The Retail Banking Business Marketing Strategy Of Xi'an Branch Of Bohai Bank Was Improved

With the acceleration of the marketization of interest rates and the steady increase of national income in our country,more and more people have realized a certain degree of wealth accumulation.People begin to break the inherent concept of financial management based on savings,and dare to purchase housing,vehicles and other products for improving their quality of life from bank loans.At the same time,people begin to do so.With the accumulation of people's financial knowledge,the retail banking business of commercial banks develops rapidly in this economic environment,which tends to choose a more optimized management mode for their own wealth.Taking Bohai Bank as the research object and based on Xi'an market,this paper discusses the marketing strategy optimization scheme of Bohai Bank's retail banking business in Xi'an market.Through the 7Ps marketing theory,the paper analyses Bohai Bank's retail business marketing strategy,and finds the problems existing in the marketing strategy of Bohai Bank's Xi'an Branch,including the endless construction of electronic channels.Good,business management takes a long time;lack of training system,inadequate marketing team personnel;lack of characteristics of retail products,serious homogeneity;outdated marketing promotion methods,inadequate implementation of accurate marketing,and then from the macro environment,micro environment and market environment analysis of Bohai Bank retail banking business marketing environment,on this basis.On the other hand,we should formulate marketing strategies and put forward safeguards.The optimization scheme mainly includes innovating financial products and implementing differentiated product strategy;adjusting the price of retail products and giving preferential service to customers;promoting the construction of electronic banking,integrating online and offline marketing channels;innovating product promotion mode,promoting products from multiple perspectives;unifying bank style standards to improve the quality of service for employees;Establish professional financial team,strengthen staff's professional skills,optimize business operation process,innovative design of business transaction scheme.At the same time,it puts forward the safeguard measures of the optimization scheme,including the construction of specialized marketing organization structure,the improvement of marketing information system and the emphasis on relationship marketing,which has certain reference significance for the development of retail banking business of Bohai Bank Xi'an Branch.