The Research On The Marketing Strategy Of Wealth Investment Product Of Industrial Bank Xiamen Branch

Under the wave of interest rate marketization,domestic commercial Banks to develop the Wealth Investment business,Wealth Investment business development at very fast speed in recent years,become a big business each big commercial bank.Xiamen branch of Industrial Bank as the focus of the head office is located in Xiamen branch,has been sticking to relying on Xiamen's economic development,efforts for the public and private sectors to provide professional banking services.Research of this article to the branch in the Wealth Investment product marketing strategy as the breakthrough point,the research results show that the bank Xiamen branch of Wealth Investment business is still there is a lack of competitiveness,the problem such as the imperfection of the marketing strategy.The current of the branch personal financial business in Xiamen trade competition is still in a weak position,less than four big bank and China merchants bank.The branches of the defects of marketing strategy mainly includes:the lack of brand awareness,brand reputation of the wealth-management business is not high,low brand loyalty;Product positioning and design problems;Network business model a single problem;Marketing personnel ability;Service quality,satisfaction,and such problems as lack of personalized recommendation.The above problems affected the Industrial Bank Xiamen branch the virtuous development of the personal financial management business,for its future performance ascension brings about adverse effects.,the purpose of this study is through the improvement of personal financial business marketing strategy,resolve the current bank Xiamen branch of the personal financial business marketing level.In this paper,on the basis of summarizing the predecessors' research results,the integrated application of bank management,marketing and other related theory knowledge,the 7Ps marketing mix theory is relatively mature marketing theory as the analysis tool,take the literature research,interview investigation method and other research methods,to the Industrial Bank Xiamen branch personal financial business market environment and analyzes the business itself.The main content of the thesis is divided into the following several parts:first,to the Industrial Bank Xiamen branch introduced the present situation of the development of personal financing business;Secondly,analyzed the marketing environment,including as PEST analysis and SWOT analysis;Third,it is pointed out that the branch marketing strategy problems of personal financing business;Fourth,to design the STP strategy,the Wealth Investment business clients on market segmentation,select the appropriate target market,develop more differentiated positioning,Fifth,from product,price,channel,promotion,personnel,services,processes,and other aspects of improvement of marketing mix strategy.This paper for the bank Xiamen branch to optimize financial product marketing strategy,from the company level,to,to improve its niche market selection and market positioning,to solve the problems of marketing strategy,effectively promoted the branch the profitability of the business and marketing propaganda effect,improve the management benefit.From the industry level,the writing background of this paper is the interest rate marketization,the Internet the rapid development of financial and commercial Banks to break the "rigid to honour" the development of the industry background,the research conclusion of this article to other interbank also to have certain reference significance.