Longjiang Bank DQ Branch Personal Financial Products Marketing Strategy Research

At present,with China's comprehensive national strength enhancement,people's income level and family financial assets continue to rise,people living level increasing,growing awareness of financial,personal finance products highlighted the growing market demand.The rapid development of China's major commercial banks financial services,personal financial services has become a new focus of the banking sector.At present,personal finance business has been widely concerned,but for the regional commercial banks personal financial products marketing problems,has become a key factor affecting the development of personal financial products.Therefore,it is particularly necessary to analyze the problems and reasons of the personal financial products marketing of the Bank of China DQ branch in Longjiang,and put forward some concrete suggestions.The thesis is divided into four parts.First of all,the research background,purpose and significance,and domestic and foreign banking personal financial products related theoretical research are reviewed.Secondly,this paper summarizes the concept and classification of bank financial products,marketing theory,laid the theoretical foundation for the following research.Third,the Bank of Longjiang branch of DQ and personal finance product marketing situation,design and questionnaire of Longjiang bank DQ branch personal financial product marketing problems were investigated,based on the summary of the questionnaire based on the theory of 4P analysis of Longjiang DQ branch of bank personal finance product marketing problems and causes,including serious assimilation of personal financial products the use of funds and low efficiency,high-end financial products pricing is unreasonable,financial product distribution channels and narrow promotion propaganda is not enough,and puts forward the improvement of the Bank of Longjiang branch of DQ personal financial products marketing countermeasures and suggestions from the point of view of 4P,including the implementation of product differentiation through market segmentation,reduce financial services and improve the price threshold system,vigorously develop the product distribution channels and rich promotion measure.Through the above study on the Bank of Longjiang branch DQ reform of personal financial products marketing can be beneficial.