Marketing Strategy And Safeguard Measures Of GF Bank’s Financial Products

With the China’s economic development,a substantial increase in resident’s living standards and revenue,so how effective manage this revenue is a hot problem that people care about.To solve this problem,Personal financial business is come up with.At the same time,many banks including state-owned banks such as BBS,ABC etc has join the market,and then the intensity of competition increase gradually.Under this situation,to maintain a competitive advantage and increase market share,GF bank needs to adjust his marketing strategy to adapt for the changing market.This thesis,with financing market as its research background,the marketing of GF bank’s financial products as the research object,through combining the marking theory with the actual marketing situation of GF bank,develops systematic marketing strategies and safeguard measures.At first,the thesis outlines the case of financial products,including classification of financial products,history and current development of financial products,as well as the pros and cons of commercial banks selling financial products,etc.Then,through analyzing the external and internal marketing environment of GF bank’s financial products,the thesis points out the market opportunity and market threat that GF bank must face,and the strength and weakness that GF bank owns.In order to give full play to the competitive advantage in the financial products,GF bank needs to reposition the product marketing.On one hand,GF bank should attract and retain the medium-value customers.On the other hand,it also needs to fight with other banks for the high-value customers by using high-quality services.In terms of marketing strategy,the thesis fully considers the characteristics of financial products,and then provides five marketing strategies,including the strategy of improving customer’s satisfaction,product strategy,price strategy,channel strategy and promotion strategy.At last,the thesis gives three safeguard measures.They are human resources development and management,IT security and risk management in marketing.It is wished that this thesis could give some help to GF bank to increase market share and keep sustainable development in the financial market.And I also hope this thesis can find more channels for people to rationally finance.