Research On Marketing Strategy Of Financial Products Of Bank A Changzhi Branch

In January 2019,the State Statistical Bureau announced the operation of the national economy in 2018.Relevant statistics show that in 2018,the per capita disposable income of Chinese residents reached 28,228 yuan,an increase of 6.5% compared with the previous year.In this year,the per capita consumption expenditure of Chinese residents was 19583 yuan,which was 6.2% higher than that of the previous year.In December 2018,the People’s Bank of China issued the "Survey Report on Urban Depositors in the Fourth Quarter of 2018".The survey showed that 27.3% of the residents tended to "invest more" in consumption,savings and investment willingness,and 48.9% of the residents preferred "bank financial products".The data show that the long-term economic fundamentals of our country have not changed,the income of residents has steadily risen,and the willingness to manage financial affairs has been increasing.Banking is still the preferred choice for residents,and there is a lot of room for the development of commercial banks’ financial affairs.This paper takes personal financial products of Changzhi Branch of Bank A as the research object.By discussing with the retail line personnel of Changzhi Branch,collecting the real marketing data of personal financial products of Changzhi Branch,and issuing questionnaires to customers of Changzhi Branch,the author combines the author’s practical experience in Changzhi Branch of Bank A,and advances the current marketing situation of personal financial products of Changzhi Branch of Bank A.Through the analysis,the author summarizes the current problems in the marketing of personal financial products.The external macro environment of Changzhi Branch is analyzed by using PEST analysis model,and the competitors of Bank A Branch are analyzed to know each other.Secondly,after clarifying the problems existing in personal financial products of Changzhi Branch of Bank A,we use STP strategy to analyze the customer segmentation,target market and market positioning of Changzhi Branch according to the actual situation of Changzhi Branch.Finally,according to the previous analysis,the 7P marketing strategy of personal financial products of Bank A Changzhi Branch is worked out.Based on the actual situation of the development of personal finance business of Changzhi Branch A,this paper draws a marketing strategy of financial products that suits its its its development through research and analysis.The purpose of this paper is to help it achieve better marketing performance,expand market share and enhance its brand image in Changzhi area in the increasingly fierce market environment.At the same time,it can provide reference for other commercial banks in the marketing of financial products.