Research On Marketing Strategy Optimization Of Retail Banking Business Of J Branch Of Bank A

In the process of accelerating the formation of a new development paradigm featuring dual circulation,in which domestic and overseas markets reinforce each other,with the domestic market as the mainstay,the profit growth point of domestic commercial banks has gradually shifted from corporate business to retail business.The retail business has become an important fulcrum for maintaining the profits of commercial banks and the main battlefield for competing efforts due to its advantages of risk diversification,capital saving,high comprehensive profit,good growth and strong stability.Under the multiple challenges such as the deepening transformation of China’s economic structure,the acceleration of market-oriented financial reform and the seizing of the market by Internet finance,domestic commercial banks must change their business strategies to adapt to the increasingly fierce market competition environment.The purpose of this thesis is to study how traditional commercial banks develop new retail business marketing strategies and achieve sustainable development under the background of increasing economic downward pressure and rapid development of Internet finance,facing the fiercer competition brought to retail business by peers and cross-border competitors.This thesis takes the marketing strategy of the retail business of the J branch of Bank A as the research object.Firstly,it reviews the marketing theories such as 7Ps and the research results of domestic and foreign scholars in the development direction,marketing means and marketing strategy of bank retail business.Next,from the main indicators,retail team,marketing channels and marketing methods,the retail business marketing status of J branch of Bank A is analyzed.Compared with other traditional commercial banks in the same region,the characteristics of "strong area weak bank" and "big but not strong" are presented.This thesis conducted interviews with front-line retail business employees and managers of competent departments,designed questionnaires to carry out questionnaire surveys on target customers,summarized and analyzed interview results and customer feedback.Find out the problems in the retail business marketing strategy of J branch of A bank,such as lack of product advantages,unsatisfactory channel construction,ineffective promotion methods,the ability of retail team to be improved,incomplete service process management and so on,and carry out in-depth analysis of the problems.Then,this thesis carry out PEST analysis and SWOT analysis on the current retail business marketing environment of J branch of A bank,find out the adverse factors restricting the development of retail business of J branch of A bank under the new situation,and combine the 7PS theory and the current actual development of the bank.This thesis puts forward optimization suggestions on the marketing strategy of retail business of J branch of A Bank from seven aspects: product,pricing,channel,personnel,promotion,process and tangible display.Finally,from the four aspects of organizational structure,talent team,information technology,risk prevention and control,the implementation of the optimized marketing strategy is proposed,which is conducive to the increase of profits,competitiveness and financial value of the J branch of Bank A.Through this thesis,it is expected to improve the marketing level of J branch of bank A in the field of retail business in the future,and provide reference for the development of retail business of other banks.