Research On Marketing Strategy Optimization For Retail Business Of SX Rural Commercial Bank

With the advent of Internet big data era,the consumption structure has changed,and the development of retail business has gradually become an important way for commercial banks to meet the needs of diversified markets to achieve transformation and upgrading,while the retail business marketing strategy is the key link for them to change the way of profit and expand market share.However,rural commercial banks(hereinafter referred to as "rural commercial banks")are prone to be hindered in the marketing and promotion of retail business due to the particularity of their customer groups,resource and environmental constraints and other reasons.This is the case with SX rural commercial bank.In recent years,the transformation and upgrading of retail business are very difficult,and the formulation and implementation of marketing strategies are ineffective.The reason is not only because of the impact of its macro environment,but also because of its internal environment and the market competition.Therefore,in order to improve the marketing performance of SX rural commercial bank,enrich the product types of retail business and increase the market share,it is necessary to study the marketing strategy of the retail business of SX rural commercial bank in combination with the actual situation,find out the existing problems,and on this basis,build a reasonable marketing strategy optimization scheme to stabilize the position of SX rural commercial bank in the current competitive market,Explore future market opportunities.This paper takes SX rural commercial bank as the research object,based on the background of current internal retail business marketing strategy transformation,external political and economic environment and financial ecological environment,combines 7PS marketing theory to analyze the current marketing strategy status of SX rural commercial bank,finds the existing problems in marketing products,marketing process,marketing channels and after-sales services,and comprehensively uses pest With the analysis method of Porter's five forces model,this paper analyzes the macro environment and micro environment of the retail business of SX rural commercial bank,summarizes the advantages,disadvantages,opportunities and threats of the bank in the form of SWOT matrix in the current market environment,and finally puts forward the operable marketing strategy optimization scheme and the corresponding guarantee measures for the implementation of the scheme Shi.Through this study,I hope to provide operational optimization scheme for the marketing strategy of SX rural commercial bank retail business,help it break the internal shackles,improve the business processing efficiency and service quality,accelerate the transformation and upgrading of retail business,and make it stand firm in the fierce competition environment.At the same time,it also hopes to provide reference for other agricultural commercial banks with similar problems.This research finds out the specific problems of the current retail business marketing strategy of SX rural commercial bank through the use of 7Ps marketing theory,and comprehensively analyzes its marketing environment through pest,Porter Five Forces Model and SWOT analysis,summarizes and puts forward feasible solutions to help SX rural commercial bank to transform and upgrade its retail business.This paper solves the practical problems through theoretical methods,which has certain innovation and practical significance.