China Construction Bank BD Branch Of Personal Financial Products Offline Advertising Communication Strategy Research

In recent years,the market economy of our country has developed rapidly,the disposable income of urban residents has gradually increased,the personal finance market has become bigger and bigger,and the personal finance business competition among the major commercial banks has become more and more intense,all the major commercial banks regard personal financial management business as an important and new profit growth point.However,in recent years,the inflation rate has been gradually rising,and consumers with growing personal wealth urgently need to seek a safe and stable way to increase their value in order to fight against inflation,as a result,many consumers are choosing to buy personal wealth management products from commercial banks.However,most consumers do not have a deep understanding of personal financial products,and the Information asymmetry,single channel and low quality of the promotion staff of the bank’s offline advertising are not enough,it is difficult to market personal financial products.Therefore,it is of great significance to study the offline advertising communication of personal finance products.Based on the research of domestic and foreign literature and the 5M theoretical framework of advertising communication,this paper makes a deep analysis of the current situation of CCB’s personal finance products and offline advertising communication in Baoding,by using the methods of Literature Research and questionnaire survey,this paper analyzes the difficulties of implementing the advertising target,and points out that it is difficult to carry out the advertising target,and the advertising communication is weak A completely unified offline advertising strategy,low media coverage compared to a single advertising message,and poor advertising timing weaken the effectiveness of the communication;The lack of information feedback system makes the monitoring of advertising effect difficult.On this basis,it proposes to define the concrete and implementable target of offline advertising,to formulate a scientific and reasonable budget for offline advertising,and to formulate an offline advertising strategy to meet the needs of the Baoding market Developing media channels for offline advertising,formulating scientific and systematic plans for offline advertising,and establishing a sound feedback system for offline advertising,for the effective promotion of financial products has important practical value.