| Since the first bank financial products were issued by Chinese commercial banks in 2004,more and more investors have taken bank financial products as an important investment product.The style,type,amount of issuance and scale of bank financial products have begun to expand rapidly,and bank financial services have gradually become a part of the business income of commercial banks."Deposit,loan and remittance" is the fourth largest income pillar.With the rapid development of economy,customer’s demand for various financial products is gradually increasing,which prompts banks to actively seek countermeasures,including the development and design of personalized products for different financial needs of customers.In order to better meet the diversified needs of customers for financial products,banks need to conduct research based on the preferences and needs of different customer groups,and summarize,analyze and summarize the survey data.According to the research conclusion,bank professionals design and develop financial products to meet the needs of customers,to maximize the security of financial funds of customers,and to achieve the value-preservation and value-added of financial funds.For commercial banks,grasping customer’s demand for financial products is the key to implement the correct differentiation strategy.In order to adapt to the increasingly fierce competition and changes in the financial market,it is necessary to further improve and improve the marketing strategy of financial products of postal savings banks.On the one hand,based on the existing " Ling Huo Bao " financial products of branch A of Postal Savings Bank,this paper conducts SWOT analysis to understand its strengths,weaknesses,opportunities and threats.On the other hand,based on the development of financial products of branch A of Postal Savings Bank,this paper comprehensively analyses the financial management and marketing environment of branch A of Postal Savings Bank from macro and micro perspectives,seizes the opportunities brought by macro environment,and evades the threats and influences brought by other substitutes.Finally,this paper subdivides the market by data mining technology and formulates marketing strategies.Firstly,customer information is collected by questionnaire survey and market segmentation is based on family life cycle factors.Secondly,three indicators of R,F and M are determined based on RFM model.Thirdly,customers are divided into four categories by K-means clustering method,and the characteristics of each type of customers are analyzed to determine the target customers.Finally,according to the characteristics of target customers,market positioning is carried out,corresponding marketing strategies and restraint incentive mechanism are formulated,and marketing teams are trained to cooperate with the implementation of the program.Through this strategy,the core competitiveness,sales volume and market share of the "Ling Huo Bao" products of postal savings banks are improved. |
