Research On Marketing Strategy Of Financial Service For Changchun Industrial Bank Co.Ltd

In recent years,our country is in an economic period of rapid development,which is characterized by the gradual improvement of the quality of life of the residents,the vigorous growth of investment demand,the continuous improvement of financial market systems and the optimization of economic structure.In terms of data indicators,an important indicator of the living standard of residents,the disposable income of residents is increasing year by year.People's idle funds are increasing with the rapid growth of integrated financial assets of the family and high net value population.According to the latest global wealth report released by Allianz Group of Germany on September 29,2017,China's net consolidated financial asset value per capita in 2016 was about 12,765 Euros,up 17.9% from 2015.Throughout the world,China is currently the second-fastest-growing country in net average consolidated financial assets per capita.In such large background and trend,there has been a qualitative leap of people's investment philosophy and attitude to wealth than before.The investment direction of Chinese families is gradually shifting from the previous deposit-only deposits in banks to the relatively stable and higher-yielding bank wealth management products.People pay more attention to the performance of investment and therefore the wealth accumulated by the family has been transferred from relatively low-yielding bank savings accounts to relatively high-yielding bank wealth management products.Personal financial management business in our country has been rapidly developed for many years.Although financial supervision is becoming more and more stringent,there is still much room for growth of personal wealth management business in the future under such a vigorous market environment and demand.If the banks carry out in-depth and systematic research on the marketing aspects of financial products,significant changes will take place on the development of the future personal financial business.With my own personal experience as an entry point,this work takes Changchun Industrial Bank Co.Ltd as the study subject.The existing problems to be solved are found out through the study of financial products sales status,marketing staffs and product marketing.Through the professional analysis method of marketing,such as the PEST analysis and SWOT analysis,the author deeply studies the market environment where the financial business develops,recognizes the advantages and disadvantages,and try to make best use of the advantages and bypass the disadvantages.Next,from the measures,we design a series of combination strategies for enterprises,and analyze which conditions and systems can guarantee the implementation of these strategies.Finally,through the improvement of the marketing strategies of financial management products,the growth of savings deposit,individual comprehensive financial net assets and intermediary business income in Changchun Industrial Bank Co.Ltd come truth.It has been proved to be a process of virtuous cycle that a major improvement can drive the development of multiple segments of the retail business and the entire personal financial business.