The Marketing Strategy Research Of Internet Wealth Management Product Of A Bank Shandong Branch

In the 90s of last century,China began to form personal financial market.In the past 20 years,not only the scale has been expanding,but also the wealth management products have been increasing.Throughout the development of the financial market of our country,can be divided into three stages:the beginning of the formation,which is the first stage,the first personal financial business is CITIC Bank;the second stage is a stage of market development is rapid,from 2001 to 2006,during the period of the Construction Bank in providing financial products at the same time also,to provide quality services,such as consulting,asset planning,Huaxia Bank launched more financial products and value-added services,such as VIP registration;the third stage is from 2006 till now,the stage is the mature stage of China's financial market,many banks have launched VIP private banking services.Nowadays,with the development of Internet technology,Internet finance has been greatly improved in both scale and market share.The launch of the balance of treasure,has a very strong substitution effect of financial products,the balance of treasure product yield,flexibility,and liquidity will cause a huge impact on the traditional banking business,it is a great challenge to the banking financial business and market status.The purpose of this paper is to study the existing situation of A branch of Huaxia Bank to keep pace with the times in order to obtain living space;how to explore their own advantages,the use of their own strengths and other companies compete for market share,and enhance the competitiveness of their products in the challenge to maintain its vitality,to seek development.This article is based on the research results of the predecessors,and summarizes the related theories of marketing.With the theory of 4P and the theory of "4R" and"STP",this paper mainly introduces the types of financial products and the main products pricing and marketing mode of Huaxia Bank A branch.After that,we analyze the factors that influence the product marketing of A branch,including A branch's macro environment,PEST analysis,competitor's capability and substitutes threat,and find out the main problems of its existing marketing mode.Finally,according to its existing problems,suggestions for improvement and guarantee measures are put forward so that the marketing ability of financial products in A branch will be further improved in the future.