| In today’s increasingly competitive market,with the continuous advancement of interest rate marketization in the financial industry,the development model of banks has gradually tilted toward the low-cost retail business with broad prospects for development Each big bank has gradually established the "big retail" business marketing strategy which suits own development.The city commercial bank has gradually become a potential force in the development of banks in the financial system.As the only bank with legal personality in the Qinhuangdao area,the Qinhuangdao Bank has paid more and more attention to the retail business And C Sub-branch is a branch of Qinhuangdao Bank,how to do a good job based on the retail business marketing is c sub-branch to break the bottleneck of development.First of all,this paper introduces the concept and types of bank retail business in detail,and expounds the commonly used research theories of STP and 6P.Secondly,the current marketing status of C sub-branch is analyzed in detail,from the basic situation of the sub-branch,the current marketing status and the marketing environment in which the field research method is used to conduct a detailed analysis of C sub-branch.Thirdly,through the detailed analysis of C sub-branch,we find out the main problems and the reasons behind the six aspects of C sub-branch in market positioning,products,prices,channels,promotion and C sub-branch itself Identified before the C branch in the retail business marketing strategy of the main problems.Finally,through the remolding of C branch’s market orientation and target market segmentation,it integrates the brand-new 6p marketing strategy which is in line with the development of C branch,and five safeguard measures which need to be taken to implement the new retail strategy The system has found a new direction for the long-term marketing development of C branch’s retail business. |
