Research On Retail Business Marketing Strategy Of PA Bank

With the continuous opening of China's financial market and the deepening of the reform of financial system,the competition in the market of commercial banks is facing unprecedented challenges.Retail business marketing of commercial banks has the core characteristics of service marketing.Because the retail banking business involves residents'life,consumption,investment and other aspects,and has a very strong cross-cutting and complementarity with securities,insurance,funds and other financial markets,business innovation space is broad.At present,there are many problems in the retail business marketing practice of commercial banks in China.Therefore,it is urgent to study the retail business of commercial banks to improve marketing strategies.Through the analysis of the present marketing situation of PA bank's retail business,this paper sums up the problems existing in the process of retail business marketing,and analyses the main reasons.On this basis,the optimization measures of retail business marketing strategy are put forward.The optimization mainly includes:multi-channel optimization of business processes,diversified means to enhance marketing awareness,strengthen customer relationship management,subdivide customers to focus on high-end and optimize the network marketing team.Combining with the discussion of experts at home and abroad and my long-term practical experience in retail banking marketing,through the study,I have certain guiding significance for the optimization and development of the future retail marketing strategy of PA Bank,and also have reference value for the formulation of the retail marketing development strategy of similar commercial banks.