Research On China Everbright Bank Financial Product Marketing Strategy

With the continuous development of world economy, the idea of people has changed as well. Financial management to be an idea is gradually accepted by people, including that the wealth management products of commercial Banks are sold well to the customers. This article will focus on the China Everbright Bank financial products in the market marketing strategy which be maintained from the products to the needs of customs.First on the 4P theory as the basis of research, from product, price, place, promotion four aspects of China Everbright Bank to analysis of financing products marketing present situation, so as to induce its present problems, including market product homogeneity serious,lack of high-end talent, information technology application less and comprehensive asset allocation ability is not excellent enough and so on. At the same time, the current financial market environment of China Everbright Bank is hard. The needs of customers are always changing. On the other hand, we also have a look .of China Everbright Bank which includes the aspect of financial products, strengths, weaknesses, opportunities and challenges. Finally,with the aid of the STP and 4C theory, customer demand should be the center of the market marketing strategy adjustment suggestion. Proposed product marketing is no longer simple approach to product development after the customer's passive acceptance,but from the needs of customers, through the market segmentation of customer, customer requirements, reduce customer acquisition cost, improving customer purchase convenient, suitable for communication to provide customers with personalized customized products. That is to say,product marketing in the future will be according to customer demand changes to adjust the product design and development. Then, the product line, linkage, talents, information technology, the private and investment banking development should be the guaranteeing of the new marketing strategy. Finally realizes the China Everbright Bank financial products market share growth and adjust the target profit growth.