Research On The Marketing Strategy Of Personal Finance Products In TD Branch Of Industrial And Commercial Bank Of China

With the continuous development of social economy,the level of economic development in China has been continuously improved.In this context,the level of personal income is also increasing and the demand for financial management is constantly rising,which makes the traditional single savings service can no longer meet the increasing demand for all-round services of residents.With the growing maturity of the concept of financial management and the gradual development of financial management consciousness,the diversification of personal financial products and services has been promoted.And make it an important part of personal financial services of commercial banks.How to take advantage of the situation and seize the opportunity to improve the marketing of personal financial products has become the core proposition of commercial banks' personal financial business competition.In the process of this study,the literature method,questionnaire survey method and induction and deduction method are used to analyze the marketing status of personal financial products of Industrial and Commercial Bank of China(ICBC)with TD sub-behavior as the research object.Firstly,we use the literature method to find the theoretical works of our country and foreign experts and scholars on the marketing research of personal financial products of banks,and analyze the merits for reference,so as to lay a solid foundation for the theoretical work of this paper.On this basis,using the questionnaire survey method,in view of the actual situation in the area where the TD branch of ICBC is located,a questionnaire on personal financial products marketing is designed.The customers are randomly filled in by the TD branch of ICBC,and the data of the questionnaire survey are sorted out.Finally,using induction and deduction method,this paper makes a reasonable induction and deduction on the collected personal financial product marketing information of TD Branch of ICBC,and puts forward suggestions on the personal financial product marketing strategy by using comparative analysis.Through the information collected by the questionnaire survey,it is found that there are the following problems in personal financial marketing in TD branch of ICBC: 1)passive waiting for customers,low proportion of high-end customers;2)single fighting,the overall linkage force needs to be strengthened;3)product orientation,the comprehensive marketing effect is not ideal;4)single contact,market expansion efficiency.Low;5.Stock assessment,lack of motivation.In order to solve the above problems,this paper conducts SWOT analysis and STP analysis on the marketing situation of personal financial products,and puts forward suggestions from four aspects: product strategy,pricing strategy,channel strategy and promotion strategy.In terms of product strategy,ICBC TD Branch should establish the idea of enlarging and strengthening key products and speeding up product innovation;in terms of pricing strategy,ICBC TD Branch should formulate the management system of "unified strategy,centralized management and hierarchical implementation";in terms of channel strategy,ICBC TD Branch Channel Dao strategy should focus on the vision of "an integrated channel system with arbitrary access,online and offline interconnection,full response and consistent experience".It should truly focus on customers,take meeting customers' needs and providing high-quality experience as its core objective,and conform to the "big data era" while grasping the construction of physical network channels.In terms of promotion strategies,the promotion strategies of personal financial products of TD Branch of ICBC can revolve around personnel promotion and advertising promotion.Public relations should be formulated and implemented..