Analysis On The Financial Marketing Strategy Of X Bank Dalian Branch

In the first half of 2018,the People's Bank of China issued the ‘Guiding Opinions on Regulating Asset Management Business of Financial Institutions',Marking the official implementation of the new regulations on asset management.There are several changes: breaking the rigid redemption,product implementation of net worth management,closed financial management within 90 days to stop selling,the implementation of the new regulations,It has a very significant impact both banks and investors have a very significant impact.X Bank Dalian Branch as a branch of a commercial bank,from the beginning to the rapid development,it has encountered bottlenecks and re-adjustment.With the tremendous changes in the market,it has also experienced phenomena such as grow weakness and lost customers,especially in the new regulations.The elimination of fixed-income products has made product marketing has more challenges.Based on the development of wealth management business of X Bank Dalian Branch,this paper analyzes the growth of management assets and the number of customer of Dalian Branch in recent years,and visits the surrounding other bank on the spot to know about the products and customer types,and combine data to conduct research.I found the main problem of marketing of X Bank Dalian Branch is mainly on the lack of homogenization of products,the lack of high-quality talents,the backwardness of network hardware and the lack of online channel promotion.This paper uses 4P and 4C theory to conduct research,and analyzes the advantages and disadvantages of the current Dalian branch and the opportunities and challenges it faces.In the context of the new rules of capital management,the marketing strategy has been redefined,transforming the product-centered to customer-centered,especially on product design,promotion,marketing channels,and talents.The product strategy is centered on customer needs,improving hardware level,tangible display of wealth management products,forming a professional team,and introducing customers through online and offline channels.This paper will have practical significance for the transformation of the service concept and marketing strategy of X Bank Dalian Branch after the new regulations on asset management.