Research On Marketing Strategy Of Financial Products For Bank Of China Jilin Branch Sales Department

At present,the income level of residents is constantly improving.How to settle idle assets and achieve effective asset allocation has become the main goal of customers.Therefore,financial products with simple structure and low threshold are more and more popular among the masses,and the wealth management market has become a must for commercial banks and other financial institutions.Since the issuance of Bank of China financial products in 2003,it has been more than ten years old,and its product quality and sales have always been among the best.However,as Chinese economic development entered a new stage,the economic growth rate shifted,the government's supervision became stricter,and the reform continued to deepen.The banking industry showed new situations different from the past.From the perspective of the macro environment,interest rate liberalization has continued to advance,and bank deposit and loan interest rates have been continuously liberalized.In particular,small and medium-sized banks have continuously raised deposit interest rates to attract customers' funds,lower loan interest rates to promote loan placement,and reduce interest differentials.In the first half of 2017,the proportion of income from interest income of banks was significantly reduced;the government's regulatory policies were tightened,and the China Insurance Regulatory Commission issued multiple documents to prevent financial risks and to carry out special rectification of a series of banking businesses,resulting in the scale of bank-related businesses.Gradually compressed;network finance developed rapidly,which has caused a major impact on bank financial products with more homogenization.The products that can be customized for customers have become the future profit growth point of the financial products market.Shocked the traditional banking industry.This paper takes the marketing strategy of the financial products of the Bank of China Jilin Branch as the research objective,aiming to fully understand the marketing status of the financial products of the branch business department and find out the problems in the marketing,and propose appropriately according to the problems found.Its development of product marketing strategy.This paper uses two marketing theories to analyze the management status of the financial products of the Bank of China Jilin Branch,and analyzes the marketing problems in products,prices,channels,promotions,etc.and provides the basis for the improvement of its marketing strategy.The SWOT analysis method was used to analyze the advantages,disadvantages,opportunities and threats of the financial products of the Bank of China Jilin Branch,and to optimize the marketing strategy of the financial products of the Bank of China Jilin Branch.In the research,this paper combines theory with practice,comprehensively analyzes the marketing strategy of the financial products of the sales department,finds out its existing problems,and proposes corresponding improvement measures and suggestions for ensuring the effective implementation of marketing strategies.And the proposal not only promotes the product marketing of the Bank of China Jilin Branch's sales department,but also has positive reference significance for the marketing of other financial industry products.