A Research On Green Financial Product Marketing Of Industrial Bank

With the strength of the national construction double-type society increasingly, green financial products emerging in China. Increasing development of green finance business, with the financial power to support the national energy conservation, missions reduction and environmental protection, is not only the inevitable requirement to fulfill corporate social responsibility, but also to promote their own transformation, change, and continue to raise their commercial value. Industrial Bank as the first equatorial bank in China, has eight years of history in the field of green financial products.In this paper, it is with the bank as the research object, with its green financial products marketing as the research contents. This paper aims to analyze the problems in the green financial products marketing. From the perspective of the marketing risk management, this paper put forward some improvement suggestions for Industrial Bank of green financial products marketing.Full text includes four chapters. They are the introduction, the related theory, the present situation of Industrial Bank green financial products marketing and the green financial products marketing countermeasures.This study proposes four Suggestions for solving the problem of marketing, respectively is widen marketing channels (including developing electronic banking and constructing cross marketing channel), flexible use of pricing strategy, actively expand personnel strategy, pay attention to the tangible demonstration (including direct marketing channel and the network marketing channel) and improve the service process strategy and so on. To guard against the marketing risks, this research also proposes four Suggestions, including strict controls of customer access system; Continue to strengthen the professional capacity to support, service and promote the business development; Strengthen the marketing organization and resource guarantee; Classification advance, consolidate and improve in all areas of business advantages, etc.