Research On Marketing Strategy Of The Bank Financial Products Named "Jinhulu(Golden Cucurbits)" Of Huludao Bank

Along with the stabilization of China's financial market,the financial products of the commercial banks have grown in variety,the forms are more and more innovative,and the revenue is more and more steady.Financial products are therewith more and more appealed by the investors.However,as a local commercial bank,there are many problems existing in Huludao Bank,such as late start,irrational product structure,lagging market methods and serious homogenization in market strategy,which has become the constraint on its healthy development.Thus,how to properly target the market,lock the core customer base and adopt flexible and effective marketing strategies are the top priorities for Huludao Bank to enhance its market competitiveness.Based on detailed investigations into the marketing behavior of financial products at each branch of Huludao Bank,I will take the financial products named "Jinhulu" series as the research object,starting from the marketing status of the financial products of Huludao Bank and existing problems,analyze from the macroeconomic environment such as policy environment,economic environment,sociocultural environment and technological environment,as well as the micro-environmental competitors and clients,and applying SWOT analysis methods,analyze the strengths,weaknesses,opportunities and threats of the financial products of Huludao Bank.In terms of the design of financial products' marketing strategy,I propose the STP analysis method,and use that method to conduct market segmentation and market positioning.And thus,I propose the rational advice of the marketing of financial products and put forward marketing strategy from the four aspects of products,prices,channels and promotion,so that corresponding safeguard measures can be proposed from the levels of strategy,marketing and risk control.The conclusion may have certain theoretical significance for the future marketing strategy of the financial products of Huludao Bank,and may provide more reasonable and feasible reference plan,and help with enhancing the competitiveness of the marketing of financial products.