| In the past ten years of banking wealth management business,the seemingly risk-free and high-yield wealth management products are contrary to the common sense of economics.Looking at the next decade,we will find that the capital preservation has begun to disappear.The financing structure and costs of our country are undergoing profound changes,and the stage of macroeconomics is completely different.The risks and bubbles accumulated in the original financial system have gradually been released with the supply-side reforms in recent years,and the policy of de-capacity and leverage reduction.Cost-free financing,especially for real estate companies and government platforms,has become a "past-style" of prosperity.As a result,the financial industry,especially the issuance management of financial products that directly affect the form and cost of social financing,has also reached a fork in the transition.The main objective of this paper is to use the wealth management products of Huishang Bank as the specimen to solve the problem of the escalation of asset management and supervision,the gradual withdrawal of rigid redemption from the historical stage,the resolution of the upcoming problems in the marketing transformation of Huishang Bank’s wealth management products,and the promotion of Huishang Bank.The ability to compete in the fierce market while providing reference for other banks.This paper combines domestic and foreign research and theory on the marketing of personal financial management of banks,and aims at the development of wealth management business of Huishang Bank under the introduction of the new regulations on asset management,through questionnaire survey methods and SWOT analysis methods.From three aspects,the marketing strategy of wealth management products of Huishang Bank was discussed:clear marketing point of wealth management products,product marketing and service marketing.Based on the SWOT analysis of Huishang Bank to find out its current marketing problems,this paper proposes from the marketing strategy level that Huishang Bank’s personal wealth management product marketing should establish a customer credit system and launch a structured deposit product.Huishang Bank should take advantage of the steady growth of Anhui’s economy,the continuous improvement of residents’ income and the sharp increase in wealth management demand,change the current backward marketing strategy of wealth management products,and build a marketing strategy system for financial products that keeps pace with the times.The problems discussed in the article,the conclusions reached and the suggestions made are the success of the combination of theory and practice.They have strong credibility and operability.They have certain reference for Huishang Bank and investors. |
