| In this article, we reviewed the individual financial product marketing of Agricultural Bank of China Zhang Zhou Branch (it can be called ZZABC) and analyzed the characteristics of marketing at first. It shows that several questions exist in the individual financial product marketing of ZZABC.According to the present situation of ZZABC marketing, we tried to find the methods to solve the questions.We found the exterior opportunity and threats ZZABC facing by analyzing the exterior environment, and through the analysis on ZZABC internal condition, we found the weakness and advantages of ZZABC. With the method of Boston matrix analysis, we tried to decide the bussiness we kept on and the bussiness we gived up. Based on the demand characteristic and customer's situation, we segmented the market and confirmed the target market positioning. At the same time, according to the basic theories and methods of marketing and strategy management, we set down differentiated marketing tactics aimed at different target market.The target marketing of ZZABC are all customers, but different marketing tactics must be set down at different target market. Top customer or mid-grade market is suitable for high brand and top grade product; low-grade customer market is suitable for common brand and product.Aimed at the target market, we confirmed the position of ZZABC product, brand and company, and set down the tactics of products, channel, promotion and price that suitable for marketing of ZZABC.To bring the marketing tactics into full play, suitable marketing organization , good management of human power, effective control of risk and advanced science and technology system are necessary.The above research result not only provides a beneficial help for the further development of the marketing of individual financial products of ZZABC, but also has certain reference value for other state-owned banks when they set down their marketing tactics. |
PDF Full Text Request