Research On Marketing Strategy Of Personal Banking Products For S Bank

In recent years,with the rapid economic development of China,the living standards and the wealth of residents increases,which leading to the expanding of investment demand market.The purchase of bank personal financial products has gradually become the main way of investment,and personal finance business has become the core of the banking business development because of its advantages,like growing outlets,wide range,high credibility and good basis on asset management.Commercial banks have issued more types of financial products,and the subscription amount should be more than 50,000 yuan,at the same time the investment area is more extensive and stable with lower risk,better income and wide range for customers,attracting people by flexible investment direction and duration,so they have become the preferred marketing for customers.In recent years,financing business of S bank enjoys a good development with the significant growth of financial products sales volume,sales scale and customer groups.However,due to short time of the development of China's personal financial management business,there are many problems,such as serious product homogeneity,unclear target customer,less obvious product design and positioning,insufficient sales channel,relatively simple means of promotion,less Product transparency,small number of professional financial divisions and retail customer managers,the lack of professional personnel and so on.Based on the above considerations,this paper analyzes and studies the current situation of the development of personal banking business of S bank,and combines the theory and practice with some common and objective practical problems existing in the current personal banking business of our country.Through careful analysis of S bank The development of financial products,strategy to improve the Bank S personal financial business development is put forward.We have proposed to optimize the sales process and to overcome the homogenization of products and sales channels as well as to improve customer information and develop new channels of marketing and other implementation programs by integrating the R&D department to enhance product innovation speed.Finally,we have advised the need to do effective risk control as well as strengthen the management of customer relationships,with the improvement of the mechanism to promote compliance sales and to enhance the quality of professionals and the electronic banking network security and other security measures to ensure the sustainable development of financial management business.The first part is the analysis of the market demand and competition of S Bank's personal financial products.The second part analyzes the problems existing in the marketing strategy of S Bank.The third part is about the problems of S Bank Marketing strategy to improve;the fourth part is the marketing strategy to implement the safeguards.