Research On Marketing Issues And Countermeasures Of Retail Business Of Minsheng Bank Yangzhou Branch

With the continuous transformation of domestic commercial banks’ business concepts and management models,actively developing retail business has become a key way for banks to diversify their transformation in the new era.However,there are many practical problems in the development of retail business,which limit the overall development of retail business;Therefore,in order to achieve long-term strategic development goals and obtain higher and more stable economic returns,commercial banks must establish a set of scientific and effective marketing strategies to solve the corresponding problems.The paper takes Minsheng Bank Yangzhou Branch as the research object,and conducts a questionnaire survey from seven aspects:product,price,channel,promotion,personnel,service process,and tangible display.It has a detailed understanding of the current situation of retail products,product prices,channel construction,and process management,and summarizes and sorts out the single and serious homogenization of products in the retail business marketing process of Minsheng Bank Yangzhou Branch Price marketing is not competitive,marketing channel construction is not perfect,product promotion lacks integrity and innovation,employee marketing ability is insufficient,process management is too extensive,and physical display lacks emotion.Based on this,through the 7Ps marketing theory,the paper analyzes and summarizes the deep-seated reasons behind the above problems:insufficient product research and development capabilities,low branch pricing autonomy,inaccurate market positioning,unreasonable allocation of promotional resources,insufficient team stability,lack of internal supervision,inadequate service,and poor experience of hall equipment.Combined with STP marketing strategy and 7Ps marketing theory,seven countermeasures and suggestions are proposed for product,price,channel,promotion,personnel,service process,and tangible display.It aims to promote the marketing transformation of the retail business of Minsheng Bank Yangzhou Branch,and also provides a reference model for the marketing transformation of other commercial banks’ retail business.