ICBC H Branch Personal Finance Product Marketing Strategy Research

With the continuous growth of national income and the continuous increase of per capita income,the people begin to turn their attention to asset investment.Inflation also makes people realize the importance of maintaining and increasing the value of assets,and the residents' awareness of financial management is becoming stronger and stronger,thus giving banks the opportunity for the development of personal financial products and promoting the rapid development of personal financial products in our country.As the first class branch of ICBC,Harbin Branch of ICBC has launched a series of personal financial products and carried out many marketing activities in Harbin,but in its marketing activities,there are still some problems,such as backward promotion means,low professional quality of marketers,incorrect market positioning and so on.Harbin personal financial business development and business income growth.Therefore,how to implement effective personal financial marketing strategy has become an urgent problem to be solved by Harbin Branch,and it is also the main research area of this paper.On the basis of combing the domestic and foreign literature on the marketing strategy of bank financial products,this paper defines the concepts of bank personal financial products and personal financial products marketing,and then probes into the relevant theories of domestic and foreign marketing,such as market segmentation theory,life cycle consumption theory and so on,so as to lay a theoretical foundation for the research.Secondly,the H Branch of ICBC Bank is selected as the research object,and the present situation of personal financial product marketing strategy of H Branch is discussed from the four dimensions of promotion,product,price and channel promotion,and then the marketing development trend is analyzed,and then the form of questionnaire survey is used to analyze the form of questionnaire survey,from the form of employee service,capital security,fair charge and product creation.New,information access convenience and product access convenience six aspects of customer satisfaction with H branch service,and from the promotion means,marketers professionalism and market positioning three dimensions of H branch in personal financialproduct marketing problems.Then it analyzes the macro and micro marketing environment of H branch personal financial products,which lays the foundation for putting forward the marketing strategy;thirdly,through STP analysis,on the basis of market segmentation and target market selection,it clarifies the market positioning of H branch personal financial products,and puts forward some feasible suggestions for H branch personal financial products marketing from four aspects: promotion,product,price and channel.After that,the guarantee measures of marketing strategy are put forward from three aspects: personnel quality,financial product risk prevention and network bank construction.