Research On Marketing Strategy Of Retail Customers Of H Branch In Bank Of China

Faced with the increasingly fierce competition in China’s banking industry and the rapid rise of the retail business of commercial banks after joining the WTO,Chinese commercial banks should strengthen their retail business,as the most effective way to improve their competitiveness,which,therefore,makes the marketing change of commercial banks’ retail business increasingly important.With the development of the economy,consumer behavior has more and more influence on the final marketing strategies decided by commercial banks.But until now,few commercial banks in China has taken the impact of consumer behavior on their marketing strategies into consideration.Therefore,how to establish a scientific,reasonable and operational marketing strategy to improve the international competitiveness of China’s commercial banks is an urgent problem for China’s commercial banks.This dissertation believes that strengthening customer relationship management is the foundation of marketing strategy.Bank marketing personnel establish close contact with customers through a variety of interactive methods.Moreover,based on the database,they can expertly use CRM system of the bank to develop product portfolio marketing strategies,select customers,dig customers,and actively carry out targeted marketing,effectively identifying marketing opportunities and making preparations for successful marketing.At the same time,this dissertation believes that the study of consumer behavior has important guiding significance on improving the success rate of marketing.Bank marketing personnel can guide the decision-making process according to the characteristics and psychological analysis of customer consumption behavior,master all levels in the decision-making process,carry out positive stimulation,create frame effect,and effectively improve marketing success rate.This dissertation is an important exploration of how commercial banks can market their retail customers.Meanwhile,it is a key innovation to introduce consumer behavior patterns as guidance to improve marketing effectiveness,which has a positive guiding significance on the maintenance and expansion of commercial banks’ retail customers.Based on the classic marketing strategy theory and consumer behavior theory,this article selected branch H of Bank of China as a case,comprehensively used the knowledge and methods of bank management theory to study how to effectively market its retail customer group.This dissertation analyzed the macro environment,the customer structure and the marketing development status,used the relevant theoretical knowledge of customer relationship management to guide the strengthening of the sub-branch marketing strategy,and applied the relevant theoretical knowledge of consumer behavior to the practice of guiding branch H to grasp the marketing process and improve marketing effect.On this basis,a marketing strategy based on consumer confidence,consumer engagement and consumer service channel selection was established.Furthermore,after the implementation of the measures,the roots were tracked for over a year to verify the optimization of customer hierarchy,assets,and product structure,and to verify the effectiveness of the measures.Finally,combined with empirical analysis,the correctness of the retail customer marketing strategy selection of Branch H of Bank of China was verified.