Marketing Strategy Research On Financial Products Of Fuzhou Rural Commercial Bank

In recent years,China’s economy has developed rapidly,information technology has changed with each passing day,and the country’s prosperity has also grown rapidly.The concept of financial management of our employees is also in a rapidly changing stage.More and more people are aware of the importance of financial management.All types of banks try their best to conquer the market.Especially at this stage,personal large and medium-sized customers have become the main source of personal profits for financial business,and large banks have begun to pay attention to the development and competition of this customer base.As long as we can get more customers,especially the middle and high-end customers,we can gain market competitiveness and seize market share.Therefore,To actively explore the mid-to-high-end customer market and design financial products and services based on the characteristics of this customer base,and carry out more accurate and detailed marketing planning and customer management,which will improve the asset structure and economic benefits of commercial banks.In the same way,it is great significant.In this paper,literature analysis and case analysis are used to analyze the problems and contradictions of Fuzhou rural commercial bank in the field of financial product marketing strategy.Through the analysis of financial products,brand positioning,product customers,service channels and other aspects of the actual situation,fully analyze the current problems and causes.At the same time,according to the actual situation,the corresponding optimization ideas and countermeasures are put forward,which provides a reference for solving the current problems.This article is divided into six parts.The first chapter is the introduction,which mainly introduces the research background and significance,the current research status at home and abroad,the research content and methods;the second chapter is the overview of financial products and marketing strategies,mainly including financial products,marketing strategies and financial marketing strategies,related theoretical basis;the third chapter is the current situation and existing problems of financial products of Fuzhou rural commercial bank,and analyzes the existing problems.The current situation of financial products and marketing strategies of Fuzhou rural commercial bank,questionnaire survey on marketing strategies of personal financial services of Fuzhou rural commercial bank,and the existing problems of marketing strategies of financial products of Fuzhou rural commercial bank are pointed out;the fourth chapter is to analyze the marketing strategies of financial products of Fuzhou rural commercial bank,mainly including the analysis of customers of financial products is not in place,brand positioning is not accurate,and the production of financial products The fifth chapter is the improvement of financial products marketing strategy of Fuzhou rural commercial bank,including strengthening the brand construction of financial products,creating high-end personal financial services with characteristics,strengthening the team construction,and changing the marketing mode according to the customer positioning;the sixth chapter is the conclusion,mainly summarizing the full text.The research shows that the financial product marketing strategy of Fuzhou rural commercial bank has the following problems,mainly including:(1)the customer analysis of financial product is not in place;(2)the brand positioning is not accurate;(3)the product creation of financial product is not effective;(4)the professional service channel is not smooth enough.According to these problems,the paper puts forward the improvement of financial product marketing strategy of Fuzhou rural commercial bank,including(1)strengthen the brand building of financial products,(2)create high-end personal financial services with characteristics,(3)strengthen the team building,(4)change the marketing mode according to the customer positioning.This paper hopes to help Fuzhou rural commercial bank better meet the financial service needs of individual customers,develop products and services to meet the needs of these customers,and promote the stable and rapid development of the branch’s personal financial business.