| The resident personal wealth of incomes in our country is increasingly enhanced constantly according to the increasing maturity of the situations of the new economy in recent years.The banking service systems have got a rapid improvement on the bank automation and electronic level.The banking retail business is increasingly being as the core marketing management area used by modern commercial banks with the characteristics of scattered operation risks,low capital consumption,stable customer incomes and broad innovation spaces,eat.That makes it to be one of the most dynamic and development potential marketing areas.Although the retailing of ICBC is very important part of the banking retail market on account of the advantages of a large traditional network of outlets,a strong customer base and comprehensive product capabilities that ICBC has had,it has to increase its mechanisms of innovation and change constantly.That is required by the rapidly changing market and the ever-increasing customer experience which is under the new economic environment of the digital tide.In the banking retail business area.ICBC as a whole ranks at the first position of the banking industry in terms of personal deposits,personal loans and intermediary business incomes.However,in Gansu province,the banking retail business of Gansu ICBC has been developing constantly,but it also has been eroding constantly by other commercial banks.The problems were existed in Gansu ICBC,such as backward concepts,weak top-level planning,backward operating mechanisms are existing still now and that cannot be used to support the long-term development of the banking retail market.Therefore,the formulation of the banking “big retail” business marketing strategy of Gansu ICBC is particularly important for the development of the bank as a company in the future.The target of this paper is trying to formulate a relevant aspects,such as products,services,channels and promotion strategies that could be used to deepen Gansu ICBC banking retail market development capabilities and enhance their influence,value and benefits.All these trying in this paper are performed by used a set of researching methods,such as to expound the relevant marketing theories,to analyze the situations of the “big retail” marketing business used in Gansu ICBC with the major four aspects of product customer,cost,convenience and communications that are associated with the same four aspects of product,price,channel and promotion,to point out the external problems and internal problems of the “big retail” business marketing that are existing in the retailing business of Gansu ICBC,to analyze the micro and macro-environment of the banking retail business marketing through the use of the PEST analysis method,and on the ground of this basis.By the use of STP analysis method,to analyze and conform the market segmentation,selection of target markets and product positioning of marketing and so on.The significance of this thesis is to analyze and research the marketing management of the existing retail business in Gansu ICBC by use the marketing management theories,and to provide the synthesized marketing strategies according to the market environment requirements and advanced marketing concepts for the strategic development of the retail marketing market and to construct a practical marketing strategy system,The significance of this thesis is also trying to adopt a series of safeguard measures to ensure the retail business marketing development strategies implement effectively,improving the professional quality of the banking product marketing retailers,improving the “big data” marketing customer service system and establishing a suitable risk control system,etc. |
