Research On Marketing Strategy Of Personal Financial Products Of Yingkou Bank

With the rapid development of China's economy in recent years,the wealth of the people is increasing gradually.As a product of commercial banks adapting to the development of new economy,personal finance products have become a powerful way for banks to enhance their investment ideas,bringing new benefits and opportunists for the development of commercial banks.However,under such a favorable background,the current development of personal finance service by domestic commercial banks has not yet formed a standardized marketing strategy plan,and commercial banks have many problems in the development of personal finance service.As one of the outstanding commercial banks in China,Bank of Yingkou attaches great importance to the development of the personal finance products.However,from the marketing effect of personal finance products,the marketing of finance products and finance service are subjected to many restrictions.How to effectively address the actual needs of personal wealth management products marketing of Bank of Yingkou,and to refine the marketing strategy plan are urgent problems for the future development of Bank of Yingkou personal wealth management business.This paper takes Bank of Yingkou as an example to carry out research on the marketing strategy of Bank of Yingkou personal wealth management products.Through the analysis of the marketing environment of Bank of Yingkou personal wealth management business,the PEST analysis method is used to analyze the political environment,economic environment,technical environment and social and cultural environment.SWOT methods is carried for the analysis of advantages,disadvantages of,opportunities for and threats to Bank of Yingkou personal wealth management business marketing;in addition,questionnaire method is applied,from the customer's point of view,to collect opinions and suggestions for Bank of Yingkou personal wealth management products;and the need for improvement of Bank of Yingkou personal wealth management business;furthermore,with the 4P theory,the market positioning of Yingkou Bank is clarified,and the product strategy,price strategy,channel strategy and promotion strategy are provided.Finally,all the problems analyzed are summarized,and effective countermeasures and corrective measures are put forward.