Dezhou Branch Of Bohai Bank Personal Finance Product Marketing Strategy Research

With the increasing of global economic integration,our country and the world economy is increasingly close relationship between the overall development.And I the continuous development of our country’s economy,residents income also gradually improve,people began to improve the financial management consciousness.So the original deposit and debt financing has been unable to meet people’s growing demand for financial products.But because most people lack of professional knowledge of financial product,so it is difficult to choose some complex financial management way,thus have a stable income,financial products has become a most financial management preferred.Based on the bank of the Bohai,Dezhou personal finance products as the research object,through to the bank personal finance product specific business conditions of interview,investigation and management of the bank of the Bohai,Dezhou personal finance product marketing status quo of the current are analyzed,summarized the Dezhou branch current marketing problems of individual wealth management products.First of all,this article is based on the traditional marketing theory,from the Angle of macroscopic environment and microcosmic environment,the Dezhou branch of Bohai bank personal finance product facing the market environment and the development of the Banks themselves,and SWOT model,combined with previous environmental analysis,combing the Dezhou branch of Bohai bank personal finance product developing opportunities,threats,advantages and disadvantages.On this basis,the research bank personal finance product segments,according to the characteristics of the Dezhou branch of Bohai bank personal finance products and advantages,identify the target market,market positioning.Before in the end,based on the analysis of key made Dezhou branch of Bohai bank personal finance product of 4 p strategy,and puts forward some concrete and effective proposals.In this paper,through the bank of the Bohai,Dezhou personal finance product marketing environment analysis,using the STP analysis,through the market segmentation based on characteristics of product the rational selection of target market,the enterprise according to the market orientation of Dezhou branch personal financial product marketing strategy,and puts forward the effective implementation of the recommendations,the improvement of marketing for Banks in the future has certain reference value,also for other Banks with personal finance products in the existing environment development has a certain reference value.