Research On The Marketing Strategy Of "Qian Yuan Tong Bao" Financial Products Of China Constrution Bank HB Branch

At present,with the rapid increase of China's economic level,the pace of interest rate liberalization is accelerating,the competition in the financial industry is becoming more and more intense,and the needs of customers are no longer satisfied with the traditional settlement like deposit and loan businesses.Various banks have emerged problems such as serious customer loss.Faced with the ever-increasing competition in the industry,commercial banks have developed various wealth management products to attract customers.This not only can develop existing customers,but also increase the amount of financial assets held.Therefore,commercial banks faced with the fierce market competition situation,it is imperative to carry out a reasonable and effective financial product marketing strategy analysis.As one of the four state-owned commercial banks,CCB is gradually developing its main business from traditional deposits and loans to a comprehensive one in order to improve its competitive advantage.In the past,it only provided customers with a single service,and now it can provide multi-functional and multi-functional services.Product services,business processes have evolved from traditional manual to electronic,and from traditional banks to innovative ones.As a branch of the head office,CCB HB Branch officially launched the“Quanyuan Tongbao” series of wealth management products in 2016.Compared with other products launched by the Construction Bank,the "Qianyuan Tongbao" series of wealth management products has greater flexibility and higher security.In a wide range of wealth management products,the product has a certain competitive advantage,but its sales size is difficult to achieve the expected sales,the profit contribution is also less than expected,the formulation and implementation of sales strategies are lack of system planning.Therefore it is necessary for the CCB HB branch to make scientific and rational marketing strategies in order to achieve more revenue targets.In this paper,the research object will be clearly identified as the “Yuanyuan Tongbao”financial product launched by CCB.First of all,a large amount of data will be collected,and then the product and data will be analyzed.It is pointed out that the actual marketing and pricing mechanism of the product is unstable,the sales time is limited,and the marketingstrategy is unreasonable.Then followed by an objective analysis of the causes of these problems,analyzed the macro environment and the micro environment,and analyzed the opportunities and threats of advantages and disadvantages.Then a series of improvement measures were put forward to improve the sales strategy of “Qianyuan Tongbao” financial products,such as forming partnerships with different organizations in the product strategy,launching compound financial products,and increasing product promotion.Strengthen its brand effect,integrate financial products,etc.,for example,improve the physical network marketing functions in channel strategies,actively develop e-banking marketing channels,and promote marketing strategies in promotional strategies to increase customer loyalty and satisfaction.This article not only gives the marketing strategy and advice of "Qianyuan Tongbao" financial products,but also analyzes the protection of this strategy.Taking into account such issues as legal risk management and market risk management,a marketing incentive and restraint mechanism was created to create a high-level marketing team to ensure the smooth implementation of the protection strategy.Through the analysis of this article,we can improve the marketing status of CCB Tongbaotong financial products,and provide construction banks with market share.