Research On The Retail Business Marketing Strategy Of YYL Branch Of Bank Of Xi'an

In recent years,with the rapid development of mobile Internet finance,the traditional retail marketing strategy has been unable to meet the needs of the current economic development in the face of the new normal economy.New products emerging in Internet finance constantly break the bank customers' recognition of the traditional financial management model and attract customers' attention and funds.With the rapid development of mobile internet,how to promote the upgrading and transformation of retail marketing strategy of commercial banks has certain theoretical value and practical significance.This paper takes the retail business of YYL Branch of Xi'an Bank as the main research object under the background of rapid development of mobile internet.Firstly,the related theories of retail business and retail marketing at home and abroad are summarized.Secondly,it analyses the current situation of YYL Branch's retail business marketing,and the problems existing in YYL Branch's previous retail business marketing.Then,by analyzing the advantages,disadvantages,opportunities and challenges of the retail business of YYL Branch of Xi'an Bank under the impact of Internet finance,this paper points out that YYL Branch of Xi'an Bank needs to arrange marketing scenarios to promote customer experience marketing,develop self-Media platform to promote self-Media marketing,strengthen the interaction of surrounding customers,develop community marketing,and strengthen service marketing to enhance customer experience.Household viscosity.YYL Branch of Bank of Xi'an has a good development foundation in Xi'an,but it is far from enough to use traditional marketing strategy to cope with the impact of mobile Internet finance.Only by making good use of self-Media channels,further close to customers,understanding their needs,and strengthening interaction with customers,can we better seize the opportunity of development,meet the challenges of the future,and let YYL branch walk toward a more brilliant tomorrow.