Research On Individual Finance Product Marketing Strategy Bank Of China Hu Bei Branchy

Amassing individual wealth,people no longer satisfied with ordinary bank savings.Personal finance services are generally welcomed by individual investors because of their higher income levels and appropriate risk levels.The commercial banks in China gradually attach importance to developing customized financial services.Financial industry's opening to the outside world exposes Bank of China,a commercial bank providing diversified financial services,to the intense competition though the three-level wealth management system has been established.Foreign Banks set foot in the Chinese personal finance products market and showed forceful development trend.The competition among businesses of the same trade also intensified.The existing financial services of Bank of China are too homogenized and the service marketing ability is too low.In this paper,I put forward the financial marketing strategy of Bank of China based on comprehensive theories withthe current marketing situation of financial services of Bank of China as research background.This study is based on literature review and theoretical elaboration.The importance of financial product marketing is explained through theory.Secondly,based on the Bank of China,marketing status quo of financial management business as the research background,the integrated use of theory,systematically studied the Hubei Branch of the Bank of China personal finance product marketing is facing various external macro environment and microcosmic competition in the industry environment,summarizes its personal finance product marketing management system and system development,marketing strategy analysis,etc.Thirdly,through the questionnaire survey,a descriptive statistical analysis was conducted on the financial customers of Bank of China,as well as a customer demand analysis to find out the problems in the financial business marketing of Bank of China,followed by a SWOT analysis.Finally,based on the analysis conclusion and the 7P theory,the marketing strategy of bank of China's financial services is proposed to promote the long-term and sustainable development of Bank of China's personal finance services in Hubei Branch.