Research On Marketing Strategy Of Retail Business Of Jangbei Sub-branch Of Industrial Bank

In recent years,with the liberalization of domestic private bank and the rapid development of Internet finance,the joint-stock commercial bank retail business has been greatly impacted.In order to increase,the market share of the retail business,various domestic joint-stock commercial banks are developing community banks to a varying degrees.However,this mode of operation is unsustainable.The retail business model of joint-stock commercial banks must be transformed from quantitative management to qualitative management.However,with the serious homogeneity of products,the competition of non-financial institutions and the supervision of supervisors intensified,especially during the period of financial reform,the Bank’s retail business in the early stage of development in the region has a certain reputation,,The need for a major retail business transformation and breakthrough.This paper combines the theory of marketing and banking retail business,and uses the methods of combing research,comparative analysis,and case analysis,to study the case of Jiangbei Branch of Industrial Bank.By doing a longtime field research,the paper analyzes the existing problems in the retail business marketing of Jiangbei including: weak customer resources,single business variety,unreasonable customer structure,weak development of personal loan business.According to the above problems,we suggest the bank to adopt the following marketing strategies in the future:customer segmentation,customer relationship management,marketing channel expansion and promotion planning.These strategies will beput forward depending on perfect team construction,process management and examination mechanism as well as receiving the guarantee from the financial,cultural and technological perspectives.The case study and its research results presented in this paper is of practical significance to Industrial Bank Jiangbei Branch,and could contribute to the development of other branches of Ningbo Branch and also other regional branches of Industrial Bank..