Research On Marketing Strategy Of Agency Trust Business Of China Everbright Bank Changchun Branch

In recent years,with the rapid development of China's economy,financial innovation has also been vigorously developed.Among them,the trust has always been favored by investors with its flexible industry system.It can participate in the capital market and the industrial market extensively is the pillar industry of the financial industry.However,behind the flexible system,certain hidden dangers are hidden.The problems of high leverage and multi-layer nesting have always existed in the trust industry.In order to rectify the chaos in the industry,in 2018 the regulatory authorities issued a series of guidance to regulate the entire large asset management market.As one of the most important sales channels for trust products,banks also need to adapt to the new management rules as soon as possible,and develop a proxy trust product marketing strategy that responds to the new management measures.Guaranteeing market share and scale has theoretical and practical value for commercial banks.This paper takes the agent trust business of Changchun Branch of China Everbright Bank as the research object,combines the development status and problems of China's trust business,analyzes the marketing environment faced by the agent trust business of Everbright Bank of Everbright Bank from the perspective of macro environment and micro environment,and then combines SWOT analysis is carried out on its own advantages,disadvantages,opportunities and challenges,and a marketing strategy matrix is established based on SWOT analysis.Use the STP strategy to segment the market,select the appropriate target market and then target the target market,and combine 4P theory to analyze products and consumers,prices and costs,channels,etc.,and work out the service marketing strategy.A reasonable marketing mix strategy.This paper analyzes the market environment and other factors faced by the agent trust business of Everbright Bank of Everbright Bank,and draws the following conclusions based on the marketing theory: First,the sales focus of Changchun Branch of China Everbright Bank in the agency trust business should be placed on product innovation and service.Innovate,set a differentiated price strategy,and establish a brand image of “first-class wealth management bank”.Second,the overall environment of the trust market is improving and the competition will be more intense.Changchun Branch of China Everbright Bank should adopt the SO marketing strategy to do high-end customer maintenance and investor education in daily work.Third,strengthen internal construction from risk management and personnel.