Research On Marketing Strategy Of Retail Business Transformation Of D Sub-branch Of H Bank

Facing the tremendous changes in the domestic and international economic and financial fields,the domestic banking industry is undergoing a profound transformation,and retail finance has undergone transformation.Since 2011,H Bank has promoted the transformation of outlet retail business and implemented transformation pilot projects in major cities,in which H Bank D Branch is one of the retail business transformation pilots.After the implementation of the retail business transformation,H Bank D Branch still has many problems that the customer hierarchy and group positioning are vague,the product is simple and lacking rich ones,and the marketing means and service channels are single.On the analysis of the theoretical development and practical background of the retail business transformation of commercial banks at home and abroad,this article,based on the current development of the retail banking market in China,which takes the example of the D sub-branch of H Bank and combines the current situation of the retail business transformation and the actual operating needs of the D sub-branch,puts forward the business requirements of the marketing transformation of the D sub-branch,which is from the mass market to the scientific selection of target markets and deep exploration of market value,from the management focus on statistical control to the continuous dynamic innovation,from one-way promotion to interaction communication,from fuzzy judgment to scientific measurement.This article which creatively integrates the latest CCDVTP marketing theory,domestic and foreign practice experience and business transformation requirements of the D sub-branch,formulates the post-transformation marketing strategy of retail business in the D sub-branch,which is focus on the target market,through value creation,value communication and value transfer,to achieve continuous profit,and formulates transformation measures,including dynamic focus on target markets,value innovation,value communication,value transfer,and continuous profit.The target customers are redivided into "five types of customers" : namely,individual industrial and commercial households and private owners,professional white-collar workers and enterprise employees,civil servants,college students and freelancers.To create value is that the retail products of Banks are divided into four categories: basic media,investment and financial management,personal loan and consulting,which is to recombine the products,increase the added value of the products and increase the competitiveness of the products.Value communication is to deliver the characteristics of financial products to target customers through the development of customer contact plans,product promotion and precision marketing to achieve retail business communication,and by the exchange of financial product information with target customers,which will help that the popularity of financial products is enhanced and the brand loyalty of bank H is built.Value transfer means increasing product popularity and realizing value transfer through customer relationship management and maintenance,channel integration and team integration.Based on the analysis and summary of the marketing strategy of H Bank's D branch retail banking,it is hoped that this article can play a certain theoretical supporting role in the management idea and method of H bank's retail business,which may provide reference and guidance for the effective integration of resources,accurate market positioning and the formulation of differentiated retail business marketing strategies.