The Study Of Retail Business Marketing Strategy

Currently, China’s economic structure has been increasingly optimized. Correspondingly, The reform of the financial system also has been deepened constantly. Due to the impact of external environmental, As one type of basic financial institutions, Commercial banks’ traditional extensive operating manners and profit model have been shocked to different degree. Whereas the retail business, characterized by the diversification of risk, low energy consuming, abundant and stable customer resources, huge exploration potential etc, whose importance grows increasingly, and is bound to become important direction of the transformation and development of commercial banks in China.Bank of Communications Beijing Branch is the research object of this thesis. In view of its actual operation, it has opened a new chapter after the reform of shareholding system since 2005, which has laid foundation and created conditions for the sound operation and sustainable development in the future. Bank of Communications Beijing Branch has paid high attention to the development of retail business in recent years, and has made great progress on aspects of retail products innovation, retail channels expansion, retail prices optimization, retail promotion and retail team building strengthening etc. However, some problems and conflicts of marketing management of retail business have exposed along with the development of business and the intensification of competition.Through literature review of retail business development process of domestic and overseas commercial banks, by analyzing the macro-environment that Bank of Communications Beijing Branch is facing at present, using the PEST analytical model, This thesis analyzes the strengths, weaknesses, opportunities and threats etc of retail business of Bank of Communications Beijing Branch by using the SWOT analytical method. By analyzing the existing problems on the marketing strategy of retail business in Bank of Communications Beijing Branch and by providing the improvement countermeasures for some marketing strategies, the author hopes to provide theoretical guidance to Bank of Communications Beijing Branch to strengthen the competitiveness in its retail business.