Research On Retail Business Marketing Strategy Of Shijiazhuang Branch Of Bank A

In recent years,with the rapid development of Internet information technology,the innovation iteration speed of financial technology products has accelerated,which has brought a significant impact on the development of China’s financial industry.From the current perspective,normalization of epidemic prevention and control has become the basic state of epidemic prevention and control,forcing commercial banks to adjust the layout of physical outlets,thereby changing the marketing strategy of commercial banks’ retail business and promoting the development of retail business through cloud computing,big data,artificial intelligence and other emerging technologies.However,the development of retail business of most commercial banks still has problems in marketing,which cannot meet the diversified needs of customers and meet the market demand,so it is urgent to carry out transformation,carry out precise marketing of retail business,improve marketing efficiency and broaden marketing channels.Shijiazhuang Branch of Bank A has realized the importance of retail business development for the improvement of the branch’s overall business,and has continued to promote the transformation of retail business marketing strategy.However,in the process of transformation,the retail business products,pricing,promotion and channels still face corresponding problems.It needs to strengthen customer stickiness and improve service efficiency through the transformation of retail business marketing strategy.Based on this,the article uses the 4P marketing strategy analysis method to analyze the retail business marketing strategy of Bank A Shijiazhuang Branch,and uses the questionnaire method,combined with the field survey,puts forward the targeted retail business marketing strategy of Bank A Shijiazhuang Branch.The article draws the following conclusions and suggestions through research:(1)Shijiazhuang Branch of Bank A currently has a relatively rich retail business product line,which can basically meet the needs of customers,but the overall attractiveness of the product to customers is insufficient,and there are also problems such as imperfect pricing mechanism,single promotion means,and imperfect channel construction;(2)According to the SWOT analysis matrix,Shijiazhuang Branch of Bank A should further strengthen its advantages and make breakthroughs in digital transformation through its own advantages,combined with its own business development ability and the market opportunities it faces,so as to improve the marketing ability of retail business and expand its market competitiveness;(3)In the marketing process,Shijiazhuang Branch of Bank A should focus on customer needs,focus on retail business products,combine customer diversified needs,integrate online and offline marketing means,expand marketing channels,improve pricing mechanism,and then enhance customer stickiness and customer satisfaction...