Research On The Marketing Strategy Of Retail Business Of Hua Xia Bank GY Branc

With the rapid development of the world economy,the sustainable and high-quality development of China’s domestic economy,and the continuous improvement of people’s living standards,under the background of the new normal economy,strict supervision and interest rate liberalization,the traditional business development model has been blocked,and it is urgent to further adjust the business development structure.The retail business of modern commercial banks has become the main direction for commercial banks in the world to adjust their strategies and enter the market due to their advantages of high contribution to industry income,relatively dispersed operating risks,less fluctuations in economic cycles,and strong operational stability.Banks study the focus of marketing strategies.The retail business of Hua Xia Bank GY branch is small in scale,slow in development and weak in customer base,which is significantly different from its peers.How to optimize the retail business marketing strategy,further enhance the retail business proportion and profitability of GY branch,further enhance the market competitiveness and brand influence,consolidate the customer service foundation,and expand the market share will be the focus of this study.This paper uses the method of literature induction to summarize and analyze the research status of relevant theoretical literature at home and abroad.Through the analysis of the current situation of retail business marketing in GY branch of Hua Xia Bank,the reasons for its existing problems are discussed.Using the PEST model to analyze the macro-external environment facing the development of Hua Xia Bank’s GY branch.Through SWOT analysis,it faces strengths,weaknesses,opportunities,threats,and constructs a SWOT matrix.Market segmentation,target market selection and market positioning for the retail business of Hua Xia Bank GY branch through target market strategy.Finally,it optimizes the marketing strategy of retail business services and puts forward the safeguard measures for the implementation of the marketing strategy.The research results of the paper show that with the improvement of retail business customers’ personalized and diversified service standards for retail business products,HuaXia Bank GY branch will increase product innovation,dynamic differential pricing,improve channel construction,optimize promotion strategies,and improve marketing organization team.Optimize tangible display and service marketing strategies,carry out market segmentation,target market selection and market positioning,improve retail customer services to achieve market competitiveness enhancement,and ultimately achieve the purpose of enhancing retail business customer acquisition capabilities and Hua Xia brand promotion,and complete retail financial services Build and Bank Transformation.By formulating retail business marketing strategy optimization suggestions,providing marketing implementation guarantees,and providing theoretical and empirical basis for the long-term development of GY branches.