Research On Marketing Strategy Of Personal Financial Products For Agricultural Bank Of China Liaoyuan Branch

Since the 21 st century,with the rapid growth of China's GDP,people's income has been continuously rising.In addition to satisfying basic living needs,people gradually have surplus wealth.People's demand for asset appreciation is also increasing,so more people start thinking about how to invest your limited wealth and get a bigger return on your investment.At this time,most people focus their eyes on the purchase of commercial bank personal wealth management products.Sales of personal wealth management products grew rapidly in a few short years,and wealth management products became customers by virtue of their low-risk,high-yield characteristics.The preferred investment for financial products.However,the development of personal finance products also exposed some problems in the product marketing process.There are still many areas for product marketing to be improved.While the development of traditional financial wealth management products,the rapid rise of Internet finance has also brought about no small impact on the development of personal financial products of banks.The Internet financial products launched by third parties such as Yuebao,Teng Xun pay,and Weibo Finance are rapidly developing.Occupying the market further exacerbated market competition.How to occupy a certain market share in the fierce market competition has become an urgent issue for banks.Under such a background,it is very necessary for each commercial bank to study and formulate marketing strategies for personal financial products of commercial banks in China.This article takes the personal finance product of Agricultural Bank of China Liaoyuan Branch as the research object,analyzes the development of Liaoyuan Agricultural Bank of China personal financial product marketing and the current situation of personal financial product marketing,collects a large amount of data,analyzes and collates the data,and finds Liaoyuan Agricultural Bank in individuals.The problems in the marketing of wealth management products are mainly reflected in the following aspects: the inaccessibility of wealth management products,poor professional qualifications of marketers,poor bank supervision,and imperfect staff performance appraisal mechanisms.In view of the above problems,this paper analyzes Liaoyuan Agricultural Bank of China personal wealth management products from the macro environment and the micro environment,analyzes the marketing environment of financial products using STP theory and SWOT analysis methods,and provides reasonable prices for innovative products and customers.Exploit marketing channels,develop marketing mix strategy in the four aspects of event promotion,and use the four methods of building financial management system,establishing customer information database,improving marketing service system,and constructing financial performance assessment mechanism to ensure the marketing of Liaoyuan Agricultural Bank of China personal wealth management products.The strategy was successfully implemented to create the awareness of Liaoyuan Agricultural Bank's own wealth management products and improve the business operation level of Liaoyuan Agricultural Bank.This article is mainly composed of four parts: the first part,introduction,starting from the research background and significance of personal financial products,and then explain the research methods used in this paper,while pointing out the main research content of this article,and finally listed many domestic and foreign literature review and theory The second part is the current situation and problems of Liaoyuan Agricultural Bank of China personal wealth management product marketing.It mainly introduces the development,marketing status and existing problems of Liaoyuan Agricultural Bank of China personal wealth management products.The third part analyzes the marketing environment of Liaoyuan Agricultural Bank of China personal wealth management products,mainly from the macro perspective.Analyze the financial marketing environment from both the micro-environment and the environment.At the same time,use SWOT analysis to analyze the internal advantages and disadvantages of Liaoyuan Agricultural Bank of China personal wealth management products and external opportunities and threats.The fourth part is to formulate and implement marketing strategies for Liaoyuan Agricultural Bank of China personal wealth management products.Based on the research of STP theory,through the market segmentation,target market selection and target market positioning of Liaoyuan Agricultural Banking's personal wealth management products,we formulated an integrated marketing strategy for personal wealth management products and proposed safeguard measures for marketing strategies of Liaoyuan Agricultural Bank's personal wealth management products.This article hopes to analyze and research the current situation of Liaoyuan Agricultural Bank of China personal financial products marketing and then propose ways to solve the problems,promote the healthy development of Agricultural Bank of China Liaoyuan Branch's financial wealth management business,and improve Liaoyuan Agricultural Bank of China business management level.