Reseach On Ccb Y Branch Personal Financial Product Marketing Strategy

With the reform and opening up and continuously made new victory, Chinese residents to maintain high-speed growth, the residents’ personal assets also increased dramatically; in addition with the ever changing financial management concepts, the residents of the sharp increase in how to preserve and increase the value of assets to achieve more and more attention, the personal financial products of bank is a means of comparing the current good. Even though China already has the political, economic and social factors of personal financing product development of commercial banks, but this does not mean that China’s personal financial products market is mature, while the major commercial banks want to join to this interest disputes, but after all, the last to benefit or marketing strategy wise bank, so say how in the current market environment formulation has strategic significance for personal financial product marketing strategy is the major commercial banks development needs to solve the first problem. This paper take CCB Y branch of the example, and through analyzing the present situation of the bank marketing and analysis of the existing problems, and puts forward the corresponding personal finance product marketing strategy and measures.First of all, this paper uses PEST to analysis, the current macro environment for the development of personal financial products in China were analyzed, we found that both the political factors, economic factors, social factors or technical factors already have mature conditions. Then analyzed the overall demand of personal financial products in the market, buyers to buy financial products and the behavior of Y branch in personal financial products are mainly faced competition. The results found that, at present for the Y branch, personal financial products in the market demand is strong, consumer demand has diversified characteristics, but consumers in the subjective understanding of financial products is not strong, the need to rely on the bank to guide. After the Y branch of the SWOT analysis, overall CCB Y branch has a strong brand, excellent team, cash service technology, some results are also obtained in the channel construction, but in marketing is still relatively passive, more mechanized, no in-depth market, thus lead to a single product structure, market positioning is not accurate. In addition to external environment, the current policy, economic, social and technical conditions have provided a good foundation for the development of personal financial products marketing CCB Y branch, Y branch faces the greatest threat is the competition of industry. For the regulation of financial market and the introduction of relevant laws, the Y branch of the personal financial business marketing help, there are constraints, increase the legal risks of personal finance products of China CCB Y branch. If the laws can make internal industry more standardized, makes the operation behavior of banks more standardized, then this constraint is favorable for the development of financial product marketing, so that the advantages outweigh the disadvantages.After the analysis, this paper started from the marketing situation of personal financing product of the China CCB are analyzed. With the marketing current situation as the foundation, the analysis of personal financial products of China CCB Y branch in the marketing problems and the main causes of these problems. Through the analysis, the paper thinks that the main problems of China CCB Y branch personal financial product marketing: positioning is not accurate, the lack of detailed records of customer information, the lack of effective product promotions. The reasons for these problems are: the short-term benefits, the one-sided pursuit of marketing concept is relatively backward, the product range was too expensive for narrow, market research is not sufficient.Finally, according to the current situation of marketing of personal financial products of China CCB Y branch and the existing problems, put forward the marketing strategy and implementation measures should be take. The thesis puts forward the strategy of personal finance product marketing of China CCB Y branch includes the following aspects: customer segmentation and selection strategy, product strategy, channel strategy and promotion strategy; the paper put forward the implementation of three guarantees these strategies, namely, risk control and protection, personnel training and technical support to guarantee security and service.