Research On The Transformation Of The Retail Business Marketing Strategy Of Minsheng Bank A Branch Under The Smart Branch

In recent years,China's financial reform has been deepening.With the popularization of Internet technology in the financial industry,the traditional retail business of commercial Banks has encountered challenges and competition from online and offline,financial peers and non-peers.Retail business is indispensable to the commercial bank profit growth point,and the pattern of service marketing mode of traditional retail business,as the Internet technology popularization and the change of take the customer as the center of the marketing concept,with the aid of new tools and products,marketing process optimization and professional talent training,Banks become the key of the retail business transformation.The research of this paper is based on the emergence of Internet finance,which is also at the time of the transformation of retail business of traditional commercial Banks.First of all,by expounding the research background and significance,this paper points out the overall research ideas and methods,as well as the innovation of this paper;Secondly,it introduces the retail business of commercial Banks,and from this connection with service marketing theory,customer relationship management theory and precision marketing theory,summarizes the challenges brought by fierce market competition to the retail business of Banks.Third,through the concept of intelligent network and the theory of network transformation,this paper mainly introduces the retail business of CMBC and the current situation and problems of the retail business transformation of CMBC's A branch under the new situation,and puts forward the feasibility and necessity of the transformation of the retail business of CMBC's A branch.Finally,according to the actual situation of sub-branch A,it is proposed that sub-branch A should make use of intelligent hall equipment,professional marketing personnel and service process,base on customer group management,product innovation and marketing strategy,and provide feasible plans in risk management,scientific and technological investment,talent training and other aspects.Internet financial shock force of traditional retail business of commercial bank to change place,through the research,this paper makes A sub-branch of bank of the people's livelihood retail business through the intelligent network construction,the optimization of the marketing process,improve the service quality,enhance the competitiveness of their products and personnel professional level,improve customer satisfaction at the same time,the retail sales model to customer demand as the guidance,real become the same sequence,and the advantages of the retail banking.