Research On The Marketing Strategy Of Financial Management Products Of H Bank

With the rapid development of China’s economy, commercial banks have also gained a wide range of development, has become an important force of China’s banking industry. However, with the global economic instability and the impact of internal management, so that commercial banks in the daily operation of the process of facing a variety of risks, including commercial banks financial products marketing is often the problem, and therefore effective commercial banks financial products marketing strategy to ensure the rapid development of commercial banks has an important role. This paper mainly uses the qualitative, quantitative and SWOT analysis methods:in the analysis of the development of financial products business development in H banking branch, take qualitative and quantitative research methods; analyze the advantages, disadvantages, opportunities and threats of H Bank branch in H, and propose the corresponding marketing strategy from product strategy, price strategy, promotion strategy and channel strategy, and put forward some risk prevention measures. In this paper, we will combine the existing literature data and the specific market survey data, the general theory and the H banking branch of the actual business, to explore the objective law of the development of financial products business marketing strategy.This research mainly includes the following contents:the first part, the introduction, mainly introduces the background and significance of this paper, and the domestic and foreign financial marketing aspects of the existing literature to sort out and sum up the research system and method. The second part, the impact of financial products marketing of the three theories (economic returns, demand, loyalty) of the theoretical basis of the induction, further to the H Bank branch of the concept of marketing characteristics. The third part, the development of financial products marketing strategy and general theory, including the concept and content of financial products, financial products development process, the connotation and characteristics of financial products and financial products marketing mix strategy theory. And the influence of marketing strategy on the development of financial products business is also introduced. In the fourth part, the analysis of the development and marketing of financial management products in the H Bank branch, based on the current situation of the development and marketing of financial products, the use of SWOT analysis of the marketing strategy of the existing problems and reasons. The fifth part, according to the combination of financial products marketing strategy theory, combined with the SWOT analysis, from the strategic level, marketing strategy and risk control three aspects of the optimization of H Bank branch of financial products marketing strategy. The sixth part is to provide the guarantee measures for the financial management products through strengthening the construction of the team and strengthening the system construction. Seventh part, conclusion. Review the full text of research, summarize the main points of view.