| According to the data disclosed by the People's Bank of China,by the end of 2017,the total amount of capital in the capital management business of China's financial institutions had reached 100 trillion yuan,the scale of which was close to the balance of national loans in the same period,accounting for half of the financial market.The " New Regulation on Capital Management" came into being,and there have been " robbing people" wars in which various commercial banks took care of relevant departments.Every bank is worried about how to adapt to the new environment of " breaking rigid payment,managing money on behalf of customers and sharing risks" after the complete reform.Based on the research object of CITIC Bank's cultural square branch behavior,this paper analyzes the development and marketing status of net worth financial products,summarizes the existing problems and analyzes the reasons,and then puts forward improvement strategies to provide reference for the marketing development of net worth financial products.There are many researches on asset management and bank financial products at home and abroad,while there are relatively few researches on net worth financial products.This paper analyzes the net worth financial products in an easy-to-understand way,finds out their characteristics and compares them with other banks' financial management,thus finding out the problems in the marketing process.For example,the problem of market segmentation has not been solved in advance.Lack of rational financial management atmosphere,people from the far right to the far left,from once completely profit-seeking to now become frightened birds;Lack of comprehensive marketing technical training;Passive marketing and insufficient publicity;Financial managers have low acceptance.On this basis,this paper aims at the above problems and analyzes the marketing environment of net worth financial products in the current China CITIC Bank Culture Square Sub-branch from different levels and dimensions.First of all,take macro and micro levels as examples to summarize the situation in politics,economy and culture at macro level.Based on the " five-force model" at the micro level,the five main factors that affect competition are analyzed,including the bargaining power of suppliers,the threat of potential entrants,the threat of substitutes,the competition among peers,and the bargaining power of buyers.Based on a comprehensive analysis of these forces existing in the marketing of net worth financial products of CITIC Bank's Culture Square Sub-branch,representatives of five forces that have certain influence on them are determined.Secondly,SWOT analysis is adopted to analyze the marketing environment of the net worth financial management market of CITIC Bank's Cultural Square Sub-branch from internal and external aspects,strengths,opportunities,weaknesses and threats.Based on SWOT analysis,countermeasures are put forward.Finally,according to the above analysis,the feasibility strategy is put forward.According to STP model,the market segmentation,target market and market positioning are found,and the feasibility strategy is put forward for the existing problems in the marketing of net worth financial products in CITIC Bank's Culture Square Sub-branch.The strategy adopts four elements of service marketing theory,including product,price,channel and promotion.The specific performance is product strategy,which shows advantages through comparison.Price strategy,using differentiated product pricing and price and welfare differentiation to attract customers,creating more personalized value-added services for effective customers and the proportion of net wealth management in the asset allocation portfolio;Channel strategy,make good use of traditional channels,increase investment in science and technology,and expand new channels;In order to change the current situation of passive marketing,we should insist on active marketing,carry out independent business mining,and enhance the enthusiasm of marketing. |
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