Research On The Retail Business Marketing Strategy Of China Minsheng Bank Changchun Branch

In recent years, China’s financial sector reform and constantly expand theirbusiness, including business and retail business, among them the retail business ofChina Minsheng banking also in development, and with the market competition isincreasingly fierce, will become an important part of current and future development.Under the state of competition in the risks and opportunities coexist, Minsheng bankto carry out the retail business must find accurate positioning, clear marketing strategy,combined with the marketing environment of Changchun city, customer base, tradepolicy, and use for reference the experience of outstanding business at home andabroad, for a suitable for their own development path, maintain and expand itsadvantages, further enhance the profit contribution of the retail business, achievesustainable development, in order for the sustained and healthy development of theretail banking business to provide certain theoretical basis and guiding significance.Therefore, this article from the following several aspects to Changchun branchmarketing strategy of retail business as a subject for research:The first part is the introduction part, mainly for the selected topic backgroundand research significance were expounded, and then again to the domestic and foreignresearch status about bank retail business marketing carding and analysis, finallysimply illustrates the main contents and research methods of the study.The secondpart is the body portion. Firstly, the paper describes the concept of retail banking, thetype and characteristics of generation and development; portfolio theory of marketing,such as4P,4C,4R marketing theory. Secondly, by way of fieldwork visits, retailmarketing status of Changchun Branch of China Minsheng Bank, the main problemsand their causes were studied in detail, and further against the merits of Changchunbranch retail business and the environment were analyzed for to develop innovative marketing strategies and provide theoretical support; again, the main problem and thereason for the retail business presence Changchun Branch, absorb and learn the4P,4C,4R marketing mix theory of superiority in product development, consumerhierarchical and relational characteristics of customer marketing and other aspects,targeted first put forward a "small micro","cell" of financial services marketingmodel marketing strategy; and finally, identified a series of specific operationalimplementation strategy to ensure the implementation of the strategy and values therealization that strengthen top-level design, implement strategic marketing modeltransformation; the strengthening of specialty brands business, product structureadjustment; develop new consumer products and services, to achieve a modernmarketing mode; improve customer hierarchical management, improve service qualityand level; strengthen retail business risk management to ensure safety of assets andother strategic options put forward five operable. The third part is the conclusion part;mainly on bank retail business marketing strategy implementation and futuredevelopment of the required conditions are summarized.