Proxy Sales Of Wealth Management Products Competitive Strategy Of Industrial Bank JN Branch

With the continuous development of China’s economy,the income of urban and rural residents gradually increased,the disposable income of the people has also been increasing,the concept of wealth management has gradually popularized,and personal financial services have begun to flourish.The business focus of banking institutions has gradually shifted to this market,and the proportion of personal financial services in the banking system has increased rapidly.How to seize the limited resources of personal wealth management business and expand the influence of its own wealth management products is the goal that every commercial bank should achieve.Industrial Bank JN Branch officially opened in July 2001.It has been operating for nearly 23 years with the concept of "building a first-class bank" and has always taken serving the local economy as its own responsibility.This paper selects the competitive strategy of the financial management consignment business of Industrial Bank JN Branch as the research objective,and adopts the literature research method to carry out the analysis and research.Starting from the introduction of the background and research significance,the research ideas,relevant contents and competitive strategies at home and abroad were summarized in turn,and the internal and external environment was systematically analyzed by using tools such as PEST model,Porter’s five forces model of industrial environment,SWOT analysis,and finally determined that Industrial Bank JN Branch adopted a differentiated competitive strategy,and through product creation,investment and research capabilities,system construction The improvement and improvement of four aspects of human resources will help the implementation of the differentiated competition strategy of Industrial Bank JN Branch.This paper puts forward two innovations.The first is to formulate the competitive strategy of Industrial Bank JN Branch from single consignment to provincial mutual sales.In the early stage,in order to avoid a run on the sale of wealth management products of other banks,financial institutions in the province sold less off-bank wealth management products on a commission basis.In the current market environment,the issuance of financial products has become a licensed business.The main means of"stable retail" of most financial institutions will gradually disappear.The sale of offbank financial products on a commission basis has to become the choice of some financial institutions.The inter-sale of financial institutions in the province is the best choice at present.The second is to propose a mutually beneficial marketing plan for the implementation and promotion of the development strategy of the financial management agency business.At present,the inter-bank business of financial institutions in the province is seriously homogenized and difficult to develop.In the process of marketing the wealth management commission business,Industrial Bank can help the wealth management commission business go online by virtue of its advantages in other businesses in the province,and the subsequent cooperative institutions can gradually feel the effective promotion of this business to the development of the retail business in the bank,and realize mutual benefit.Through the research on the competitive strategy of the financial management consignment business of Industrial Bank JN Branch,I hope to provide a good reference for the transformation of various commercial banks in the current financial management product market,and realize the good operation of financial management products in the industry.