Research On Marketing Strategy Of Personal Financial Products Of Nanjing Bank Xuzhou Branch

With the increasing of household income and the increasing of household financial awareness and demand,the financial market of personal finance has been formed,and the personal finance business of our country has been developing rapidly.Commercial banks are beginning to realize the need and importance of doing this business.For Nanjing Bank in the period of strategic transformation,it is very important to develop personal financial products business for its follow-up development,and to choose appropriate marketing strategy is very important for Nanjing Bank Xuzhou Branch.In this paper,through the comparison with other joint-stock commercial banks personal financial products,in full investigation of the Nanjing Bank Xuzhou Branch Personal financial products marketing situation on the basis of the SWOT analysis method to the Nanjing Bank Xuzhou Branch Personal financial products development process of the advantages,disadvantages and opportunities and threats faced in-depth analysis,found Nanjing Bank Xuzhou Branch Personal financial products exist a series of problems,they are as follows: problem of homogeneity,product marketing channels single,financial products expected profit advantages limited,financial customer market segmentation localization is insufficient,brand loyalty.The reasons for these problems are manifold,both in financial markets and in the Xuzhou branch of Nanjing Bank.Finally,in view of these problems,this article from the product innovation,subdivide the customer market multi-level marketing mix strategy,take the omni-directional marketing promotion strategy and so on the concrete proposal,for Nanjing Bank Xuzhou Branch Personal Financing business healthy development provides the reference power.Nanjing Bank Xuzhou Branch in order to gain a foothold in the increasingly competitive Xuzhou financial market,we must make full use of our own resources,to meet customer demand-oriented,to create a financial products with the bank's characteristics,only in this way can we guarantee the sustainable development of the personal finance business of Nanjing Bank Xuzhou Branch.