Research On Marketing Planning Of Personal Financial Products Of Commercial Banks

At present,with the rapid development of our country's economic and social,the public awareness of the public finance began to strengthen.At the same time,under the current background of the development of China's financial market prosperity,the development of the commercial banks continued to expand in size,the operational level has been extended,and the types of financial products of commercial banks are increasing constantly;also from the bank's overall development,financial disintermediation and interest rate marketization accelerating the growth rate of commercial bank financial products continue to increase,mainly in the bank's financial products yields than ordinary bank deposits,the risk coefficient is relatively small,so for a lot of small and medium investors,can better meet their investment needs;at the same time in the process of issuing bank financing products,save table loan amount may be better at the same time,the bank compared to other financial institutions,the Customer resources and sales channels and so on many aspects has a unique advantage,so in terms of the development of the banking business,effectively with a variety of marketing strategy,further enhance sales of financial products,and support and insurance companies,trust companies,etc.a series of mechanism of cooperation,constantly on the type and the amount of the financial products do the corresponding update,so that banks provide financial products to better fit the needs of the market investors,and in the financial markets get more market and customer resources.Qilu bank is the establishment of China's first batch of city commercial banks and in commercial banks with strong representation,and Qilu bank is also in Shandong Province,the first with foreign banks implement strategic cooperation of banking institutions,and the bank has taken the lead in "the new Sanban listing.Qilu commercial bank in the development process always uphold the principle of "serving the local economy,services to small and medium enterprises,service for urban residents" fundamental market positioning,at the same time according to the changes in the development of financial market and in a timely manner to its organizational structure risk prevention and control of operational mode do corresponding adjustment and reform,according to the latest statistics,the current Qilu bank,the bank's total assets breaks through the 150 billion yuan,total deposits reached 120 billion yuan,in the Shandong province city firm ranked in the forefront.Also Qilu bank in the development process of actively participate in government bank cooperation,and actively build a corresponding system mechanism and platform construction,including Jinan sponge,urban construction,water conservancy construction,shantytowns project and so on a series of.Play an important role in promoting the development of local economy,in recent years,Qilu bank in financial products marketing more actively promote the update of financial products,financial products sales overall trend is good.But in the development of financial products in the process of marketing also appeared in a series of problems.In this study,starting from the current Qilu bank financial products market background,combined with the theoretical basis,consideration and comprehensive analysis on the current Qilu bank products in the development process of the advantages and disadvantages,external opportunities and threats,and that causes a series of problems existing in Qilu bank financial products marketing the process and a series of problems,such as market segmentation and target location is not accurate enough,innovation needs to be further strengthened,the homogeneity of products and so on,a series of problems affecting and restricting the rapid development of Qilu bank financial product marketing to a certain extent,also from the external environment perspective because of China's socialist market economy,accelerating the pace of reform,is also deepening,and in this Under the background,the market of Qilu bank's financial products also has some changes,if blindly follow the original marketing strategy,obviously can't adapt to the development of the market.For this a series of problem gives corresponding solutions,so as to effectively improve and enhance the marketing strategy of Qilu bank financial products,more practical for the market needs,thus promoting the financial products closer to the market,to occupy a greater market share.