Research On Marketing Strategy Of Personal Financial Products In Zhuzhou Branch Of A Commercial Bank

For a long time,the business content of China's commercial banks is single,and the main income and profit can only be maintained by the traditional deposit and loan spreads.The main reason is that the Chinese commercial bank has inherited the traditional business model.As the proportion of personal consumption is increasing,personal income and living standards are increasing,personal financial product business will undoubtedly become a new field of competition for commercial banks.This subject takes the marketing strategy of A commercial bank in Zhuzhou branch of personal financial products as the research topic,and summarizes the theoretical basis of marketing theory,S.T.P marketing strategy theory,SWOT theory,marketing combination strategy theory and so on.This paper analyzes the overall marketing status of A commercial bank in Zhuzhou branch and the status of personal financial product marketing,and puts forward that the bank has four main problems: the product design and positioning are far higher than the ordinary customers,the marketing channel is not fully played,the promotion means is relatively single and the marketing team's construction capacity is insufficient.This paper analyzes the advantages and disadvantages,opportunities and threats of A commercial bank in Zhuzhou branch by SWOT analysis method,and uses S.T.P theory analysis method to subdivide,locate and select bank customers,and put forward the four places such as Ru song District,Tianyun District,lotus pond area and Liling city of Zhuzhou.The total volume,development speed and income level of residents are relatively high,which is the key target market for personal financial products marketing.According to the target market positioning,the paper sets out a marketing combination scheme matching with the bank,which includes product marketing strategy,product price strategy,product channel strategy and promotion strategy.In order to ensure the successful implementation of the marketing strategy proposed in this article,this paper also expounds the protection measures for the marketing of personal financial products in A commercial bank in Zhuzhou branch.