M Bank Jiang Xi Branch Retail Loan Marketing Strategy

With the rapid development of China's economy and the income level of resident, the product demand for retail loan is gradually growing and diversity which provide a broad market for Chinese retail banking and retail loan business development. As one of the four biggest state-owned banks,M should hold the opportunity to improve their retail loans marketing ability from various aspects in order to make good foundation and achieve the goal of becoming the domestic top-ranking retail loan bank.This paper selects M bank branches as a target of jiangxi province, using PEST, SWOT analysis of M Banks to analyse the external macro environment,opportunities,challenges as well as the advantages and disadvantages for retail loan business branches of jiangxi province. Through the market subdivision to find out this branch retail loan business target market, and carries on the effective market positioning, on this basis, using the market marketing theory from the product marketing strategy, price marketing strategy, channel marketing strategy, promotion, marketing strategy, relationship marketing strategy, service and the strategy of marketing angles to propose the marketing strategy combinations for M bank branches of retail loan business of jiangxi province to realize these marketing strategy safeguard measures which include funding, organization guarantee, internal assessment security, internal risk control security and technology, in order to guarantee bank branches of retail loans of jiangxi province. Improving marketing ability and market competitiveness in order to meet customer needs, and on the basis of improving customer loyalty and market share to provide the theory basis and the practical reference.