Research On The Marketing Strategy Optimization Of The Retail Business Of X City Commercial Bank Under The Digital Transformation

As the financial sector continues to promote the application and expansion of artificial intelligence,big data and other technologies,commercial banks are also facing a flood of financial technology.digital transformation has been a major strategic deployment to deal with the external market situation and customer needs.Using digital technology,the traditional service mode,customer relationship,operation and maintenance mode and business service process are reformed,in order to win the first opportunity in the tide of retail business transformation and improve their own competitiveness.However,in the environment of tighter external supervision in the financial industry and increasingly fierce market competition,the profit space of commercial banks is also shrinking.How to reduce costs in market operation,improve efficiency when expanding channels,and increase coverage when marketing customers has become the top priority in the development of retail business of commercial banks.So,this paper takes X City commercial bank as the studying goal,and explores the management countermeasures of the digital development of retail business marketing of X City commercial banks under the rapid development of traditional banks,hoping to provide some reference significance for its development.First of all,the financial technology,digital marketing and financial retail business marketing research data about the summary,then according to the SWOT analysis model,accurate marketing theory and customer relationship theory,It is found that there are some problems in the retail business of City X,such as weak product competitiveness,lack of scientific basis for pricing strategy,lack of multi-channel marketing system,limitation of promotion strategy and lack of overall planning for retail business development.Therefore,this paper makes an in-depth analysis of the retail financial services and marketing of the representative city commercial banks,such as Bank of Nanjing,Bank of Ningbo,bank of Guangzhou and Bank of Central Plain,and give a practical summary.According to the theoretical research and the actual operation of the X City Commercial Bank,the paper gives the concrete direction and strategy of the digital transformation of the retail operation of the X City Commercial Bank,implement the product strategy of the difference research and design,make the flexible and personalized pricing strategy,create the channel strategy of the combination of on-line and off-line to promote the marketing,construct the scene marketing model of the social network,this paper propose a certain experience for reference for the expansion of the digital transformation of retail marketing of X city commercial banks and other city commercial banks...