Research On Marketing Strategy Of Financial Products Of JS Bank Bengbu Branch

The income level of residents in our country is higher with the improving development of economy, there is a growing awareness of the concept of personal finance and investment, and they pay more attention to commercial bank financial products. A variety of financial products gradually entered in ordinary people’s life. As for commercial banks, financial business has become the new profit growth point. However, financial products marketing of commercial banks in domestic cities especially small and medium-sized cities is still in its initial stage, the development of marketing business is not mature. Therefore, how to improve the financial products marketing level and the ability of bank intermediary business is necessary for commercial banks to solve the problem.The article selects JS Bank Bengbu branch as the research object, based on the situation of it’s financial product marketing, then design the questionnaire investigation of the market. We found that the problems mainly are lack of innovative product designing, narrow marketing channel, market segmentation is not accurate, and low service level. At the same time, combined with the SWOT analysis, we found that JS bank Bengbu branch has the advantages of good reputation and corporate image, the reasonable network layout and excellent quality of employees. The main disadvantages include financial product innovation deficiencies, customer segmentation and marketing methods. We can make full use of the opportunities, they are constantly optimize the environment of financial market, the rapid development of Internet information technology and the residents’ growing demand in financial investment. Now, JS bank Bengbu branch faced the threat of the interbank market competition and the impact of the Internet financial.The design of marketing strategy are from the aspects of product, price, place and promotion four aspects. On product strategy, the main considerations are from the independent innovation of financial products and adopt product portfolio strategy. On pricing strategy, we can adopt preferential and discount pricing to benchmark deposit interest rate pricing method at the same time. On distribution channel strategy, not only strengthen the marketing traditional outlets, but also widen the channel of the network and electronic channels to promote the diversified development of distribution channels. On promotion strategy, the bank should pay more attention to non-personal promotion.