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随着我国经济体制的转变,金融体系不断深化改革。人们生活水平的提升也使得他们能够将更多的钱用于各种投资,为了确保投资的安全性,居民一般都会选择银行提供的金融产品。商业银行是推出金融产品最早的银行,个人客户往往会根据产品的种类进行选择。随着商业银行的发展,个人客户需求也呈现多样化变动,个人金融产品的营销方向也发生了较大的变化,因此,需要转变产品营销策略,只有推出满足个人客户需求的产品才能够让商业银行在激烈的市场竞争中获得优势地位。本文主要对商业银行个人金融产品营销的特征进行分析,从而提出个人金融产品营销的有效策略。
As China’s economic system changes, the financial system continues to deepen the reform. The improvement of people’s living standards also enables them to spend more money on various investments. In order to ensure the safety of investment, residents generally choose the financial products provided by banks. Commercial banks are the earliest banks to launch financial products, individual customers tend to choose according to the type of product. With the development of commercial banks, diversified changes have taken place in the demand of individual customers, and the marketing direction of personal financial products has also undergone major changes. Therefore, there is a need to change the product marketing strategy. Only by launching products that meet the needs of individual customers can the commercial Banks gain a dominant position in the fierce market competition. This paper mainly analyzes the characteristics of commercial banks’ personal financial products marketing, and puts forward an effective strategy for personal financial products marketing.