Research On Retail Business Marketing Strategy For Changchun Rural Commercial Bank Xiaoyaowan Branch

Changchun rural commercial bank co.,LTD.(hereinafter referred to as changchun rural commercial bank)is a joint-stock rural commercial bank under the joint community of rural credit cooperatives of jilin province.It was officially opened on July 29,2009 and is a partner bank for small and medium-sized enterprises that takes the road of specialization and refinement.According to the changes in the financial situation,the bank has determined the strategic goal of "based on changchun and facing the whole country",and implemented it step by step to gradually open the prelude of rapid and healthy development.Xiaoyaowan branch was officially opened in dalian on August 9,2017,becoming the fourth branch of changchun rural commercial bank in dalian.Xiaoyaowan sub-branch is a second-level sub-branch,whose administrative relations are subordinate to puwan new area sub-branch and established in jinzhou new area.Jinzhou new area is the combination of dalian development zone and jinzhou district,the largest administrative region in dalian.It is the core industrial area of liaoning coastal economic belt and the main functional area of dalian new urban area.In terms of marketing,xiaoyaowan sub-branch always adheres to the market positioning of the head office as "partner bank for small and medium-sized enterprises",promotes credit varieties such as "daidaili","daihuijie","daidaijie" and "jiyidai" small secured loans,and enhances its regional popularity and influence.Based on the risk control experience and customer service experience of the headquarters and branches of changchun rural commercial bank for many years,xiaoyaowan sub-branch focuses on the research of "agriculture,rural areas and farmers" business and supports the development of new high-tech agricultural projects.However,due to the short establishment time of xiaoyaowan sub-branch,compared with other Banks,it is not very well-known in the local area,and many businesses are unskilled and face many development problems,especially in the aspect of retail product marketing strategy.Taking changchun agri-businesses small kiln bay branch as the research object,through the analysis of its status quo,summed up the current small kiln bay branch began to exist in the course of the retail business marketing,pricing lack fidelity,lack of diversity channel strategy,promotion strategy is difficult to meet the market demand,and analyzes the causes of these problems.Next,the retail business in turn of small kiln bay branch PEST environmental analysis of macro,meso level of industry "five model" analysis and micro business environment analysis,and use SWOT matrix to discuss the results of the analysis,depth development of small kiln bay branch examines the environment and growth strategy(SO),stable strategy(WO&TS)and defensive strategy(WT),etc.The corresponding strategic measures.Finally,according to the marketing strategy target of small kiln bay branch,using 4 p model to specific product,price,channel and promotion strategy planning of the implementation of the means,and put forward from the customer groups,market competitiveness,marketing channel and system security protection four aspects of the specific safeguard measures,in order to promote the implementation of some effective marketing strategy of retail products.The 1990 s is a new period for the development of service marketing.In today's competitive environment,an important factor for commercial Banks to expand their market share is to provide high-quality financial services for customers.Taking changchun which composed of small kiln bay branch as an example,through literature analysis,SWOT analysis on the quantitative and qualitative research methods to explore the commercial Banks how to promote its retail products business,shaping the financial product marketing strategy to adapt to the new environment,service marketing and the development of appropriate,practical point of view of strengthen enterprise theory applied ability,or theoretical perspective to the related literature and case,is of great significance.