The Research On Marketing Strategy Of Personal Financial Products Of Gansu Branch Of Bank Of China

With the steady development of Lanzhou's economy,the income level of urban residents has been increasing steadily,and the demand for capital appreciation has been improved continuously,the personal financial market has been developed.At present,it due to the commercial banks have launched a variety of financial products,hoping to occupy a certain market share,coupled with the addition of the Internet third party financial platform,making the market increasingly competitive incentives.Faced with such a market challenge,the core issue is the marketing strategy.On the current bank of China Gansu branch of the existence of personal financial problems,this article needs to study the marketing strategy of personal financial environment,suitable for what kind of marketing strategy.The thesis is divided into six parts,the first part of the two part is the introduction and theory;the third part is the Bank of China Gansu branch personal financial product marketing present situation and problem analysis,which is the key problem part,summarizes existing problems of marketing;the fourth part is the analysis of personal financial products of Bank of China Gansu branch the marketing environment,the first part of the macro environment and competitive environment level are analyzed,personal finance and then the application of STP on the Bank of China Gansu branch are analysed;the fifth part is to solve the problem,put forward the implementation and guarantee bank of China Gansu branch of the financial product marketing strategy;the last part conclusions and outlook.At present,there are a lot of researches on the marketing of personal financial products of commercial banks in China,but few of them are based on the research of Lanzhou commercial bank.Because of the macro environment,competitive environment,and the difference of the market,the research on the commercial banks in other regions is very limited to the Lanzhou commercial bank.In this case,this paper studies the behavior of Gansu branch of Bank of China,which can effectively make up for the lack of research.Based on the analysis of the Bank of China Gansu branch personal financial product marketing situation,find out the existing problems,at the same time,combined with the analysis of the personal financial products marketing environment,marketing strategy put forward suggestions and measures.The study not only for the Bank of China Gansu branch,for other local commercial banks in Lanzhou's personal financial products marketing can play a role in promoting.