Research On Marketing Strategy Of Elderly Retail Business Of X County Branch Of Rural Commercial Bank

With the rapid development of China’s economy and society and the adjustment of population policy,China has now entered the stage of aging society,and the issue of pension has become a social problem in China.At the same time,with the reform of capital market and the continuous downward movement of LPR market interest rate,the profit spread of banking financial institutions is gradually shrinking and the competition is becoming more and more intense.Banking financial institutions need to adjust their development strategies in time and actively respond to the aging population in order to gain competitive advantages and win development opportunities in the turbulent and complex environment.This paper innovatively selects rural commercial bank,a independent legal entity rooted in county economy,as the research object,firstly introduces the basic situation of rural commercial bank X and the problems found in the current marketing process,and then analyzes in detail the current marketing situation of rural commercial bank X in the elderly retail business market from four aspects: internal advantages and disadvantages,external opportunities and challenges,based on the analysis of internal and external competitive environment.With the help of the analysis results,an optimized marketing plan for differentiated competition is derived.Then,through the interview method,it is found that the problems of rural commercial bank X county branch mainly include insufficient equipment intelligence level,inappropriate senior customer service,talent incentive policy cannot meet the development needs,lack of professionalism in communication,imprecise marketing channels and lack of service marketing awareness,etc.Finally,the 7Ps theory is superimposed on the basic 4Ps marketing theory,and service factors such as consumer experience are taken into consideration.Finally,the 7Ps theory is used on top of the basic 4Ps marketing theory,and the service factors such as consumer experience are taken into account,and the marketing strategy of rural commercial bank X County Branch is optimized from seven aspects to help it find a solution.The rapid development of today’s society,both the aging and the promotion of artificial intelligence,means opportunities and challenges for banking and financial institutions.This paper is based on the idea and method of marketing strategy improvement for Rural Commercial Bank X County Branch to cope with the opportunities and challenges and win a head start in the drastic market changes,which is of great practical significance to its expansion and development.