Research On The Development Strategy Of Retail Business Of Joint-Stock Commercial Banks

Chinese commercial banks explore the value of retail business deeply in the different stages of the transformation.Although the retail business has the characteristics such as complex customer source,small monomer volume,high service requirements,high Operating cost,complex business,big management difficulty,slow returns.The retail business maintain the bottom pillar for the development of banks because of the features of low risk and stable income.Additionally,the structural changes to the financial capital from the Internet technology,and the continuous growth of personal wealth is the foundation for the rapid development of the retail business.Chinese commercial banks are in the process of transition from product competition to service competition,and then to the transformation of customer competition.Indeed,change will encounter obstacles and difficulties,but growth and development will be get in the process of solving the problem.This paper aims at the characteristics of joint-stock banks and the core problems faced in the transformation and marketing of retail business — the transformation of ideas,the strengthening of skills,the improvement of management methods and institutional,the upgrading of information system,etc.,to discuss the improvement of customer value in order to research the countermeasure,and based on the perspective of precision marketing,as a branch of western joint-stock A bank as an example,using the relevant marketing theory in Segmenting,Targeting and Positioning,Position service marketing and Marketing process control for the Application practice to set up the path to enhance the efficiency in fine marketing and management follow the joint-stock banks retail business Strategic.I hope provide some suggestions for banking industry in the field of retail business development.