Research On The Marketing Strategy Of Financial Products Of Commercial Banks Under The New Regulation Of Asset Management

Since the second half of 2012,the rapid development of asset management industry has accumulated a lot of achievements,which is conducive to the prosperity and stability of the financial system and plays an extremely important role in the national economy and financial market.On the other hand,some structural problems have accumulated behind the rapid development.In order to prevent the current and future asset management business from deviating from the track of healthy development,improve the effectiveness of supervision,and make up for the defects and shortcomings of the current regulatory rules and regulations,the new asset management regulations came out immediately.The regulatory authorities required that the asset management business(corresponding to the bank’s financial management business)should return to the source of "entrusted by others,financing on behalf of customers,and investors’ own risk".In the previous research,there are few researches on the marketing strategies of financial products of small and medium-sized banks in China,which are of little significance to the marketing of financial products of small and medium-sized corporate commercial banks,and the research is not universal.Based on the background of the new regulations on asset management,this paper studies the domestic and international research situation through literature research,qualitative analysis,investigation and case analysis,combining the marketing theory of target marketing,4Ps marketing mix theory,7PS service marketing theory,relationship marketing theory and so on.At the same time,it studies the actual case of P bank,and concludes that I The development of financial management business of China’s commercial banks has gone through four stages: germination,policy orientation,rapid rise and stable progress.Among them,under the strict control of the new regulations on as set management,P bank’s financial management business is in the stage of policy guidance.At the same time,bank financing is the leading role in the asset management industry.Bank financing customers are mainly individuals.In the market of overall financing business,there is a competitive pattern in which the total amount of large banks is dominant and the joint-stock banks are small and beautiful.However,due to the constraints of traditional financial management concepts,lack of effective supervision and imperfect financial management system,there are still problems in financial management products of commercial banks in China,such as insufficient information disclosure,serious product homogeneity,insufficient product level and lack of high-quality talents.In the process of case study,through interviews and telephone interviews with P bank’s customers and some financial managers of P bank and Z bank,and combined with the situation of Z bank in the same industry in the same region,it is learned that P bank has both advantages and disadvantages compared with other commercial banks in Henan Province.Through the analysis,the paper finds out the existing problems of P bank in the marketing strategy of financial products,and at the end of the paper,it puts forward ten small points in four aspects: customer demand,mar keting channel,professional talents,marketing means and environment,which are specifically applicable to the practical and feasible solution strategies of commercial banks in the marketing of financial products,aiming to develop the marketing of financial products of commercial banks under the new regulations of asset management Provide some reference and reference.