The Appraisement And Adjustment Research Of Product System Based On The Hunan Branch Of The China Construction Bank

Unceasingly enlarges along with the domestic financial market opening degree,the foreign banks to pour in, constantly eroding the profits of the domestic banking sector, coupled with the joint-stock and the local banks into the fast-growing stage, the state-owned banks facing a severe test. The competition of financial products has become the main form of expression with a direct competition among various financial institutions, and the gap of the state-owned commercial banks and foreign banks, joint-stock banks, such as in product management, innovation, has begun a direct impact on its market competitiveness. In fact, after enter the WTO, foreign banks bring the impact of state-owned commercial banks are at all times in case, which is the most direct impact is the carrier of innovative products and the close services supporting. Therefore, for the Chinese commercial banks, the study of commercial banking products, product-level and system, strengthen product management and innovation is an urgent task, and is of great practical significance.This thesis through empirical analyzes the product line, product structure of Hunan branch of China Construction Bank by using the marketing mix theory, the Boston matrix and the product level theory , draw the struct(?)al conditions and its drawbacks of this product system. On this basis, evaluate the system to products of the provincial branch, using the horizontal comparison of research methods and the marketing research methods to reveal problems and seek solutions to adjust the product of the system corresponding countermeasures. Mainly by adjusting the structure of banking products, optimize the product level, so as to enhance the bank's market share and competitiveness.The article first introduced the concept of commercial banking products, product features, made more systematic introduction to products and product systems, marketing mix theory and Boston matrix and then from Hunan branch of China Construction Bank's specific situation, analyzes the bank company and retail product width, depth and relevance, obtains structural deficiencies in the system construction; Subsequently, using the Boston matrix to analyzes the products of this bank branch .Finally, from further define product level, strengthen strategy service development, adjustment product structure, implementation brand strategy four aspects put forward this province branch product system adjustment countermeasure proposal.