Research On The Marketing Strategy Of Personal Finance Products Of Industrial Bank Xiangtan Branch

In recent years,with the increasing marketization degree of interest rate and the comprehensive opening of financial industry,the competition in China's financial market has become increasingly intense.The profitability of the traditional deposit and loan business and settlement business of domestic commercial Banks continue to decline,the loss of customer resources is serious,commercial Banks are looking for new profit growth point is imminent.In this context,personal finance services of commercial Banks emerge at the right moment,which can not only effectively meet the needs of residents' wealth preservation and appreciation,but also help commercial Banks to increase the stock of financial assets and increase the number of customers.Based on the new profit growth brought by personal finance services,domestic commercial Banks and foreign Banks have developed and established specialized financial services one after another,and continuously launched various financial products to meet the needs of different investment customers,making the competition in the market of personal finance products of Banks increasingly intense.Faced with such a intense competitive environment,domestic commercial Banks should be basis of their own business development needs,formulate appropriate marketing plans for personal financial products based on the current market development situation of personal financial products of Banks to gain competitive advantages.Based on correlatiton theories,this paper comprehensively uses a variety of research methods to analyze the marketing status and marketing effect of personal finance products of xiangtan branch of industrial bank,and proposes the marketing optimization scheme of personal finance products of industrial bank.First of all,this article introduced and elaborated the bank personal finance service correlation theory.Secondly,this paper analyzes the marketing status of personal finance products of xiangtan branch of industrial bank.Thirdly,this paper conducts a questionnaire survey about the marketing customer satisfaction of personal finance products of xiangtan branch of industrial bank,and analyzes the marketing effect of personal finance products of xiangtan branch of xingye bank by using principal component analysis method through SPSS program.Finally,according to the actual situation of xiangtan branch of industrial bank,this paper provide the marketing optimization scheme and guarantee measures of personal finance products of xiangtan branch of industrial bank.The conclusion of this study shows that the core factors affecting the marketing effect of personal financial products of xiangtan branch of industrial bank mainly include the degree of risk disclosure of financial products,propaganda methods,return rate and professional quality of financial personnel.Therefore,this paper argues that xiangtan branch of industrial bank should start from the following five aspects to improve and optimize the marketing strategy of financial products.Firstly,we should improve the innovative ability of financial products and build the brand of financial products;secondly,we should enhance the degree of risk disclosure and information disclosure of financial products and enhance the trust of products;thirdly,we should strengthen financial awareness and improve the means of publicity;fourthly,we should broaden the marketing channels by means of Internet finance;fifthly,we should improve the quality of employees and strengthen the management of personal financial customer relationship.This paper takes personal financial products of industrial bank xiangtan branch as the research object,analyzes the deficiency of marketing strategies of financial products of industrial bank xiangtan branch,and provides valuable Suggestions for industrial bank xiangtan branch to adjust and optimize marketing strategies of financial products.It not only helps to improve the market share of personal financial products of industrial bank xiangtan branch,but also has important reference significance for other commercial Banks to optimize the marketing strategy of financial products.