Study On Marketing Strategy Of China's Commercial Banks Personal Financial P Roducts

For the past few years,people's awareness of investment is increasing,.all commercial banks actively launch the variety personal financial product to gain the new profit growth point.This makes personal financial products of commercial banks in China develop rapidly,but many problems still exist in the process of development to be resolve.Under this background, this paper carries on existing marketing of personal financial products of commercial banks in C hina in detail, find out the existing problems, such as marketing concepts immature, marketing system imperfect,product homogeneity seriously lack of innovation, marketing channel single, lack of Composite professionals, then analyzes the deep-seated reasons from Financial system and commercial banks, meanwhile analyzes the marketing environment to find its development opportunities, threats, advantages and disadvantages using the SWOT analysis. Finally, the paper puts forward the countermeasures and suggestions of marketing strategy of China's commercial banks personal financial products in the future,such as paying attention to individual financial products market segmentation, positioning accurately,innovating product design on the customer demand, implementing different price, making full use of traditional sales channels with network marketing, implementing various means of promotion actively,etc.In the end, the paper puts forward many Safeguards from updating the concept, market research, institutional improvement, information management and personnel training. These can help our country commercial bank understand the market environment more clearly, develop the personal financial products more effectively, improve their market competitiveness,which has certain practical significance and reference value.