Study On Marketing Strategy Offinancial Instituion's Flexible Deposit Business

With the development of Chinese reform and opening up,the market economy environment is gradually maturing.The response to market signals is becoming more and more acute.Since 2018,the real economic situation is still in the initial stage of bottom-touching rebound.The scale of market funds is severely strained.The market's demand for liquidity of funds has been gradually raised.So,the market demand short-term flexible deposit products more and more.In order to cater to the market demand,various financial institutions have launched high interest rate demand deposit products one after another."Huolifeng" series products is one of the typical representatives.Commercial banks need to focus on the problems and risks in their marketing development.This paper takes the flexible deposit products with high interest rate and the "Huolifeng" products of Agricultural Bank of China as the research object.On the basis of marketing theory and practical work practice,a series of analyses are carried out.Firstly,the characteristics,advantages and disadvantages of this kind of products are deeply explored,and the current marketing environment of banking debt business is summarized.It provides a background for financial institutions.Then,this paper analyses the flexible deposit products from product,price,channel and promotion.The paper is using SWOT analysis to analyze the advantages,disadvantages,opportunities and threats.By using STP analysis method,the market of deposit business of financial institutions is subdivided,the target market is determined,and the market positioning is found accurately.Financial institutions should fully weigh the advantages of product policies and prices,avoid risks,seize market opportunities and occupy a place in the fierce debt market competition.Finally,this paper formulates marketing strategies for the "Huolifeng" products of Agricultural Bank of China from product,price,channel,promotion,and puts forward the safeguard measures that should be provided for the smooth implementation of these marketing strategies.