Research On The Marketing Of Personal Financial Products Of XX Commercial Bank

Since the new century,China's economy development has made a giant leap,the income of residents gradually increased,the number of people who pay attention to the appreciation and maintenance of the value of wealth is getting larger.For the current situation of the financial market,the domestic commercial banks provided a lot of stable and secure personal financial products,the risk of which is lower than others,their overall potential and prospects is good.In the many years' development,MS Bank has accumulated a certain amount of experience and advantages in the personal financial services business.At present,XX commercial bank is in the transition period of needing to innovate the financial services and products and to improve the level of marketing.During the competition with opponents,the marketing of the bank's personal financial products also revealed some problems and shortcomings,these issues need to be carefully studied and resolved as soon as possible,so they can be nipped in the bud.Taking the marketing of XX commercial bank's personal financial products as the research object,the 4P,4C and integrated marketing theory as the basis,based on the research of the domestic and foreign scholars.This paper puts the current main theory and research results in order.Taking XX commercial bank's current personal financial products and related services for sale as a starting point,this paper survey on the status of marketing of the bank business,and analysis the existing types of relevant product,marketing mechanism,marketing mode,advantages and disadvantages,opportunities and risks.At the same time,according to the marketing situation of its relevant business,the author thoroughly excavate the problems in process of the bank's marketing of personal financial products and the cause of them.Thus problems mainly include the marketing concept,the structure of personal financial product,the orientation in the market,the demands of customers,management system,marketing channels,the lack of talents,etc.At last,according to the current financial environment,the author analysis the problems in the Bank's marketing of personal financial products in the process and reasons for them,and come up with the corresponding improvement suggestions based on the actual situation of the bank,like establishing new marketing concepts,strengthening the adjustment of the personal financial product structure,making orientation in market precise,investigating of the customer's demands,enriching marketing channel,improving the management and marketing system continuously,strengthen the training of professional marketing personnel.The author combines the relevant theoretical knowledge with the classic research method proposing,analyzing then solving questions to accomplish this thesis.In addition,because the bank's current development in the relevant businesses is still undergoing profound transformation,and the lack of ability to predict development trend in the future in this field,so this paper has certain limitations,the related research and analysis still have many shortcomings.