The Research On Financial Services Marketing Strategy Of Shanghai Pudong Development Bank Changchun Branch

Since set up eight years, Shanghai Pudong Development Bank ChangchunBranch through financing business promotion individual customers comprehensiveincome, stimulating the growth of the individual client financial assets, improveintermediary business income, has played a vital role. But As other joint-stockcommercial Banks in jilin province, finance market competition heats up, theconvergence of product is also increasingly clear, joint-stock commercial banks incombination with its own resources advantage, innovation introduced personalizedproducts, with respective characteristics further for the financial market of Jilinprovince.In financial markets in the process of Jilin province, Shanghai PudongDevelopment Bank Changchun Branch through innovative products, expand businessoutlets, increase the number of employees, reform the existing personnel workarrangement, increase the size of the business and profits. In the process of expansion,as the change of banking competition environment, the change of the market, thedevelopment of the financial business, change of internal employee job, businessmechanism and marketing mode not make timely adjustments, failing to improvemarketing strategy, to some extent hindered the business driven effect, affectingmarketing motivation. Such as problems of cultivating talents, the structure of thewealth-management business problems, customer asset allocation, evaluation of problem, the problem of marketing system, etc., these are the problems to be solved.This will require a combination of external factors and internal factors were analyzed,and find the financing business can influence factors, through the marketsegmentation, find the target customer groups, to make marketing strategy research.According to these characteristics, this paper designed for Shanghai PudongDevelopment Bank Changchun Branch financial products of the following strategies:(1) Channel strategy. To strengthen publicity channels, departments businesslinkage, number of branches, electronic channels and other channels. To improvefinancial needs of customers to obtain, quickly pull the wealth-management businesssales.(2) Product strategy. According to the actual needs of the market and the currenthot spots, product research and development, to attract customers. At the same time,according to customer’s risk preference, age, family income, existing products for thecustomer configuration suitable products, to reduce customer risk, improve thecomprehensive income customers.(3) Promotion strategy. Including personal selling, advertising, public relationsand marketing promotion methods, etc. Through the promotion strategy, targetcustomer groups, targeted business promotion and business promotion, contributingto the target customers in Shanghai Pudong Development Bank Changchun Branchfinancing business of each product in the purchase behavior.Shanghai Pudong Development Bank Changchun Branch financing businessmarketing strategy research, through the study of problems in the process ofmarketing, design the marketing strategy in favour of the current market environment,to Shanghai Pudong Development Bank Changchun Branch finance businessmarketing development play a positive meaning.