Study On Financial Product Marketing Strategy For Xicheng Sub Branch Of China Everbright Bank

The personal financial services of commercial banks have become an important means to win and maintain customers, but branches generally do not participate in the design of financial products, only in the sale of financial products, undertake the important work and service customer service service. So, for branch, financial product marketing strategy is a key factor affecting the marketing of financial products.The financial business of Xicheng sub branch of China Everbrigt Bank(CEB) has experienced starting period, developing period,bottleneck period and adjustment period. In the starting period, financial products of commercial bank was not prevalent and traditional marketing strategy had achieved a good performance. However, As competition in financial products becomes more and more intensified, traditional marketing strategy cannot keep on attracting customers. In order to improve the performance of financial business of Xicheng sub branch of CEB, this paper analyzes the financial business marketing strategy and studies the problem that Xicheng sub branch of CEB is facing in terms of market segmentation, marketing, service, professional ability etc. Then, the paper proposes market segmentation strategy, customer introduction strategy, promotion strategy, service marketing strategy to help Xicheng sub branch of CEB to overcome these problems. Finally, these strategies are applied to the marketing activity of Xicheng sub branch of CEB with the help of other colleagues of the Xicheng sub branch of CEB and these strategies are proved to be useful.Paper author on West branch over of financial products of growth situation, and customer growth situation, and products sales situation for detailed of research analysis; on branch around of similar type Bank institutions of financial products, and customer situation for information collection and analysis, and on they of sales process for has field of study research; and combined West Branch actual of marketing management status, on financial manager and customer for has site asked and questionnaire survey. Through the study and the analysis of results, West Branch, found money marketing the main problem is that the major problem faced by Xicheng sub branch of CEB are listed as followed. 1, there is no good market segmentation and corresponding marketing strategies; 2, the propagation strategies are obsolete; 3, the customer introduction channels are limited; 4, the financial professional ability of service needs to be improved; 5, the overall service quality needs to be improved. In order to solve these problems, the paper rely on 4P, 4C etc. marketing theories and SWOT analysis theory to make a profound analysis for the case of Xicheng sub branch of CEB andproposes customers centered marketing strategy instead of products centered marketing strategy. More precisely, this paper proposes the following strategies: brand promotion strategy, marketing service strategy, customer introduction strategy and market segmentation strategy. brand promotion strategy is helpful to enhance the reputation of the sub branch of CEB; marketing service strategy is aimed at allowing customers to have better service experience; customer introduction strategy provides new channels to attract customers;market segmentation strategy is supposed to provide more targeted and personalized service.Preliminary results showed that these marketing strategies have a significant role in promoting the sales of financial products.