Research On Marketing Strategy Of FD Bank Tourism Financial Products

As the largest city commercial bank in Yunnan Province,FD Bank has been based in Yunnan and insisting in serving Kunming&Yunnan since its reorganization in 2007.FD bank has always been to promote the capabilities of serving the real economy,and the leap-forward development of Yunnan.Yunnan locates on the key position of national strategy 'one belt one road',tourism resources are gathered here,and many rare and unrepeatable tourism resources have created the status of Yunnan Province as a major tourism province.FD Bank is currently undergoing business transformation and upgrading.The market positioning in the next few years is a modernized characteristic bank that spans the leap-forward development,financial innovation,small enterprises serving,and wealth management.FD will focus on five major characteristics of cross-border,technology,inclusive,tourism and wisdom,and strive to develop into an innovative modern commercial bank with business compliance,asset quality,excellent service and excellent culture.Therefore,this article will closely focus on FD Bank to conduct in-depth research on the marketing strategy of tourism financial products.The paper begins with a detailed introduction to the background,research significance,relevant research at home and abroad,as well as the content and methods of this study.Besides,I defines the related content of this paper and give the theoretical basis of writing.I also analyzes the current situation of tourism financial development at home and abroad,which lays a foundation for the following contents.Afterwards,this paper introduces the present situation of FD Bank,the research object,and its tourism financial products,then summarizes the problems that FD Bank has to deal with during the marketing of tourism financial products,then this paper also analysis the internal and external environment of tourism financial products marketing of FD Bank.Finally,the summary analysis comes,the implementation strategy,which could be carried out by FD Bank to tourism financial product marketing is put forward:how to choose target customers,how to implement strategy for products,prices,channels and promotion,the relevant feasibility risk control measures also have been taken into concern.