Analysis On Marketing Strategies Of Commercial Banks' Financial Products

With the rapid growth of China's national economy,residents' disposable income is also increasing.Compared with the global economic growth curve,China's economic growth is still very strong.However,when comparing the sustained growth rate of per capita disposable income of the Chinese people over the past six years,we find that every year the pace of growth is slowing down.This year,the investment of residents in fixed asset investment has decreased obviously,which fully shows that the financial consumption demand of residents has been diversified,and the consumption level caused by the difference of residents' consumption ability has been diversified,forming different financial demands.In recent years,the interest rate marketization has been deepening continuously and objectively requires all kinds of financial institutions to provide professional and personalized financial products and services.Wealth management products have come along with the trend,and the market share has been rapidly expanded.This paper is created and completed under the background of rapid development of financial products market.This paper chooses the marketing status of "increasing wealth" financial products of bank C as the case study object for analysis and research.It is hoped that through research and analysis,a new marketing strategy for "enriching" financial products can help bank C to expand its market share in chengdu financial products market,and more importantly,it can provide some enlightenment to the marketing of financial products of domestic commercial Banks.This paper is divided into six parts.The first part is the introduction.Firstly,it introduces the background and significance of the topic.Secondly,the research method and content of the paper are introduced.Finally,some literature reviews and theoretical methods related to the marketing of financial products are introduced.The second part is the analysis of the marketing status of domestic commercial Banks' financial products and the status and problems of bank C's "enriching" financial products.In this part,the marketing status and main reasons of domestic commercial Banks' financial products are firstly analyzed in detail.Next introduced the "rich" products and "rich" wealth management products current marketing situation,and analyzes the "rich" financial product marketing in the existing problems and the reasons for these problems,the formation of the cause of these problems include: product homogeneity,the sale pricing mechanism is not stable,do not pay enough attention to marketing,sales,intention is not stable,the customer information and lack of maintenance,as well as sales of risk control is not good enough.In the third part,the marketing environment of "enriching" financial products is analyzed.The environment is analyzed from both macro environment and micro environment,and SWOT analysis is used to analyze the advantages and disadvantages of enterprises in the context of future trends,and to judge the opportunities and threats to enterprises.The fourth part is to use the STP method and the 4P method to formulate the marketing strategy of "enriching" financial products on the basis of the analysis in the second and third parts.The fifth part is some Suggestions on the marketing of financial products of other commercial Banks in China.The sixth part is a summary of this paper.This paper based on the domestic commercial bank financial product marketing situation at present,in the C bank "rich" financial products as a case,the "rich" financial product marketing strategy has been optimized to improve the above,can improve the C bank financial products market share in chengdu,and put forward Suggestions to other domestic commercial Banks marketing work.