Research On Finance Product Channel Marketing Strategy Of Huainan Community Bank Of Bank A

In recent years,the rapid growth of residents’wealth has led to an increase in demand for financial services,in which residents’ willingness to manage wealth has become stronger and stronger.At the same time,under the background of "Internet+",the strong attack of Internet finance has had a great impact on the asset management business of banks.The media role of bank outlets is weakening.Business faces not only the competition of regular outlets,but also the fierce competition of online interconnected finance,and the marketing competition of financial products is more complex and diverse.The transformation and upgrading of banks is imminent.It has become an important research direction under the new situation to get through the’"last mile"service and marketing of bank wealth management.As a new link between traditional commercial banks and Internet finance,how to realize resource sharing and complementary advantages between online and offline channels and provide better financial services for community residents has become the focus of attention of all walks of life.Through collecting,inquiring,reading,collating the relevant academic literature and research results at home and abroad,the author summarizes the current research situation and academic achievements of domestic and foreign scholars in the field of community banks and financial products marketing,which provides a theoretical basis for the in-depth analysis of the following articles.Then,this paper takes the financial products of Huainan Community Bank of Bank A as the research object,takes the current situation of channel marketing as the starting point,and based on the author’s own work experience and related theories and literature,makes a thorough study on the channel marketing of the financial products of Huainan Community Bank.Specific chapters are set as follows:In the first chapter,the background of the research is put forward,the significance of this study is elaborated,and the research ideas and basic framework are summarized.In the second chapter,the related concepts and theories of community bank,financial products and channel marketing are summarized and summarized.Chapter three makes a thorough analysis of the basic situation,the development of community banks,the introduction of the latest financial products,the current situation and problems of channel marketing of financial products of Bank A Huainan Branch,as well as the causes.Chapter 4 analyses the channel marketing macro environment,industry environment,internal environment and SWOT of Huainan financial products of Bank A.Chapter 5 introduces the characteristics and requirements of channel marketing of Huainan Community Bank of Bank A,the general situation of target market and the choice of target market,and designs and analyses the channel marketing of financial products by using marketing theory.Chapter 6 puts forward specific safeguard measures for the implementation of channel marketing strategy of financial products of Huainan Community Bank of Bank A from the aspects of service countermeasures,corporate culture,staff training,performance appraisal,internal control case prevention and so on.The seventh chapter briefly summarizes the viewpoints expounded in this paper,draws the conclusions of this study,and puts forward the shortcomings and future development prospects of this paper.At the same time,this study has wide applicability.The strategic objectives and strategies proposed in this paper are not only helpful to the marketing of financial products of Bank A Huainan Branch,but also can provide effective reference and suggestions for other commercial banks.