Research On The Marketing Strategy Of Financial Products Of CCB Branch B

Driven by the continuous growth of domestic economic scale,the continuous increase of residents' wealth and the continuous decline of bank deposit interest rate,the demand for financial management released by the domestic market is gradually increasing.The competition in the banking market is becoming more and more fierce.As a new profit growth point,financial products have attracted the attention of the industry.Domestic commercial banks seize the opportunity to devote themselves to the R & D and management of financial products.In addition to products,the real competition between commercial banks is how to occupy the advantage of financial management market through precise marketing,Omni channel customer experience,and optimization of financial professional services ? In 2018,with the implementation of the new national asset management policy,the financial management business of commercial banks will be further standardized and gradually return to the nature of asset management.Based on the asset allocation and scale of the banking system,the balance scale of non breakeven financial products issued by the banking system is in an absolute dominant position,and it is the main issuing institution of financial products.Based on the balance scale of financial products,the balance of personal financial products in domestic banking system reached 19.16 trillion yuan in 2018,accounting for 86.9% of the total balance of continued deposits,with a year-on-year increase of 19.9%.It can be seen that in the future,bank financial products will be gradually inclusive.Under the coexistence of opportunities and challenges,the marketing of financial products of state-owned commercial banks generally has the problems of insufficient product innovation ability,single marketing channel and low degree of financial management specialization.Branch B of China Construction Bank is also facing many problems.Therefore,how to promote the marketing transformation of financial products based on customer demand,based on products,prices,channels,promotion,personnel,and so on,will be one of the important topics for commercial banks.This paper takes the marketing of financial products of B branch of China Construction Bank as the research object.First of all,through pest and SWOT analysis,the marketing environment of financial products of CCB branch B is deeply studied and analyzed;through the questionnaire method,the marketing status of financial products of CCB branch B is investigated and analyzed;secondly,the marketing status and existing problems of financial products of CCB branch B are comprehensively analyzed,so as to grasp the short board of financial products to be improved more accurately and clearly;Finally,based on STP,7p theory and 6C theory,this paper puts forward the marketing optimization strategy of B branch's financial products,with a view to carry out multi-dimensional and systematic research on the target market positioning and segmentation,market development and marketing strategy,channels and services,etc.,so as to bring some enlightenment for the financial products of CCB branch B to break the market competition pattern.