A Study On Retail Business Development Strategy For Changsha Branch Of Guangdong Nanyue Bank

Retail banking is one of the direction of future development and transformation of domestic banks.The retail business in Changsha Branch of Guangdong Nanyue Bank(GNB)expansion strategy and safeguards are proposed to resolve in the peer target market when targeting the retail banking market,how to ensure that Changsha Branch of GNB in the fierce competition in the corresponding position to meet the economic and financial development and customer needs,and establish a good momentum of sustainable development,and ultimately to achieve its business objectives.Taking Changsha Branch of GNB of the retail business as the research object,through objectively analyses the lines of the current marketing situation,combined with the macro environment it faces,Porter five forces model analysis and SWOT model are used to identify Changsha Branch of GNB development opportunities,threats,strengths and weaknesses;then starting from Changsha Branch of GNB of the retail business and problems,to discusses Changsha Branch of GNB of business marketing strategy combined with market segmentation and market positioning theory;reach a conclusion,the implementation steps of marketing development strategies is formulated,the strategies are related to services,products,channels and the like manpower,and propose appropriate safeguards to ensure the effective implementation of Changsha Branch of GNB of business marketing strategy,analysis and implementation of the marketing strategy expected results achieved.Results of the study show that,due to the Changsha Branch of GNB was established in the early stage,the customer base is weak,narrow marketing channels,inadequate staff marketing capabilities,and facing a strong competition in the industry,their marketing environment is not optimistic.In this regard,Changsha Branch of GNB can operate through customer strategy,product development strategy,channel strategy and service transformation strategy,and under safeguards appropriate strategy to enhance the performance of the retail business in Changsha Branch of GNB.