A Study On Personal Finance Product Marketing Strategy Of Weifang Citic Securities

Securities companies as the main business of personal financial products,have been fully aware of the importance of personal financial products business in the past two years,In terms of personal finance product marketing at manpower and material resources,they invested a lot of resources,and tried to occupy the high ground of the financial market competition.At this point,the existing marketing strategy of individual wealth management products still has many problems in Weifang Citic Securities,it is difficult to in the fierce market competition to maximize the interests,the optimization of Weifang Central Securities personal financial product marketing strategy has become a top priority.Based on this background,taking Weifang Citic Securities for example,launched the "Weifang Citic Securities,personal finance product marketing strategy research",the writer hopes to offer advice and suggestions to Weifang Citic Securities about the healthy development of personal financial management business.Based on the introduction of Weifang Citic Securities and the types of personal financial products,this paper analyzes the product pricing strategy based on cost pricing strategy,the product development strategy is closed and the product marketing strategy is analyzed mainly on the basis of online Weifang Citic Securities personal financial products marketing strategy status,summed up the existing marketing strategy problems.Then,this paper analyzed the marketing environment of personal financial products of Citic Securities in Weifang,including the macro environment of marketing(political environment,economic environment,social and cultural environment,legal environment),industry environment(industry competition structure,main competitors and their product analysis,market demand analysis),internal environment(marketing resources,marketing ability).On this basis,the author designs and designs the marketing strategy of Weifang Citic Securities personal finance product,including the implementation of differentiated marketing strategy,strengthens the use of customer experience marketing strategy,and makes reasonable use of online and offline marketing strategy.Finally,the author puts forward the safeguard measures of Weifang Citic Securities' personal financial marketing strategy,including the establishment and improvement of management system and incentive mechanism,the construction and management of marketing team,the construction and improvement of marketing information technology support system and the evaluation and optimization of marketing strategy.This paper studies the design strategy of Weifang Citic Securities Personal Financial Products and its implementation measures,which provides a reference scheme for Weifang Citic Securities' personal financial products marketing activities.It has a positive effect on improving the marketing level and market share of personal financial products of Weifang Citic Securities Company The role of promotion.