Research On Retail Product And Service Marketing Strategy Of M Bank Community Sub-branch

With the deterioration of domestic economic and foreign economic status,the competition among the banks turn worse continuously,and the market changed from seller's market to buyer's market,it forced the banks to shift from crude management to lean management and marketing,the competition of Banks is no longer the competition of a single desposit and loan scale,retail became a battleground for Banks,therefore it is urgent to study the marketing strategy of retail products and services.This paper discovers the problems exposed by the retail product service marketing of M bank community branch,finding the cause of the problem,optimizing retail product service marketing strategy.It has guiding value to he marketing of M bank community branch retail products and services.At the same time,it has reference value to other Banks.Categoty of M bank community branch retail products is single,and M bank community branch has no pricing power,and there are offline and online channels.In addition,there are different types of promotions.In order to train excellent service markets,M bank community branch organize training activities regularly.But in the process of service marketing,there is the lack of physical display.Through the service marketing strategy,we found problems,such as the lack of product screening,single sales channel,the lace of sales promotion and service marketing skills,fingding out the cause of problems.From this purpose,this paper proposes product optimization strategy,channel expansion strategy,promotion diversification strategy and service enhancement strategy,according to the 7PS theory.Product optimization strategy includes the selection of key products,retail product portfolio,retail product innovate.Channel expansion strategy includes upgrading of traditional channels.Promotion diversification strategy includes advertising promotion,personal selling,public relations promotion and sales promotion.Service enhancement strategy includes service process reengineering,service skill upgrading and service beautification.Finally this paper develops personnel and funding safeguards,organizational and institutional safeguards,information and technology support measures.