Research On Marketing Strategy Of Retail Business Of Zijin Rural Commercial Bank

In recent years,with the slowdown of domestic economic growth and the reduction of the demand of the real economy,the expansion of banking business is becoming more and more difficult,and the status of retail business is becoming more and more prominent.In addition,with the continuous development of information technology,on the one hand,the diversification of bank retail business is increased,and more and more retail products in line with different customer groups are launched one after another;On the other hand,it has also increased the competition of the banking industry in retail business,from the initial network expansion competition to today’s product personalized and diversified competition,channel competition and user experience competition.Zijin rural commercial bank,as the main force of rural banks in Nanjing,retail business has become a new pillar of its profit growth.However,the retail business of Zijin rural commercial bank started relatively late and is in the primary stage in terms of products,services and channels.If you want to obtain the power of sustainable development in the fierce competitive market,you must find a marketing strategy suitable for your own development and realize the differentiation,characteristics and branding of enterprise value.This paper takes the marketing strategy of retail business of Zijin rural commercial bank as the research object.It uses the literature research method to sort out the relevant theories of retail business and marketing strategies of commercial banks.On this basis,based on 4Ps theory,this paper describes and analyzes the current marketing situation and existing problems of retail business of Zijin rural commercial bank.By analyzing the internal and external environment faced by the retail business of Zijin rural commercial bank,and with the help of SWOT analysis,this paper refines the advantages,disadvantages,opportunities and threats of Zijin rural commercial bank in the face of the current market environment.Finally,based on the analysis framework of modern marketing theory and STP theory,this paper puts forward the idea of optimizing the marketing strategy of Zijin rural commercial retail business.The conclusions of this paper are as follows:(1)Zijin rural commercial bank has a wide variety of retail products,but it has not created retail business products with the characteristics of Zijin rural commercial bank.The product homogenization is serious and lack of competitiveness;(2)Zijin rural commercial bank should scientifically subdivide customer groups and identify the target groups,so as to carry out personalized and differentiated management on the target market and price the products;(3)Backward scientific and technological strength,overstaffed organizational structure and insufficient talent reserve are also important reasons that hinder the development of retail business of Zijin rural commercial bank.Therefore,Zijin rural commercial bank should reasonably optimize personnel allocation,strengthen human resource development,constantly absorb excellent talents,and provide talent support for the development of retail business.In addition,it also needs to further increase scientific and technological strength,Take Internet finance as a breakthrough,strengthen the construction of online retail business platform,improve the online and offline channel service system,and fully tap the marketing potential.