The Research Of Marketing Strategy On Retail Loan Of G Branch Of Bank Of China

As the economy development,our people's longing for good life grows,retail loan plays an non-ignored role as an approach to stable and low-cost founding resource.With the deepening of economic transformation,variable customer demand and marketized interest rate has gradually emerged,retail loan have gradually become the most profitable area for commercial banks.Facing opportunities and challenges,how to analyze one's own advantages and disadvantages as well as customers' changing demands,to make full use of the advantages to increase the market share of retail loan,to formulate retail loan marketing strategies tailoring after market needs,to achieve innovation breakthrough and leapfrog development has composed an important subject the Bank of China G Branch encountered.According to working experience,the author analyses the retail loan marketing theory of the Bank of China G Branch,basing on marketing theories like PEST,Michael Porter's Five Forces Model,STP,Marketing Combinatorial Theories,via the methods of document research,case study,combing theory with practice.This paper studies at the Bank of China G Branch,the first part talks about research background,aims and significance,research actuality,major contents,channels and methods;the second part discusses about the research actuality of marketing theories;the third part analyses about the macro and micro environment of the retail loan in the Bank of China G Branch,based on related researches and theories;the fourth part conducts a comprehensive analysis on the retail loan marketing status and existing problems in the Bank China G Branch;the fifth and sixth parts put forward optimization strategies and safeguard measures in line with the reality,striving to enhance the competitiveness of Bank of China G branch in the retail loan market,while supporting its innovation breakthrough and leapfrog development.