Investigation Analysis And Marketing Proposals For The Promotion Of Wealth Management Products Of Construction Bank Liaoyuan Branch

As important financing products in modern times, wealth management products havebecome one of the business fields where the bank industry races to make investmentand where the most intense competition happens, for they have unique advantages inoutstanding profitability, vying for high-grade customers, and consolidating therelationship management of customers. Compared with the mature financialawareness and diverse market in foreign countries, the financial awareness of ourresidents is still on a relatively primary stage, and our products and services still needimproving and enriching.Although the Construction Bank has made lots of efforts in the innovation of thewealth management products, the exploitation of the marketing channels as well asthe enhancement of service awareness, and its whole social image and financingservice have gained good reputation among all fields of the society, it’s still a biginnovative subject facing in front of Construction Bank concerning how to getconfirmation from more customers at the first time when they contact with ourfinancing products under cut-throat competition among the same industry. Referringto the exterior marketing environment and the current marketing situation of thefinancing products of Liaoyuan Branch, this article has mainly analyzed the groupcharacteristics of the customer, the behavioral approaches of the customer, and thefactor affecting customers’ behavior. Besides, it has also analyzed by comparison ofthe type, the period and the income level of the products among the major same banksin Liaoyuan city. At the same time, other relative index such as business scale,profitability, channel construction, and customer maintenance methods are alsoinvestigated and analyzed. Based on the investigation and analysis above, the results of the study show: RMBfinancial products have shown seriously homogeneity trend in all the aspect no matterthe type, the period, or the profitability; apart from getting the maximum profit inconsignment trust plan, the bank should pay more attention to the independentresearch and development ability of the products and the variation of the types of theproducts; since the business scale stands for the resource advantages and actualstrength of the bank, we should get hold of the key point of the management, attachimportance to the production structure, and well apply the business strategy intopractice, so that we can achieve desired results; as to the channel construction, weneed not only pay attention to the quantity, but to the quality and carefully analyzeinput-output to make sure of the smooth operation and full function of each channel;when the products tend to be homogeneous, the business scale tends to be similar andthe channel construction tends to be indistinguishable, how to well manage andmaintain customers is the key to promote the sustainable development of the bank.Therefore, as to the management model of the customer and the maintenance methodof the customer, we should change the marketing concept and focus on customer,ensure that all the measurements in managing customers are implemented, andconstantly improve the ability and skills of own to boost the enhancement of the corecompetitiveness of the bank. Therefore, Construction Bank Liaoyuan Branch shouldmake great effort to promote its core value of the financing products, make efficientmarket segmentation and service position setting, enhance the innovation of thechannel management and marketing method and update the services. It should set upa high level marketing team aiming at enhancing the customer satisfaction andmarketing stills.