Research On Marketing Strategy Of Retail Customers Of ICBC Jinan Branch

In recent years,economic globalization,interest rate liberalization,and financial diversification have led to increasingly fierce competition among banks,and banks have become increasingly burdened with stocks,and have gradually affected the bank's profitability.In this context,ICBC Jinan Branch,as a typical representative of China's state-owned banks,has realized the importance of developing retail business,focusing on customers,investing huge manpower,material resources and financial resources,and has achieved good development results.However,due to the problem of decision-making efficiency of state-owned banks,problems such as marketing difficulties of retail customers are inevitable in the retail business,which has hindered the rapid development of retail business.It is necessary to carry out reform of marketing strategies to help banks fully and continuously develop.How to reverse the dilemma as soon as possible,adapt to the new market environment,and optimize and improve the retail customer marketing strategy is crucial in the retail business marketing work.The research ideas of this paper are to analyze the status quo,ask questions,analyze problems and propose targeted marketing strategies for the problems.Specific to the research technology route,a targeted improvement strategy was proposed for the marketing problems of ICBC Jinan Branch to achieve its sustainable development.In terms of research conclusions,the main problems in the marketing of ICBC Jinan Branch are that customer marketing lacks certain pertinence,product service is relatively backward compared with competitors,pricing adjustment mechanism is not effective,adapt to market changes,and team channels still need Further improvement can not effectively support the implementation of marketing strategies,the lack of linkages between various existing business segments,and the sharing of retail customers.In terms of improvement measures,it is mainly to ensure that the marketing strategy of ICBC Jinan Branch Bank can be effective in terms of customer segment precision marketing,product and pricing differentiated marketing,channel linkage sales,diversification promotion and improvement of policy implementation.Landing and implementation.It is hoped that the marketing level of the retail business of ICBC Jinan Branch will be effectively improved,and other state-owned commercial banks will be given some reference.