Research On Retail Business Marketing Of LY Bank

Retail business is the most closely related part between banks and people’s lives,and it is also the key sector for small and medium-sized commercial banks to quickly seize the market at low cost and earn profits.With the increasingly fierce competition in the financial industry,commercial banks face an increasingly large number of customers and a variety of financial products.How to quickly and effectively find target customers and provide them with accurately adapted financial products and services has become an urgent problem for many commercial banks to study and solve.This paper selects the retail business marketing of LY Bank,a local urban commercial bank in L City,as the research object.On the basis of analyzing the retail business marketing development of commercial bank of our country,combining the 7P Marketing theory,the paper analyzes the current situation of LY bank retail business marketing.In the research process,the questionnaire survey method is used,and it is found that there are still some problems in the retail marketing of LY Bank,such as lack of personalized products,lack of obvious price advantages,more traditional promotion methods,insufficient use of online marketing channels,lack of marketing skills of business personnel,and insufficient physical display.In order to effectively solve these problems,STP strategy analysis was used to put forward successively strengthening product innovation concept,strengthening value-added services to highlight price advantages,optimizing promotion means,expanding marketing channels,improving personnel management and training mechanism,optimizing service process and other coping strategies.Through this research,this paper pointed out the existing problems of LY Bank’s retail business marketing and put forward corresponding solutions,hoping to provide ideas and help for the marketing transformation and development of LY Bank’s retail business,and also provide reference for more commercial banks with similar problems.