| With the sustained and rapid growth of national economy and the resident’s disposable income increased nowadays, more and more investment channels began to get the attention by the people. After a few years of development, the bank financial products surpass the insurance and securities funds, it’s established the dominant and irreplaceable position in the financial market. The Bank of financial products is not only an important investment channel, the mass and the retail business of commercial bank important profit source. Along with the residents’financial assets growing and in the number of foreign exchange reserves in creasing as well as economic development in our country, developing financial business of the commercial Banks will become the breakthrough point in the expansion of retail business.In this paper, on the basis of the theory of commercial bank marketing management, such as 11P bank marketing theory, theory of 4C,4R theory, STP marketing strategy, bank financial product marketing and other related theory, we summarizes the theoretical basis of this article. On the foundation of those theory and the survey through the bank of China in HangZhou area financial product market, and the theory of market segmentation and the "family" life cycle theory, use market segmentation technology and factor analysis method, discusses the bank of China, Hang Zhou area financial product marketing management components, and we are put forward the corresponding solving measures.This article takes a certain branch of bank of China in Hangzhou,the present situation with financial product of marketing management on as the object to research, through theoretical research combined with questionnaire survey research methods, on the one hand, the paper analyzes the current situation of financial product marketing management and its constituent elements, on the other hand,grasping its service object to the real demand of bank financing. On this basis, its put forward targeted financial product marketing management strategy, in order to marketing management and development of China’s bank financial products has promoting effect, and the related characteristics of other bank financial product marketing management for reference. |
