Research On The Marketing Strategy Of LS Bank’s Retail Business

With the development of the economy and society,the financial awareness of Chinese residents has been continuously enhanced,and the retail business has ushered in broad development opportunities.Retail business has the advantages of high profit,low capital occupation and risk diversification.After the development of corporate business has entered a growth bottleneck period,it has become a new business growth point for banks.How to realize the steady and rapid development of the retail line has become an important part of the bank’s development strategy in the new era.Judging from the development of various banks,large state-owned banks and joint-stock commercial banks have taken the lead in completing the retail transformation.However,as local city commercial banks,due to their own conditions,there are many difficulties in the transformation process.Target groups lack positioning,product homogeneity is serious,pricing power is weak,promotion methods are single and lack continuity,tangible display is blunt,marketing personnel lack professional ability,and the marketing process is not closed-loop.This paper analyzes its macro environment,micro environment and future development by referring to the literature of retail business marketing strategy and successful experience of marketing transformation at home and abroad.Identify the strengths and weaknesses,opportunities and challenges of LS Bank.Using the 7Ps marketing theory,it analyzes the problems and reasons in the retail business of LS Bank in detail.And based on the above,put forward a rational marketing strategy solution and marketing strategy implementation guarantee mechanism.It is expected that through the research on the marketing strategy of LS Bank’s retail business,it will provide reference for the retail transformation of other commercial banks.