Research On Retail Loan Business Service Marketing Strategy Of Y Branch Of Ping An Bank

Under the background of new economic situation and increasingly strict financial regulation,it is difficult for traditional commercial banks to survive by relying on the difference between deposit and loan rates as a profit model.The development orientation of national large state-owned commercial banks,national joint-stock commercial banks and local city commercial banks is inclined to the strategy of "retail is king" and "technology finance".On the one hand,"the retailer wins the world" is widely recognized by domestic commercial banks;On the other hand,technology finance has become a powerful force in the development of retail business of domestic commercial banks,and the two complement each other.Since the opening of Y Branch of Ping An Bank,the retail loan business,as the focus of marketing development of the "L end" of the retail line,has rapidly expanded the asset business and formed a scale effect.The per capita performance of the front-line employees of the retail loan line ranks first in the internal assessment of the branch.At the same time,due to the constant changes in the market,commercial banks’ retail loan business development is uneven,retail loan overdue pressure,retail loan profitability is not strong,retail loan channel management ability needs to be improved and other problems gradually emerge,the most direct manifestation is the surge of customer complaints,the outbreak of non-performing loans.Therefore,Ping An Bank Y Branch urgently needs to optimize the current retail loan business service marketing strategy,maintain long-term profitability and achieve sustainable development of Y Branch.In this paper,Y Branch of Ping An Bank is selected as the research object,and service marketing theory is used to analyze the status quo of retail loan business service marketing of Y Branch of Ping An Bank in a comprehensive and multi-angle way.This paper adopts literature research method,questionnaire survey method and summary induction method,comprehensively utilizes domestic and foreign service marketing,customer relationship management,consumer behavior theory and other theories to carry out research on the macro environment,industry environment,internal and external environment,and service marketing status of Ping An Bank Y Branch,and carries out a survey and research on consumer demand of retail loan business of Ping An Bank Y Branch.It finds the problems existing in the retail loan business of Y branch in seven aspects,including price,channel,product,promotion,personnel,tangible display and process management.In order to solve the problems and combine the investigation conclusions,it puts forward the 7P strategy of service marketing for the retail loan business of Y Branch of Ping An Bank.