Research On Development Strategy Of Retail Credit Business Of The Bank Of Communications Of Jilin Province

Based on the changes of market environment such as financial disintermediation,interest rate marketization and the influx of foreign banks,the spread interest of commercial banks have been narrowed,their operating space has been shrinked,and their operating efficiency has been declined.Public credit business was once the main profit-making force of Chinese commercial banks,but now it has become saturated and retail credit business has been vigorously developed.It is imperative to seize the profit motive force.How to expand and strengthen the retail credit business from the marketing of effective customers,so as to promote the overall development of debt and other business,has become a new development topic for domestic commercial banks.Commercial banks with advantages in retail credit business have a strong ability to withstand the impact of financial crisis.After hundreds of years of development,the retail loan business of commercial banks in western developed countries has a very mature mode of operation.Although retail credit business of commercial banks in China has made great progress in recent years,compared with commercial banks in developed countries,it is still in an immature stage of growth,with the same scale and benefits.For smaller ones,the proportion of profit sources and total business volume of commercial banks is still low.The development space and market demand of retail loan business are still very large.This part of financing demand will effectively promote cross-selling of financial products,promote synchronous growth of other businesses,and increase customer stickiness.It will help to enhance the popularity and reputation of commercial banks and make a strong contribution to their profit growth.Only by enlarging and strengthening the basic customers and mastering a large number of customer resources can commercial banks occupy a strong position in the market.Retail business is bound to be the foundation and driving force for the sustainable development of domestic commercial banks in the future.This paper takes the retail credit business of Jilin Branch of Bank of communications as the research object.Through the research on the current situation and marketing strategy of the retail credit business of Jilin Branch of Bank of communications,it uses the case analysis method to carry out a detailed analysis on the current situation of the retail credit business of Jilin Branch of Bank of communications from the perspective of social factors,economic factors and other macro environment.Starting with the micro-environment of marketing culture and mechanism construction of Jilin Branch,it is found that its retail credit business has many problems,such as single type of operation,insufficient motive force for development and weak profitability.On this basis,using the literature analysis method,synthesizing the relevant theories of retail credit business marketing of domestic and foreign commercial banks,and connecting with the latest research results,the main causes of retail credit business problems of Bank of Communications Jilin Branch are found.On this basis,it is found that the above problems are mainly caused by lagging marketing concept and culture,low service efficiency,inadequate team building,inadequate depth of scientific and technological support,and the causes of each problem are analyzed in detail,so as to lay a good foundation for the solution of the problem.In view of the main causes of the problems existing in the marketing of retail credit business of Bank of Communications Jilin Branch,this paper synthesizes the relevant research and conclusions of the existing domestic and foreign literature on the marketing of retail credit business of commercial banks,and refers to the existing literature on the marketing methods and methods implemented by domestic and foreign commercial banks.The specific optimization scheme is put forward.Furthermore,it provides strategies for its change of direction and thinking,exploration of new business marketing perspectives and models,search for the "blue sea" of the market,and complete the rapid and steady development of retail credit business.Firstly,we should increase the propaganda depth,change the existing relationship marketing concepts of employees in the industry,develop marketing thinking,advocate market and customer service-oriented,accurately tap target customers,build customer access channels,and achieve large numbers of customers in order to achieve economies of scale.Secondly,through deepening scientific and technological support,improving team building,completing internal management methods such as publicity and transparency of marketing approval standards,we can reduce marketing costs,improve service efficiency,enhance customer satisfaction and enhance customer stickiness.Finally,increase the depth of external publicity,accurately judge customer needs,simplify publicity points,improve the efficiency of customer information reception,increase effective publicity coverage,and comprehensively improve the quality of retail credit business and reputation of Jilin Branch of Bank of Communications.