Research On Marketing Strategy Of B Bank Personal Financial Products

In recent years,the personal financial products launched by Chinese banks have been in the state of homogenization competition,and also lead to increasingly fierce competition among industries.In particular,compared with the five commercial banks,the small and medium banks,represented by the B bank,have no advantages in all aspects.They must innovate the marketing strategy to win the competitive advantage.In recent years,while summarizing the gains and losses of its own marketing strategy,the bank draws on some mature practices of foreign banks in the marketing of personal financial products,improves marketing strategies and improves the sales of financial products.On the basis of the basic theory of current banking marketing,this paper analyses the marketing problems of B bank in recent years,and finds that the current sales increase slowly and the customers have some loss.In order to adapt to the increasingly competitive market environment,this paper first investigates the existing high-end customers,analyzes the existing problems and the direction of adjustment.Secondly,after studying the marketing status and the overall marketing status of some typical financial brand products,the marketing efforts are focused on high-end customers.Third,in order to deepen the research of marketing strategy of B bank,I adopted a combination of traditional marketing strategy and marketing innovation,and formulated the marketing strategy.In the product strategy,we should develop good quality gold financing products,effectively carry out the competition of wrong files,strengthen the diversification of products,combine with a variety of products,such as stocks and bonds,and make use of their own brand advantages to strengthen the influence of the products.In the promotion strategy,in addition to the daily use of promotional means,but also combined with We Chat and word-of-mouth marketing,in the network to do more publicity,so that the middle and high income class know more.In terms of channel strategy,we should open up our own channels,increase business outlets,and give full play to direct and indirect channels to expand sales.In terms of price strategy,we should change the rigid price model in the past and adopt a product pricing method to flexibly sell products.Fourth,in order to summarize the marketing strategy adjustment,I also deeply explored the innovation in marketing strategy.In a word,from the overall marketing strategy and the use of the situation,the whole strategy pays attention to marketing innovation,has a certain sublimation to the traditional marketing theory,and provides reference for other banks.