Study On The Marketing Strategy Of Financial Products Of Shenyang Branch In YC Bank

With the increasing awareness of financial management in recent years,more and more people choose to invest in financial products other than deposits.In this case,the marketing of financial products becomes more and more important.At present,the commercial banks in Shenyang take a variety of marketing measures to carry out financial products marketing activities,which triggers personal financial market competition more fierce.Due to the lack of scientific strategy formulation and planning,it is difficult for YC Bank Shenyang Branch being competitive in the current financial product marketing activities.This thesis takes YC Bank Shenyang Branch financial product marketing as the research object,using the related marketing strategies and theories to carry on the research.Through public policies,economic environment,social behavior,technical infrastructure,internal policies,enterprise competitor analysis,wealth management product marketing SWOT analysis,and the market survey questionnaire,it makes strategies accordingly.Following results of the analysis,a series of marketing strategies,such as market segmentation,market positioning strategy,product strategy,price strategy,promotion strategy and channel strategy were made to improve the financial product marketing.In view of the strategy,this thesis puts forward some measures to strengthen the building of marketing team,recruiting of talented employees in same industry,refine the responsibilities of financial team members,enhance the performance based appraisal system,improve the training system and implement the supervision and management.The research of this thesis will provide guidance for personal financial products marketing strategy and promote its development for YC Bank Shenyang Branch.This thesis has theoretical significance and application value.Based on the thesis,we can do a deep research on being innovative in financial management products,improving customer services and dedicating better financial planning,to make the marketing strategies perfect gradually,so that YC Bank Shenyang Branch may promote the financial product marketing and sustainable development.