Research On Marketing Strategy Of Personal Financial Products Of Harbin Bank AC Sub-Branch

Currently,along with the gradual improvement of China ’s economic strength,people’s consumption capacity has been gradually steadily improving and more an d more people hope to create more value with their own assets,which further stimulates the increase of market demand for capital appreciation and enables commercial banks to continuously innovate personal financing products.In recent years,commercial banks’ personal financing business has realized a wide-range operation and has become the uppermost priority of businesses in the commercial banks.The competition among commercial banks in personal financial products market has been completely opened.Harbin Bank positioned the market in serving small and medium-sized customers.For the sake of realizing continuous growth of high-quality customer groups and continuously enhancing competitive advantage of personal business,in 2007,“Clove Flower Financing” was launched,and after years of development,there are a stable earnings,rich types of financing products and a good reputation among the vast number of customers for the personal financing products in Harbin Bank.Harbin Bank has achieved some achievements in the marketing of personal financing products,but with the increasingly fierce competition in the marketing of personal financi al products,there are still many deficiencies on Harbin Bank’s personal financial products in the marketing stage.Taking Harbin Bank AC Sub-branch as research object,this paper analyzes the problems of Harbin Bank AC Sub-branch in marketing strategy by apply 7P marketing theory and STP theory,and explores the reasons for these problems,and thus chooses the appropriate mar keting methods.Established in relevant concepts and theories,through integration and collection of existing relevant literature from foreign scholars and domestic scholars about marketing methods of personal financing products,this topic analyzes the st atus of personal financial products of Harbin Bank AC Sub-branch mainly from 7 aspects including product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,tangible demonstration strategy and process strategy.Based on this,it thoroughly studies the deficiencies on marketing of this bank,such as problems like personal financial products homogenization,poor pertinence of product price,single marketing channel,insufficient promotion means,insufficient professional financ ing talents,insufficient tangible demonstration and imperfect service process in the selection of marketing strategy.This has greatly affected and hindered the expansion of business scale of personal financing products in Harbin Bank AC Sub-branch,and this paper puts forward corresponding marketing strategies from 7 aspects including product,price,channel,promotion,personnel,tangible demonstration and service process by applying 7P marketing theory.7P marketing including product strategy : improve the pertinence of “Clove Flower” products and deepen matching degree of “Clove Flower” products;price strategy: differential pricing and regional pricing;channel strategy: strengthen traditional channel construction and improve utilization ratio of network marketing channel;promotion strategy: activity promotion,network promotion,Personnel promotion and old generation new customer system promotion;service strategy: strengthen training of professional financial talents,change tangible demonstration an d reasonably plan service process.This paper is aimed to improve the market share and brand competitiveness of personal financing products in Harbin Bank AC Sub-branch,and hopes to play a role in promoting marketing and development of personal financing products in AC Sub-branch at the same time.