Research On Optimization Of Retail Marketing Strategy In Jingdezhen Branch Of Bank Of China

In recent years,with the continuous advancement of reform and opening up,national income has been rising,and the rapid development of financial technology,the retail banking business with deposits,payments,and wealth management as the core has been rapidly expanding,and the proportion of business income and profits has increased year by year.Retail finance business has gradually become the key development target of various commercial banks,and retail banking is also the strategic goal of transformation and upgrading of various banks.The rapid development of retail finance has attracted the attention of many non-banking capitals.Internet-dominant companies have established Internet finance subsidiaries,and private banks have also been established,aiming to share the huge cake of retail finance.The original banking marketing theory is no longer fully applicable to the new situation of retail finance business supported by science and technology.In order to achieve sustainable development,banks must innovate in marketing concepts and management methods.This thesis focuses on the development status of Jingdezhen branch of Bank of China,and satisfies the market development as the optimization direction of marketing strategy,and strives to cope with the new challenges of retail financial business in the era of mobile internet.Through the analysis of the competitive environment of Jingdezhen branch of Bank of China,the thesis finds that customer resources and profitability are favorable conditions for its business development.Strengthening the application of information technology and rationally pushing business information is the breakthrough direction of its capability improvement and business expansion.Aiming at the existing problems and business development status of Jingdezhen branch of Bank of China's retail business,the 7Ps marketing mix optimization proposal is given from the perspectives of products and services,focusing on the beneficial effects of effective information push on the development of commercial banking retail business.Finally,we will formulate measures in five aspects: organizational structure,marketing management,corporate culture,information technologyand internal risk control to ensure that marketing strategies are in place.Based on the development status of retail banking business,combined with other research literature and marketing theory,the article puts forward seven aspects of marketing optimization suggestions,which can play a positive role for commercial banks in expanding the retail business in the central and western markets.In face of the complex market environment,theoretical innovation,technological innovation and business innovation will become an important reliance for the development of commercial banks.The steady development of China's retail financial market is waiting for the academic and industry to go hand in hand.