Study On Marketing Strategy Of Personal Financial Products Of Fuxin Bank

In recent years,the idea of managing personal wealth has grown tremendously,which generated a variety of personal financial products among different banks.These financial products have also become lucrative and profitable opportunities for commercial banks.Despite the fact the Bank of Fuxin has a relatively short history,we have emphasized on developing and expanding our services for personal financial products since beginning of 2010.After gaining some momentum and experiences throughout the last few years,we have accumulated some valuable expertise,and clearly realized the potential growth to shrink the gap between us and other well-established banks.The key components for Bank of Fuxin to further expand our market into personal financial management rely on analyzing each individual's pros and cons,strategizing our marketing tools,and optimizing our strength.Under the competitive nature of this market,this article aims to provide in depth analysis of our current sale status,recommendations and resolutions for difficulties that encountered in today's market,and methods to enhance our selling points among competitors.To begin with,this article will focus on illustrating the theories and principles of personal financial products,examining other published domestic or international case studies,analyzing the origin and development of these financial management products abroad,and demonstrating our own domestic research and progress in this area.Additionally,based on the primary principles and strategies of personal financial management,analysis and assessment are being carried out on various factors that influence personal financial products from bank of Fuxin,these analyzed influence to include:demographic information,political input,economical factors,social influence,technical advancement,clients' requests,competition,and bank of Fuxin's current capacities.By applying SWOT summary method,the goal is to identify personal financial product's opportunities,potential challenge,advantages,and disadvantages.Based on the results and our current market shares,the article outlines the various marketing strategies that can be utilized to strengthen and enrich our personal financial products.These strategies include not only the conventional product explanation,competitive pricing,source of clients,and promotion,but also personnel strategy,occasional booth display,and services.These latter more pristine strategies are developed based on fundamental theory of sale servicing.Last but not least,the article illustrates organizational accountability,risk management plan and team building plan to ensure the implementation of above described strategies...