M Commercial Bank Cash Management Financial Products Research On Marketing Strategy Optimization

At present,the financial services of major commercial banks are gradually attracting the attention of consumers with the continuous improvement of public financial awareness.However,traditional financial products of banks are also impacted by Internet cash management financial products such as "Yu ’e Bao".Compared with traditional financial products of banks with high starting point and long redemption cycle,Cash management financial products with both liquidity and profitability are favored by investors.In response,banks have launched all kinds of cash management financial products,and cash management financial products have become an important variety in the transformation of commercial banks’ financial products into net worth.The commercial bank in M City selected in this paper has certain advantages in the pricing of cash management financial products,but on the whole,the scale of financial services is small,the relative number of industry comparison is low,and there are still some problems to be solved in marketing management.This paper takes this as the starting point of the research and relies on relevant marketing theories.By analyzing the macro and micro environment of M commercial bank and the marketing status of cash management financial products,it finds that: M commercial bank cash management financial products are fixed income,the absolute number of non-break-even financial products is small,the relative number of industry comparison is low,but the return rate of cash management financial products still has a significant advantage.To solve the above problems,this paper,through STP analysis,clearly positions cash management financial products as an important product in the transformation of big retail in terms of marketing ideas.At the same time,precise marketing strategies are developed according to customer classification,gender,age and asset size of customers,and based on product collaboration.Develop differentiated marketing strategies according to customer types,risk preferences,investment habits and other customer group characteristics;At the same time,based on the 4P theory analysis and aiming at different market segments with customer characteristics,it proposes to strengthen customer segment management and precision marketing with the help of digital system.Centering on the strong customer base,cash management financial products are used to further strengthen "customer acquisition",improve customer activity and retain customers,strengthen the position marketing advantages of offline outlets,and promote financial services to expand the market.At the same time,it will accelerate the transformation of large retail stores,improve service quality and operation efficiency,and guide customers to allocate cash management financial products.In view of product positioning,the emphasis on products should be improved.Under the downward trend of interest rates,cash management financial products should be positioned as a tool to improve customer activity and retain customers,promote the synergy with traditional deposit business,and form a product system with mutual support and complementary advantages.At the level of product research and development,it focuses on value-added products and services supporting cash management financial products,promotes personalized product design and marketing,builds a customer-centric financial brand,and improves customer experience.At the level of product pricing,solidify the yield advantage,take the opportunity of overpayment,enhance product attraction and enhance product competitiveness.At the level of product promotion,special activities are used to coordinate with the publicity of outlets,and diversified publicity methods are created to enhance the reach of customers.At the product channel level,strengthen the physical network position marketing strategy,do a good job in the offline organization and personnel support,optimize the online service tools and efficiency.