Research On The Marketing Strategy Of Retail Business Of Pudong Science And Technology Sub Branch Of Bank Of Shanghai

In recent years,more and more commercial banks begin to regard retail business as an important development direction,and the development of retail business has become the focus of attention of commercial banks.At the same time,with the rise of Internet finance and the promotion of marketoriented reform of interest rates,the competition of retail business of commercial banks in China is becoming more and more incentive.In this context,it is particularly important to study how to adopt effective marketing strategies to develop bank retail business.This thesis takes the behavior of Pudong science and technology sub branch of bank of Shanghai as the research object,analyzes the existing problems in the retail business of the branch through questionnaire survey,customer interviews,data analysis and other research methods,and puts forward marketing strategies to optimize the development of the branch’s retail business combined with marketing management and customer relationship management theory.This thesis is divided into seven chapters.The first chapter is the introduction,which mainly introduces the background,significance,research methods and research framework.The second chapter is a theoretical summary,which mainly introduces the theories and methods used in this paper,as well as literature materials.The third chapter introduces the background and development history of the bank,current situation and problems of retail business.The fourth and fifth chapters analyze the existing problems respectively and find solutions.The sixth chapter puts forward the marketing strategy of improving customer relationship management.Finally,for the conclusion part,we summarizes the strategies proposed in this paper,and puts forward the problems that need further study.