Research On The Marketing Strategy Of Qishang Bank's Wealth Management Products

In recent years,the income level of Chinese residents has increased year by year,and the residents' financial consciousness is no longer satisfied with the traditional savings business because of the increase of income.Each commercial bank actively expands its financial management business in response to the financial needs of our residents,and provides more financial products and services for the vast majority of our residents.This also requires each commercial bank to choose a suitable strategy for the marketing of bank financial products,which is very important for commercial banks.The formulation and implementation of marketing strategies for financial products determine the development of commercial banks,and also indicate the future share of commercial banks in the financial market.Only by improving and improving the problems and shortcomings of marketing strategies,can we create brilliant achievements in the future development.Based on the study of the marketing status of financial products of commercial banks at home and abroad,and combined with the situation of Qishang Bank itself,this paper formulates and puts forward relevant marketing strategies and solutions.Based on the research of 4P,4C,STP and other marketing strategies,this paper summarizes the excellent experience of commercial banks at home and abroad.According to the deficiencies in the current marketing situation of financial products of Qi Shang Bank,this paper puts forward corresponding solutions for the marketing of financial products of Qi Shang Bank.At the present stage,the financial products developed by Qishang Bank are relatively single in form,unclear market positioning,fewer business outlets,lack of sales channels,lack of professional marketing team and so on.Based on the in-depth analysis of Qishang Bank and the specific situation of Qishang Bank,this paper puts forward corresponding strategies and suggestions for the marketing of its financial products.Qishang Bank recognizes the importance of the target market to the development of financial management business.It uses the strategy combination of STP+4P+4C to identify the target customers of Qishang Bank,establish corresponding marketing channels,design financial products required by customers,and establish a professional financial management service team to provide customers with personalized and comprehensive professional financial management services.In order to effectively implement the marketing strategy,Qishang Bank should also set up a series of supporting measures,such as the establishment of performance appraisal,staff training,technical service support,corporate culture construction and so on,which will help Qishang Bank to develop its financial products healthily and rapidly.The purpose of this paper is to provide a set of effective marketing strategies and methods for the sale of financial products of Qishang Bank by researching and exploring the theory and practical operation of the sales level of financial products,and to contribute to the future development of financial services of Qishang Bank.