Research On Retail Business Marketing Strategy Of A Bank Puyang Branch

With the rapid development of the financial business of Internet companies,the era of mobile Internet finance has come,and the way customers receive financial services has also undergone tremendous changes.Internet companies based on large data computing,targeted at specific customer pain point in-depth marketing.Customers can receive services more through various preference terminals,financial needs are deeply activated,more attention is paid to service experience rather than product income,which challenges the original service model of commercial banks.Taking Puyang Branch of Bank A as the research object,taking the current internal retail strategy transformation,financial ecological environment and national policy as the research background,this paper analyzes the macro-environment and industry competition of retail business of Puyang Branch of Bank A,and then summarizes the current marketing strategy status and existing problems.To improve the comprehensive competitiveness of the retail business,the optimization scheme of marketing strategy is put forward to solve the problems of unclear retail business objectives,lack of overall planning,unsound product innovation system and absence of marketing organizations of Bank A Puyang Branch.This paper will analyze the macro-environment,industry competition,marketing status quo,advantages and disadvantages of the retail business of Puyang Branch of Bank A through various marketing analysis methods,and make the retail business market segmentation,clear the target market and market positioning,and find out the deposit in the retail business marketing of Puyang Branch of Bank A.In this paper,the author puts forward some improvement strategies in the aspects of product,price,promotion,channel,personnel,process and visible display of retail marketing.Through the above analysis,we hope to provide effective improvement measures for the marketing plan,strategy and management methods of the retail business of Puyang Branch of Bank A,and provide reference for the development of the retail business of other banks.It also plays a complementary and perfect role in the theory of banking marketing in China.