Domestic Commercial Banks Retail Banking Marketing Strategy Research

At present, developed countries in the region and the commercial banks, retail banking revenues constitute an important source of bank revenue. With economic development, retail business will become a major commercial bank profit growth. Because the retail banking business related to the livelihood of the residents, consumption, investment and so on all aspects of the securities, insurance, funds and other financial markets have a very strong cross and complement each other, a vast space for business innovation. At the same time, retail business with clients scattered, a single limited amount of business, large business characteristics. At the same scale of operation, the retail business to better spread the risks and realize the quality, effectiveness and scale of development. In addition, the retail business due to the large number of customers, changes in the macro-economic, business and economic benefits associated with low volatility and relatively stable earnings. As a result, domestic commercial banks in the strategic transformation of reform and development, the retail banking business of the increasing importance of retail banking and marketing management to expand into the financial sector is currently the most dynamic and the most potential for growth as one of the areas.Based on the basic concept of retail banking, business and its domestic marketing development process, the help of the international retail banking trend analysis on its retail banking business of high-speed development of advanced technology and management experience and domestic commercial banks Retail banking business development and marketing insight. On this basis, the use of article marketing (TSP) theory, analyzed and summarized the domestic retail banking business of marketing the status quo and development direction. Into an analysis of domestic commercial banks, retail banking competition in the current marketing problems in covering the concept of marketing and sales management strategies, marketing mix strategies, marketing strategies that exist in a number of issues.The author discusses the combination of domestic and foreign experts engaged in a long time and I work in retail bank marketing experience, by comparing the domestic and foreign commercial banks, the retail banking business development ideas and technology, an advanced extract of its marketing strategy, at the same time based on the current small number of walk At the forefront of the commercial success of the retail banking experience, combined with case studies, focusing on the analysis of domestic commercial banks in the retail business of marketing choice. The article in a complete market entry point for the process and focus on systematic account manager from the building, product innovation, marketing channels optimized to operate under the updated concept of customer relationship management, and other aspects of the major marketing strategy are described At the same time, from the organizational structure and marketing management system, risk management and control features in retail banking, and many other brand-building for the demonstration, and the corresponding countermeasures and suggestions.