Research On The Marketing Strategy Of J Bank's Wealth Management Products

In April 2018,the four regulatory agencies of the People's Bank of China,the China Banking Regulatory Commission,the Securities Regulatory Commission and the Administration of Foreign Exchange jointly promulgated the Guiding Opinions on Regulating the Asset Management Business of Financial Institutions(hereinafter referred to as the "New Regulations on Capital Management").The new regulations are the policy guidelines and institutional guarantees for the regulatory agencies to plan the future of China's wealth management products market.They also guide the trillions of wealth management markets to a more reasonable level of risk.From the perspective of commercial banks,The introduction of the new regulations is also an opportunity for commercial banks to transform and develop.How to adopt the new policies of the regulatory agencies,based on the strategic transformation of commercial banks,and adhere to compliance and product innovation.It has become the focus of attention and research of commercial banks to accelerate the market share of our wealth management products and occupy the market of future wealth management products.This paper takes the wealth management product business of J Bank Heilongjiang Branch as the research object,and analyzes the current situation and business characteristics of the bank's wealth management product business based on the current situation of financial market in the province.This paper analyzes the internal market environment,external environment,competitive advantage of financial management products,characteristics of financial management products,market challenges to be met in the future,and combines marketing theory and brand marketing theory.To J Bank Heilongjiang branch wealth management products marketing suggestions.This article believes that the bank should implement the brand marketing strategy of wealth management products,intensify research on wealth management product innovation,promote customer segmentation and product differentiation of wealth management products,maintain the competitive advantage of the bank's wealth management products,and use the marketing combination strategy through emphasis.We will build a comprehensive customer service system and continue to maintain a leading position in the financial management product industry.