Research On Marketing Strategy Of TL Bank Retail Loan Business

China has stepped into the sequence of global economic powers,the current economic size of the world’s second,the rapid development of the banking sector.With the financial crisis in 2008 and the sudden outbreak of COVID-19 in 2019,household consumption is the main driver of China’s current economic growth,as both the export and import of labor services and commodities are blocked.In other words,consumption drives domestic demand.In this context,China’s banking industry has played an important role in promoting the growth of consumption scale by issuing retail loans with its own advantages,and retail loans have gradually become the most promising business for the banking industry.At this point,how to comprehensively analyze and compare its strengths and weaknesses,meet the complex and changeable customer needs,maximize the market share,and work out marketing optimization strategies with practical significance,so as to give itself a certain competitive edge is the severe test TL Bank is facing at present.Based on the actual work,I carried out the research on the marketing strategy of TL Bank’s retail loan business by using PEST,Porter’s Five Forces model,SWOT and marketing mix theories,and by combining theory and practice with literature reading,investigation and interview,and qualitative research.At the same time,combined with the theoretical knowledge learned,TL Bank can achieve the strategic goal of sustainable development by optimizing the marketing strategy of retail loan business in the highly competitive credit market.