Marketing Strategy Of China CITIC Retail Banking On Intermediary Business Based On Survey

With the continuous development,reform and innovation of the domestic financial market,China's commercial Banks are faced with an unprecedented living environment,with the influx of competitors and the improvement of residents' wealth.At the same time,the asset quality of Banks is facing a serious test,and the net interest margin gradually shrinks.With this environment mentioned above,retail banking has gradually replaced the traditional business and becomes an important business area of modern commercial Banks,which could adjust structure,disperse risks,stabilize income and enhance competitiveness.The business share and profit contribution rate of retail banking are more than 50%of the profits of major Banks,in the income structure of commercial Banks in developed countries.At present,the commercial banks in China have realized the importance of retail banking business,and launched dazzling financial products emerge in endlessly to attract customers.In the face of increasingly fierce competition,how does China CITIC Bank make use of its strong group background,integrate resources,focus on the market,and develop an appropriate marketing strategy of intermediate business income of retail Banking,which is keeping pace with the times from the needs of individual customers.It has become a significant step in the future development of retail banking of China CITIC Bank.Based on theories of consumer behavior,market research and marketing,this paper focuses on the marketing strategy about the intermediate business income of China CITIC Bank's retail banking,analyzes competitors and industry of retail Banks of China CITIC Bank,collects first-hand data from questionnaire collection.Based on the results of SPSS data analysis and relevant theoretical basis,this paper attempts to analyze the consumer behavior and market demand.Finally,combining the market segmentation and 4C marketing theory,this paper puts forward marketing strategy Suggestions from the four aspects of customers,communication,convenience and willing cost.This paper argues that China CITIC Bank's retail banking should segment the market,focusing on women,the elderly,young and middle-aged market,reduce the actual,opportunity and capital cost,strengthen the team building of financial managers,encourage financial managers to open public account courses,create a customer referral system,improve old customers' enthusiasm to introduce new customers,focus on improving the brand and channel security,provide customers with satisfactory value-added services,and increase the investment in electronic technology to promote the transformation to financial technology bank.