Research On The Marketing Strategy Of Personal Loan Financial Products Of Small And Medium Sized Commercial Banks In China

In recent years,China's banking industry has been in a state of serious homogenization of competition,banks both in the aspects of products,services,business and management are very similar,leading industry competition is increasingly fierce,and even produced some negative effects.Especially compared with the five major commercial banks,A bank as the representative of the small and medium-sized joint-stock banks have no advantage in all aspects,must be innovative marketing strategy to win the banks in the personal retail products a space for one person.According to the author's own work experience,the current research on the basic theory of bank marketing,foreign banks in some mature methods of personal financial products marketing,analysis of A bank in personal financial products in recent years,the marketing data,results and find out the shortcomings.These years,the field of personal financial products have a certain marketing strategy,financial product sales for the steadily rising stage,but in the face of the homogenization of the increasingly serious,the enterprise marketing strategy also has different problems.n order to solve the problem of increasing competitiveness and slow sales quota,the marketing department of A bank has carried out an in-depth questionnaire survey on the current customers.After investigation,the marketing department staff analyzed the survey data after the conclusion,at present enough to buy personal finance products,the main customers for some high-end customers,especially for the product purchase,risk tolerance made a judgment.Marketing department staff believe that if the A bank want to break the siege,seek survival and development of space,we must grasp the basis of high-end customers,tracking services,the development of marketable products.In order to fully carry out the competition,A bank has carried on the accurate market segmentation and the market localization,and has carried on the SWOT analysis to oneself,clear the individual financial product market position which issued.In the development of appropriate marketing activities,A bank must lay down their attitude,waiting for customers from the top of the door to the initiative to the market,the development of new customers,but also to pay attention to some low-end customers.According to the market situation,A bank has adopted the traditional 4P marketing strategy,but the management of customer relationship must be strengthened,through good products and services,to ensure that bank profits.The author also believes that this marketing strategy is also useful for other banks,you can do some modest promotion.