AA Retail Business Marketing Strategy Research

Retail business of commercial banks refers to the financial services provided by commercial banks, such as natural persons or families. For commercial banks, the retail business has fields, many kinds of products, risk diversification, benefit from the robust, additional high value and to resist the economic fluctuations in the capacity of strong and many other advantages, thus become a stable support for the business development of the bank. In today’s banking sector, as long as the financial product innovation, there will be a shadow of the retail business. Is a global perspective, the retail business in economy development countries and regions rise earlier, banks such as Citibank and Standard Chartered Bank International high reputation, in this business have made more mature development, and formed a systematic and scientific marketing system. In our country, the retail business in recent years to enter the development of the peak. Development time, the lack of experience and its management mode of multi factors, a number of domestic commercial banks in retail sales links appear some problems, if not timely link these problems, will not be conducive to the sustainable development of the business. Based on this, this research studies the retail sales of the A branch of the Agricultural Bank of China.This research mainly includes seven parts. The first part is the introduction, which mainly describes the background and significance of this study, domestic and foreign research review, research ideas and methods, research content, etc., to lay the foundation for the paper. The second part is the relevant theoretical basis, combined with the relevant literature, the concept involved in the study and the application of marketing theory to sum up. The third part is the A Agricultural Bank Retail business development present situation, from the A Agricultural Bank basic situation, the retail business marketing present situation, the current marketing performance and so on, and analyzes the problems of its marketing strategy. The fourth part is a retail business for Agricultural Bank of China sales SWOT analysis, with the actual research situation, a bank retail business advantages, weaknesses, opportunities and threats carries on the system analysis, and according to the conclusions, rough to put forward the marketing strategy choice. The fifth part is a retail business for Agricultural Bank of China marketing strategy optimization scheme, combined with a ABC retail sales situation and the crux, STP marketing theory, brand theory, customer relations theory,4C theory and the theory of financial innovation, as a guide, ABC a optimization marketing strategy of retail business, scheme for:clear target market, strengthening customer relationship management, product innovation management, strengthen channel integration and optimization of service process, strengthen brand management. The sixth part, put forward A Agricultural Bank Retail business marketing strategy implementation also need to establish a new marketing awareness, department coordination, human resources security, incentive and security, scientific and technological support, risk control and other factors to escort. The last is the conclusion, summarizing the research process of the paper, summarizing the problems and solutions, and looking forward to the implementation of the solution.The purpose of the study is:to call A Bank of China and other domestic banking entities in the retail business marketing process, pay attention to the application of scientific marketing strategy.