The Study Of Retail Business Marketing Strategy Of Bank Of Communications Baoding Branch

With the deepening of interest rate liberalization,the rapid development of internet finance and financial Disintermediation,at the same time,the increase of capital supervision,commercial banks are facing the transformation and development.At present,the economic structure of our country is optimized and the financial system reform is advancing.The traditional extensive operation and profit model no longer adapt to the current development situation,and the retail business is increasingly important because of its risk diversification,customer resources,high cost and high profit rate.At present,there are more than 20 commercial banks in Baoding,competition is especially fierce.The Bank of communications Baoding branch was established in 2011.It is the fourth branch of the Bank of communications Hebei branch to improve the layout of the capital and provincial branches and improve the service capacity of local economic and financial services.Since the establishment of the Bank of communications Baoding branch,the development of retail business attaches great importance to the development of retail business,the rapid expansion of retail business,the proportion of retail business market,business income and other greater promotion and breakthrough,ranking the highest in the jiaoxing system.However,because of the late establishment of branch,the development of retail business is still in the initial stage,the retail business marketing management experience is insufficient,and the retail business marketing strategy has some problems.How the Bank of communications Baoding branch develops the retail business,expands the market share,optimizes the marketing strategy under the new situation is the current important research topic.It also has the profound practical significance.This paper takes the retail business of the Bank of communications Baoding branch as the research object and combines theory with practice.It makes a deep analysis of the Bank of communications Baoding branch from three aspects: the external macro environment,micro environment and the enterprise itself.This paper analyzes the macro environment of the Bank of communications Baoding branch faces from four aspects of politics,economy,society,technology.With the help of Potter’s five forces model,from the supply,buyers,substitutes and potential entrants and competition in the industry in five aspects it analyses and controls the micro environment faced by Bank of communications Baoding branch.This paper analyzes the progress and problems existing in the retail marketing of the Bank of communications Baoding branch from the aspects of product,price,channel and promotion.Through the analysis of the internal and external environment,with the help of the SWOT model,this paper summarizes the advantages,disadvantages,opportunities and threats faced by the Bank of communications Baoding branch.Combined with the specific problems,this paper puts forward the marketing strategy to develop retail business by using 4P theory.It includes strengthening the wealth management product innovation,producting portfolio marketing,increasing cross selling efforts and creating the best service banking brand;a variety of pricing strategies,fine pricing management;accelerating the construction of network classification,increasing the development of electronic banking,retailing customer manager team building,accelerating the Trinity channel construction and promoting the development of mobile finance;changing the concept of sales promotion,adopting diversified promotion methods,etc.All of them Constitute a retail business marketing strategy system.I hope to provide theoretical guidance through the research of the development of Bank of communications Baoding branch retail business.