Research On The Marketing Strategy Of Personal Wealth Management Products Of Baoshang Bank

Baoshang bank was founded in 1998, after 16 years of struggle, has achieved great development.But today, China’s rapid economic development, the acceleration of financial reform, the survival environment has been great changes have taken place, the internal condition is totally different.Nowadays, with the opening up of financial freedom, a lot of invasion of the non-bank financial institutions, all kinds of financial products cross became so complicated fault, mutual penetration between each product is becoming more and more deep. Under the stress of pressure, the bank to look at the business structure,change and widen the competition focus of the business, is no longer the original,with emphasis on the enterprise, and pay more attention to the development of personal finance business. At the same time, the bank will its resource allocation level, expanding its individual financing business development space, followed by constantly rising sales and profits.Today, the rapid economic development, social wealth increasing, how to manage their own wealth, make customer demand more and more on personal finance business, thus accelerate the perfecting of the wealth-management business professional.Baoshang bank personal financial business marketing strategy on the basis of personal business, through to the contractor’s bank make full use of their own resources and combining with some marketing tools to meet the needs of individual customers, its purpose is to let customers accept and buy bank financing products, a series of maximizing their profits.Baoshang bank is to pay much attention to personal finance business, but its operating mechanism in many ways still exists a lot of loopholes to repair, which hindered the further development of personal finance business. Thus, how to let the contractor’s bank individual financing business development to be more perfect, how to realize the product as a guide, make personal finance business advantage in business, these problems can be the contractor’s decision problem in the development of Banks.In this paper, the Baoshang bank as the object, the personal finance business of some of the problems existing in the marketing strategy implementation of thorough and detailed analysis of the foundations of the bank’s personal finance business analysis at home and abroad, with products, services, and brand strategy and market segmentation four levels, from the four levels of detailed analysis of its marketing strategy. Under the detailed exploration and analysis of this article, in order to find out the contractor’s bank personal interest in any of the wealth-management business some substantive issues, at the same time to provide reasonable reference for the development and growth.