Research On Retail Business Marketing Strategy Of Rizhao Commercial Bank

At present,with the deepening of financial disintermediation and the gradual progress of interest rate liberalization,commercial Banks are faced with the situation that deposit and loan interest margins are gradually narrowing.At the same time,third-party payment,Yu 'EBao,P2 P and other Internet finance have inspired a nationwide financial boom,social savings began to flow,and the deposit competitiveness of commercial Banks has been seriously affected.Rapid growth.In China,as the resident wealth,people's demand for all kinds of financial services,capital appreciation has also been gradually enhanced,due to the retail banking business coverage is extensive,and the depth of the fund,insurance and other financial markets not only crossover and complement each other,and also the public investment,consumption behavior,therefore the domestic retail banking market space is broad,the development potential is tremendous,to develop the retail banking becomes the inevitable choice of commercial Banks.In recent years,rizhao commercial bank has been accelerating the transformation and development of retail business,and achieved remarkable results.However,there are still many problems on the road of transformation and development.Compared with the development of retail business in many foreign developed countries,there is still a certain gap.Therefore,it is particularly important to study the existing problems in the retail business marketing process of rizhao commercial bank and put forward relevant improvement strategies and suggestions.Therefore,in this article,through analyzing from the domestic and foreign commercial bank retail business development,rizhao commercial Banks at present,the marketing 4 ps theory as the foundation,collection rizhao the management circumstance of the Banks themselves,from the aspects such as product,price,channel,promotion design marketing strategy,and pointed out the developing direction of rizhao bank retail business.This paper mainly studies the retail business marketing strategy of rizhao commercial bank.Firstly,this paper introduces the research significance and background as a whole,systematically discusses the relevant theoretical concepts,and expounds the research status at home and abroad to understand the current research direction and trend.Secondly,SWOT analysis was used to analyze the development of retail business of rizhao commercial bank.Through analysis,segmentation and positioning of target market,targeted and feasible marketing strategies were developed.Through the SWOT analysis of rizhao commercial bank,the author puts forward the marketing strategy.Rizhao commercial bank should start from many aspects and develop effective marketing strategies to improve its market share.At the product level,commercial Banks should begin from the service level of sunlight,through improving the quality of services to expand market share,not only this,commercial Banks should also be based on both the financial products,according to the characteristics of the customer to provide custom service,so as to optimize the product mix,increase customer benefits,thus realizing the maximization of customer value;In terms of price,we will focus on cultivating high-end and high-quality customers and offer more preferential prices while providing value-added services.At the channel level,the existing products are used to carry out public and private joint marketing,to enter the unit and business circle,and to go out and expand the customer marketing.Increase the promotion of online and offline business,increase the proportion of e-banking business,accelerate the popularity of ebanking,improve the utilization rate of e-banking,and reduce the pressure on the counter by improving self-service;At the level of promotion,hall marketing,regular salon activities,before the activities,do a good job in publicity and promotion,and use keynote speech to enhance the customer flow of the bank shop.