Research On The Adjustment Of Marketing Strategy Of Quanzhou Bank's Retail Business

Under the influence of internal and external operating environment,the operation and management of city commercial banks in China has been severely challenged,especially in terms of asset quality and profitability.The strategic transformation of retail business has become an important way for city commercial banks to find new profit growth points and enhance their core competitiveness.Because of the weakness of the city commercial bank retail business foundation weak,and the indistinct development position,it will have important theoretical and realistic significance to study how to change city commercial banks business management pattern and strengthen the competitive power sustainable development ability by marketing strategy adjustment.Taking bank of quanzhou as the research object,The paper through researching of the retail business and marketing strategy theory,and combining the bank of quanzhou retail business external environment,industry environment and internal environment analysis,reveals the existing problems in the development of the bank of quanzhou retail business and the reasons.On the basis of the analysis of the present situation and the effect of marketing strategy in the bank of quanzhou retail business,the paper aimed at the problems in product oriented to the bank of quanzhou existing in the traditional retail marketing strategy,put forward product oriented and customer oriented marketing strategy according to market development cycle to strengthen customer relationship improvement and the effect of marketing strategy combination.Specific marketing strategy combination contains marketing strategy of product innovation,customer oriented marketing strategy,channel marketing strategy and value-added marketing strategies.These marketing strategies combine to complement each other,and realize the interactive unity of product,customer and relationship improvement.In order to guarantee the orderly implementation of marketing strategy adjustment,this paper puts forward the optimization of organization management structure mode,strengthening human resources reserve mechanism,perfect the retail business incentive constraint mechanism,establish information technology security system and other measures.