The Research Of Personal Financial Products Marketing Strategy Of TS City Commercial Bank

TS Banks in recent years,for the sake of rapid development,has carried on the business marketing work adjustment,but due to the relatively backward marketing,although the business have growth than in the past,but it is still a certain distance than other city commercial Banks,establish an effective personal finance product marketing is TS Banks an urgent need to solve the problem.This paper discusses and analyzes the optimization and improvement of the marketing work of TS bank's personal financial products,and puts forward the next marketing direction.Paper with STP analysis,PEST analysis and the 4 p theory as the foundation,the theories about marketing and bank product marketing at home and abroad were summarized,and the TS bank personal finance product marketing condition are analyzed,including product system,marketing situation and marketing effect;And from the STP marketing strategy,the 4 p marketing strategy,and points out the marketing support system and so on Angle TS bank personal finance product marketing problems,such as market segmentation is too bold,not marketing focus;There is no target market for growth;Market positioning is unclear;Using PEST analysis method based on the analysis of internal and external environment of TS bank put forward solutions,to subdivide market,divided into zero balance customer,mid-range,high-end customers,VIP customers from four aspects,according to the particularity of market segmentation and TS clients,determine the target market selection,market positioning;Give Suggestions through the 4 p marketing strategy,differentiation,customized with leading to product development,price positioning,etc.,including research and development of different products according to different customer groups,different customer groups,different organization and continuity of price positioning,increase publicity,multi-channel marketing,etc.Research work of this paper is based on the practical experience and theoretical analysis,the results of the study are based on TS within Banks based on the analysis of survey data,to promote and upgrade the TS marketing work of the bank and performance has a positive effect,at the same time for domestic marketing work of other city commercial Banks have certain reference significance and value.