Research On Marketing Strategy Of Personal Finance Products Of JS Commercial Banks

With the development of urban and rural residents’ income growth, the enhancement and accumulation of personal wealth, the advancement of capital market, and the increase of investment tools, the personal financial business of domestic commercial banks has shown a fast-growing trend. The personal financial management business has already become a hot topic in China’s banking industry. As the JS commercial bank financial business in our country is still in the initial stage, in the course of the development of personal financial business, there are so many questions such as inadequate attention to financial products, lack of varieties of a single product, innovative leading brands, professional managers, effective product promotions, and unscientific market segmentation and so on. This paper studies the new situation and new regulatory requirements, the domestic commercial banks personal financial product marketing strategy and the causes of the problems. Considering the questions of China’s commercial banks personal financial business at present and successful experience of foreign commercial banks, the paper explore further in such aspects as product strategy, customer strategy, channel strategy and talents strategy. This paper provides with the readers thoughts such as the importance of individual financial business, speeding up the training of professional staff, strengthening her financial product promotion and brand construction, which has certain theoretical and practical significance in solving these problems. In the development of the financial system, the financial products occupy an important position in the financial market by its large scale and diversity. The environment al development of personal financial business of JS commercial bank is changing unceasingly. The rapid development of the bank financial products have met the needs of the wealth management of our country residents’ growing demand, and become an important means of business transformation of commercial banks. At the same time, as the corresponding regulatory measures still need to be perfect, and the inadequate information, lack of proper pricing risk evaluation mechanism, which require us to be alert to the potential financial risks. Finally, the paper puts forward some suggestions for JS Commercial Bank to supply more and better services. JS Commercial Bank can promote business development by product innovation, brand building, market positioning, distribution channels, optimize service, quality of personnel and so on, then make continuous improvement and optimization of personal financial product marketing strategy.