At present, along with our country residents of financial product awareness gradually improve, to a certain extent promote the comprehensive development of financial products of commercial banks in china. But now in the business development in China is not good, there are many deficiencies, especially in the banking industry and fierce competition from other financial markets, commercial banks want to get good push for all-round development of financial products, we must increase the construction of marketing strategy and perfect, only the correct use of various market marketing strategy will continue to open up the commercial bank financial market, competitive advantage. Therefore, strengthening the construction and improving the financial product marketing strategy of commercial bank is the commercial bank financial products are the key of all-round development.
Based on this, this paper analyzes the development survey according to the current situation of our country commercial bank financial products, combined with the Hubei branch of China Construction Bank financial products marketing as a starting point, has carried on the discussion will first on the topic research background, significance and research situation at home and abroad, the market marketing theories the paper, which is mainly given from two aspects of product marketing theory and STP theory; on this basis, further analysis for current situation of marketing of financial products, the Construction Bank of China Hubei branch of the relevant concepts of financial products, mainly analyzes the Construction Bank Hubei branch of the financial market development and marketing status, and find out the existence of Hubei branch of the Construction Bank financial products marketing problems, the main problems are: the unclear target market, market position is not clear, lack of financial products innovation, unreasonable pricing and so on; thirdly, analysis on the construction of bank financing products marketing strategy construction, respectively from the SWOT analysis, target customer analysis, competitor analysis a comprehensive analysis of three aspects; finally, suggestions for improvement Bank financial products marketing strategy, puts forward some countermeasures, existing in the current construction bank financial products marketing process and the construction analysis for example, several aspects of the target market selection, product strategy, price strategy to improve, and the research in this paper could promote the further development of the Hubei branch of Construction Bank financial products in a certain degree, to better promote the comprehensive construction of the line. At the same time, but also for other commercial banks to provide certain reference role in the construction of financial product marketing strategy.
Keywords: Commercial banks, financial products, marketing strategy