Research On Individual Finance Product Marketing Strategy Bank Of China Jilin Branch

In recent years, with the rapid economic development and the continual increase of theresidents’ living quality in our country, the demand towards the investment market is keepinggrowing greatly. Relying on the advantages like wide coverage, high reliability, good assetmanagement, etc., banks’ individual financial products gradually turn out to be the mainmeans for people’s investment and also the core for the banking business. And the financialproducts from the commercial banks of a big variety with many advantages like the lowstarting point, high safety, stable and extensive investing fields, good earnings, flexibledirections, different periods, etc., are becoming the first choice for the marketing customersof different fields.The personal financial products in Bank of China Jilin Branch have been enjoying agood growth of development and an obvious increase could be found in both the productsales scale and the customer base. But the bank individual financing business actually startedlate in our country and therefore many problems would arise during the process ofdevelopment such as product homogeneity, ambiguous target customers, unclear productdesign and positioning, insufficient sales channels, simple promotion methods, low producttransparency, insufficient professional financial advisers and retail customer managers, etc.Taking the above factors into consideration, this paper tries to carry out the analysis onthe current development and situation of the individual financing business of the Bank ofChina Jilin Branch combined with some common practical problems within the bankindividual financing business in our country. In order to successfully integrate theory withpractice, questionnaire investigation is adopted and analysis and research are further madeon the marketing strategies of the individual financing business development for the Bank ofChina Jilin Branch. Thereafter, this paper tries to put forward the effective proposals towardsthe specific problems. Thereby, the current homogeneity of the product and marketingchannel could be conquered by the improvement of the research and developmentdepartment, the innovation of products and the optimization of the sales process； the newmarketing channels could be explored by the completion of customers’ in formation and thesustainable development of the individual financing business could be therefore guaranteed by the constant improvement of the marketing mechanism and the professional quality of thestaff.