Research On Marketing Strategy Of Retail Business Of CITIC Bank

With the development of banking reform,it has become a common understanding for commercial banks to actively expand new business,maintain basic customers and improve asset management ability.Retail business has shown unique advantages and huge business opportunities because of its small risk,wide range,low cost and stable income,and has become the "focus" field pursued by major commercial banks.As one of the 12 joint-stock commercial banks in China,CITIC Bank has experienced a second transformation in its retail business development.It has achieved good results in brand building,marketing system,network standardization,system construction and service standardization.But...Yes,because its retail business development time is short and marketing management experience is not enough,so CITIC Bank also has some problems in the process of marketing retail business.This paper mainly adopts three research methods:literature research,case analysis and practice investigation.Based on the relevant theories of retail business and marketing strategy of commercial banks,this paper analyzes the necessity of developing retail business in commercial banks under the background of new normal economy.Then from four aspects of political environment,economic environment,social environment and technological environment,this paper analyzes the macro environment of CITIC Bank's marketing retail business,and introduces the construction of its characteristic retail business products,services and marketing channels at the same time.This paper expounds the marketing situation of the bank's retail business,and finds out that the target customer group of the bank is gradually increasing,the investment of the individual loan business is increasing,the credit card business and the overseas financial business are also increasing.However,there are also problems in product and service innovation,pricing mechanism construction,promotion system construction,marketing channel layout,personnel quality and ability training.Finally,from customer group acquisition strategy,product strategy,price strategy,promotion strategy,channel strategy,talent ability Six aspects of the strategy of quality training are proposed to provide a series of pertinent and operable suggestions to further optimize the marketing strategy of CITIC Bank's retail business.