Research On Extending Marketing Strategy Of Retail Business Of Bank A Based On Customer Demand

Since the 21st century,the retail business of state-owned commercial banks has grown rapidly,the variety of products has become increasingly abundant,the business channels have been continuously expanded,and the business scope has gradually expanded,becoming the main profit growth point of commercial banks in China With the continuous development of Internet technology,the daily life habits of Chinese residents have been greatly changed.Especially in the fast development of mobile Internet,the retail business of state-owned commercial banks should keep pace with the development of mobile Internet.In addition,P2P platforms,"balance treasure" and other precious products to the deposit market,resulting in Jinrongshichang's deposit battle continues to upgrade,depositors bargaining power has increased significantly,and banking capital costs have continued to rise.Because of the stability and growth of the profit of the retail business of banks,state-owned commercial banks in China have put forward strategic plans for the transformation of the retail business.The transformation of the banking retail business will inevitably lead to product transformation,channel transformation and marketing transformation.Product research and development will better meet the needs of customers,and channels will be more convenient and have a sense of technology and wisdom.Marketing is more extensive,from "sit" to "line."Bank A is one of the state-owned commercial banks in China.Its retail business outreach marketing has problems in terms of organizational structure,management ideology and operating system,customer classification,team building,performance evaluation and incentives,and risk control.This makes A bank retail business outside extension marketing development faces huge challenge.Taking bank A as an example,this paper will analyze the problems and causes of the marketing transformation led by the retail business transformation in our banking industry from the perspective of the current marketing situation of foreign extension business,and put forward specific countermeasures.It may provide new marketing ideas for the further research of the bank retail business extension marketing,and may provide some reference and guidance for other related enterprises in the external extension business marketing.Since the external extension marketing of banking retail business is a new kind of business development channel in our country,it is currently in the exploration stage,and there are very few relevant research documents.This paper is based on the current development of the external extension marketing of A banking retail business.From products,pricing,channels,precision marketing,marketing team,risk control six aspects of marketing strategy.