Research On Marketing Strategyabout Retail Businessof S Bank Lanzhou Branch

In recent years,with the rapid growth of China's economy,rapid accumulation of personal wealth,high net worth families continue to expand;China financial reform deepening,financial disintermediation,interest rate marketization and the network economy interaction;traditional wholesale business development and profit space narrowed,the retail industry provided is becoming more and more important;the gradual liberalization of the foreign capital bank retail business range constraint,industry competition is becoming increasingly fierce.The development of retail business of domestic commercial banks are facing unprecedented opportunities and challenges.Retail business has become the strategic objectives of the transformation of commercial banks.But the development of the retail business of domestic commercial banks is far behind the economic development and the development of the financial needs of individual customers.This investment will shrink,the banking sector of the high-quality resources of fierce competition for status in joint-stock commercial banks and enterprises under the background of global finance,to S bank Lanzhou branch of the retail business as an example,from the policy environment,regional environment,industry competition environment,and analyzes the marketing status quo and existing the problem,analyzes the impact of several factors and problems of marketing,and the Lanzhou branch of the retail business overall situation was analyzed,the Lanzhou branch of S bank in the retail business marketing management in market positioning is not clear,the product strategy,distribution strategy,rigid single promotion strategy is lack of features and organization management etc.the main light weight management the conclusion,based on the literature research and related academic research results,put forward by the market positioning,target market selection,producing the above conclusion Diversification,full marketing,personnel and service promotion,advertising and mechanism improvement strategy of product innovation,combination and improvement,cost and demand pricing,marketing channels to improve the marketing present situation and solve the existing problems,finally,on the basis of the above proposed from strengthen the marketing team construction,organization system construction of a number of recommendations and measures to protect and improve the implementation of the marketing strategy.