Study On Marketing Strategy Of Financial Products Of YichunBranch Of JiangxiBank

With the rapid development of China's economy,people's income continues to increase,and the living standard has also been greatly improved.Gradually,with the surplus wealth,people begin to think about how to invest in assets.The existence of inflation also makes people's demand for the preservation and appreciation of assets keep rising,and their awareness of financial management become more and more intense.The word "financial management" is no longer exclusive to the rich,but gradually becomes popular,becoming a fashion and an important means for people to maintain and increase the value of assets.From the perspective of Banks,with the promotion of interest rate liberalization,competition among Banks becomes increasingly fierce,and the traditional profit model relying on deposit and loan difference urgently needs to be changed.In order to establish a new profit model,Banks pay more and more attention to the research and development and innovation of financial products.Since its inception,financial products have developed rapidly,showing a wide range,large demand,low risk,relatively stable income and other characteristics,and gradually won the favor of the majority of customers,but also gradually become an effective way for Banks to increase revenue stream.At the same time,the rapid progress of electronic technology has also brought a great impact on the development of personal financial products of Banks.Internet financial products launched by third-party institutions such as yu 'ebao have carved up a large number of market shares,greatly reducing the capital flow to Banks and further intensifying the market competition.How to stand out from fierce competition,expand market share and achieve rapid growth has become a problem that Banks need to solve.Although personal finance business has made great progress in recent years,it is undeniable that there are still many problems in its development under the influence of various internal and external factors and conditions.How to develop marketing strategies for financial products in line with their own business development and improve the level of marketing is particularly important for the study of marketing strategies.This paper analyzes and evaluates the basic marketing status,main advantages and disadvantages of the financial products of Yichun branch of bank of Jiangxi under the guidance of the frontier marketing theory.Although the marketing of financial products in Yichun branch of bank of Jiangxi has its own relative advantages in China,it also has some disadvantages such as unreasonable marketing structure and backward functionsof financial products.If in the perspective of international comparison,and the international advanced counterparts,there is a big gap of the present financial bank of Jiangxi Yichun branch financial marketing strategy products is not rich,the single financial sales approach,sales situation is not ideal,wealth management service is not comprehensive,by comparing the financial marketing strategy of China merchants bank,bank of Jiangxi Yichun branch are pointed out in the financial management is a cause of problems in marketing,through the financial product design,finance comprehensive sales,image promotion and marketing team construction of four aspects,targeted to the bank of Jiangxi Yichun branch financial marketing strategy optimization,Optimize the design of its existing personal financial products,increase marketing promotion,and improve in practice to ensure the smooth marketing of bank of Jiangxi Yichun branch financial products.