Research On The Marketing Strategy Of Pension Financial Products Of ICBC C Branch

China’s ageing process is relatively rapid,and the structural and advanced features of ageing are evident,specifically in the form of "ageing before wealth" and "ageing before preparedness",and the rapid ageing and massive ageing of the population is particularly evident in China compared to other countries.However,the unbalanced development of the three pillars of the national pension system,coupled with the significant increase in the population’s demand for basic living,the situation of social ageing is still not optimistic,and there is still a great burden of support in the country,this is both an opportunity and a challenge for commercial banks.Therefore,based on the idea of "problem identification-problem analysis-problem solving",this paper analyses the pension financial products of ICBC Branch C by taking a specific case.Firstly,based on the relevant research background,we define the concept of pension finance by sorting out the status quo of domestic and international research,and explain the foundations used in this paper,including life cycle theory,welfare economy theory and 4C marketing theory,so as to provide the theoretical basis for the later writing.Secondly,based on the current situation of pension finance in China’s commercial banks,the paper compares ICBC Branch C’s Yi Xiang An Tai pension financial products both horizontally and vertically,and explains the positive initiatives made by ICBC Branch C in the pension finance business.Thirdly,through a questionnaire survey on the needs of ICBC Branch C’s customers for retirement financial products,we analyse the lack of marketing and promotion efforts and the lack of product innovation in the marketing of retirement finance in the branch.Finally,specific marketing strategies are proposed to address the problems in the marketing of senior citizen financial products in ICBC Branch C: optimising the marketing and promotion strategies of senior citizen financial products,innovating the design of financial products for senior citizen services and improving the level of professional team building.Through the research of this paper,we aim to find out the problems in the marketing of pension financial products of ICBC Branch C,provide some ideas for its marketing strategy of pension financial products and increase the market share of pension financial business of ICBC Branch C.At the same time,this paper’s research on the marketing strategy of ICBC Branch C’s pension finance products also provides reference and reference for the development of pension finance business of other banks of the same type.