Research On Target Market Strategy Of Personal Financial Products For TJ Bank

In recent years,people have gradually realized the importance of financial management for improving financial conditions.Influenced by the economic environment,commercial Banks must vigorously develop personal financial products if they want to improve their market competitiveness in the fierce market development process.At present,major commercial Banks have launched their own personal finance products.However,China's commercial Banks started late in the marketing of financial products,the level of development is not high.Since the consumption and investment needs of target customers are different,it is necessary to further subdivide the financial market according to the needs of customers.At present,the development of TJ bank is good.However,there are still some problems,such as the shortage of financial products for high net worth customers,which leads to the products can not meet the needs of all customers,and the lack of market refinement of Banks,which makes the Banks unable to improve their customer loyalty,resulting in the imperfection of personal finance services.Therefore,bank of TJ needs to subdivide the financial market according to the characteristics of the target group and the actual needs of customers.This study hopes to make Suggestions for the market subdivision,target market selection and market positioning of personal financial products of bank of TJ to improve its market competitiveness.This paper choose TJ Banks as the main research object,using the related marketing theory,USES the questionnaire survey,combination of theory and empirical analysis,literature analysis,etc.,in personal finance products development,bank financial product marketing under the condition of a large number of relevant information,find out the current marketing strategy system problems and deficiencies,to TJ bank personal finance product market segmentation,target market selection,market positioning analysis,put forward 4 ps strategy,improve the bank personal finance product related marketing concept,through in-depth empirical analysis,this paper studies the bank customers prefer to buy personal finance products in TJ,And which elements of personal finance products are more easily recognized by customers,and compared with the existing theoretical analysis,the conclusion is drawn that the target market strategy of personal finance products of bank of TJ is more suitable for customer needs,and finally the marketing plan of personal finance products is formulated.It enables bank of TJ to occupy a place in the market of personal financial products,and also provides guidance for other commercial Banks to formulate relevant marketing strategies.This paper focuses on the perspective of comparative innovation.The target market strategy of personal finance products of bank of TJ is the main object of this paper,and it also discusses how to improve the competitiveness of Banks through market segmentation,target market selection and market positioning,so as to ensure that bank of TJ can show its edge in the fierce competition among Banks.This paper is divided into six parts:the first part is the research background,related literature review,found that most of scholars from the perspective of overall and individual bank personal finance product marketing strategy and product design should pay attention to differentiation,innovative will effectively promote the development of bank personal finance business,but about how to make the target market strategy according to the customer's requirements,the design of personal finance product marketing strategy research is not much.Therefore,based on the target market strategy,this study proposes the marketing strategy of personal financial products.The second part defines and elaborates the concept and relevant theories of the target market strategy of personal finance products of Banks,which lays a theoretical foundation for the analysis of this paper.The third part is the analysis about the present situation of TJ bank personal finance product marketing,understand the bank personal finance marketing level relatively steady growth since 2016,the balance of product sales are increasing,but the problem:there are four aspects in the process of marketing products is single and homogeneity,pricing method is not scientific,limited marketing channels,sales promotion personnel working ability is low,service level can't achieve ideal level,has an impact on the development of TJ bank.Therefore,it is necessary to select and position the target market of bank of TJ and develop effective marketing strategies.The fourth part carries on the hypothesis to the research and designs the questionnaire survey.An empirical model was built based on the questionnaire survey data to analyze the influencing factors of consumers'purchase of financial products,so as to help Banks determine the market positioning of products.According to the empirical results will bank in TJ market situation,level of education,according to the customer's assets for each age group,ultimately determine the bank's target market is the mid-market in TJ,the main customer base for 31-40 light years in people,is to promote the right bank financial product,should pay attention to maintenance,to customers to provide professional one-stop tracking service.The fifth part is the way to achieve the target market strategy is to develop effective 4Ps strategy.This paper proposes corresponding marketing strategies from four aspects of product,price,channel and promotion,and improves the strategic deployment of target market.The sixth part draws the conclusion and carries on the forecast to own research insufficiency place.