Research On Marketing Strategy Of Retail Loans Of Shanghai Pudong Development Bank Changchun Branch

SPDB Changchun Branch was set up in Changchun in 2006.It is the 28 th branch opened by SPDB head office.Over the past 14 years,we have been committed to serving the provincial market and meeting the financial needs of the people,and have achieved certain results.In recent years,with the steady development of the business,the continuous deepening of the interest rate marketization policy,and the sharp increase in competition pressure from the local industry,the growth of SPDB Changchun Branch's retail credit business is also facing a sluggish situation.There are urgent problems in marketing strategies,which are mainly manifested in the year-toyear enhancement of the partners' right to speak,unclear product characteristics,poor consumer experience,and insufficient brand image recognition.This article analyzes and researches the local retail loan business market in Changchun,combines the advantages and characteristics of SPDB Changchun Branch,and provides suggestions for improving the retail loan business marketing strategy for Changchun Branch from the perspective of service marketing,thereby ensuring that the retail loan business is healthy.Smooth development.This article takes the retail loan business of Changchun Branch of SPDB as the research object,and analyzes its problems and causes in various marketing links.First of all,through the summary and analysis of external macro environmental policies,it is concluded that the current local retail loan business market in Changchun has been developing overall under the overall guidance of the macro environment,and then summarizes and summarizes the internal micro environment,using qualitative and quantitative The research method conducted internal staff interviews and questionnaire surveys of external customers,and comprehensively analyzed internal corporate departments,marketing agencies,consumer needs,and peer competition,and identified the current micro-factors for improving retail loan marketing strategies,that is,staffing 2.The maintenance of channel partners and the consumer service experience must be further improved;then the SWOT tool is used to analyze the current strengths,weaknesses,and opportunities and challenges of the company.After analysis,it is concluded that the current advantages of SPDB Changchun Branch in terms of business processes are obvious,and the shortcomings of technology and personnel have always been ignored in business development.Through analysis,a WO marketing strategic plan that is conducive to the development of the company has been determined.Based on this,the STP model is used to segment the local market,from which the target market suitable for the Bank's development is determined and a reasonable market positioning is carried out.Finally,combined with the 7P service marketing theory,corresponding marketing mix strategies are proposed for different target markets.At the same time,in order to ensure the smooth implementation of the improvement plan of the marketing strategy,this article proposes relevant safeguards from three aspects: system,manpower,technology and material resources.Through research,it is found that,in order to improve the marketing problems of the Bank,it is necessary to increase the investment in marketing resources for highquality customer groups,and on the basis of this,develop other target markets;and then target the segmented markets and provide differences based on market demand.Marketing strategy to improve the problems of serious product homogeneity and channel partners' expansion and maintenance.Maintain its own advantages in process services,make up for its shortcomings in terms of technology and personnel quality,strengthen channel communication and cooperation,use external macro policies and business market opportunities,improve marketing strategies for loan services,and raise consumer satisfaction to another level Finally,focus on improving the assessment system,team building of the marketing team,and making good use of the changes in Internet technology to gradually increase consumers' awareness of SPDB's brand.