Research On Marketing Strategy Of LZ Bank's Personal Financial Product

In recent years,the development of economy in our country is steady and rapid.This economic miracle has attracted the attention of the world.During the same period,the living standard of Chinese is improved continuously and the compulsory education is popularized all over China,which abundantly boosted the demand of personal finance products of residents and pushed for the development of personal finance market of China.Commercial banks,as well as non-bank financial institutions,are entering the market where the competition is becoming more and more fierce.LZ bank,based on local economic environment,is the first local financial institution of Lanzhou city.As many cross-regional operations and a number of joint-stock commercial Banks have entered the area,LZ bank is facing a lot of pressure.In front of the booming of personal finance market,LZ bank is confronting with both opportunities of development and serious challenges.LZ Banks can break through the bondage of the traditional marketing mode and change the inherent marketing system.In terms of personnel training and work-team building,which as to improve the service level,can set up the brand of LZ bank's personal finance services and directly affect the long-term development of LZ Bank.According to the thesis,the financial products marketing of LZ bank is still in the initial stage.If we want to seize the opportunities in the personal finance market,we must choose and implement the marketing strategy.Based on this,this article chooses the LZ bank personal finance product marketing strategy as the research object.With the integrated use of consumer behavior theory,method of SWOT analysis,market segmentation and target market positioning,marketing mix strategy,we can analyses and explores the following contents:Firstly,we can analyzed the external environment of the marketing of LZ bank's personal finance product from three aspects: the external macro environment,the present development situation and the competition situation of personal finance product.Secondly,this article use SWOT model to analyze the advantages,disadvantages,opportunities and threats in the marketing of personal financial products of LZ bank.Thirdly,according to age,education degree and asset status,the market of personal financial products marketing of LZ bank is segmented.The positioning and searching of key customers are carried out.The fourth is to explore the management strategies of LZ bank's personal financial products marketing from product,pricing,channel,promotion,personnel,environment and program.Lastly,to summarize LZ bank' problems and strategy method in the process of personal finance product marketing.There is a hope that this article can provide a useful reference for commercial Banks to develop the market of personal finance products.