Research On Retail Business Service Marketing Strategy Of P Branch Of Bank Z

At present,the world is undergoing a new round of industrial and technological changes,The Russian Ukrainian War,the COVID-19 epidemic and other factors have also made the international political and economic environment more complex and severe.In order to maintain and improve the national strength,the Party Central Committee has proposed a development strategy of internal circulation first,international and domestic double circulation,constantly expanding domestic demand,increasing income levels,narrowing the gap between rich and poor,and expanding the size of middle-income groups,This has brought great benefits to the development of retail business of banks.Compared with corporate business,retail business has more advantages in increasing interest and non-interest income under capital constraints.China’s existing large state-owned commercial banks have achieved a median of about 40%of the total operating revenue from retail business.Retail business has contributed more and more to the operation and development of banks.Urban commercial banks and rural commercial banks have also accelerated the development of large retail business.Banks with relatively good retail business development have outstanding performance and are more likely to win in the industry competition.A good service marketing strategy is an important means to improve retail business income,promote retail business development,and improve the profitability of banks.Considering the rapid changes in the external environment,the intensification of industry competition and the changes in the internal environment of banks,the original retail business service marketing strategy of commercial banks should always be adjusted and optimized according to the changes in the internal and external environment,so as to occupy a favorable position in the competition.This paper studies the optimization of the retail business service marketing strategy of Bank Z based on its P-branch behavior.After using the literature induction method to analyze the relevant literature and theories at home and abroad,based on the field survey method and interview method,this paper studies and analyzes the internal and external environment of retail business service marketing of P Branch of Bank Z.First of all,this paper analyzes the current situation of retail business of P Branch of Bank Z from the development status of individual financial business,wealth management center business,small and micro customer service business and other business subordinate to retail business,and introduces the service marketing strategy implemented by P Branch of Bank Z based on the 7Ps marketing theory,At the same time,it points out the problems in the current retail business service marketing strategy of P Branch of Bank Z,and comprehensively analyzes the internal environment of retail business of P Branch of Bank Z.Secondly,PEST analysis method is used to analyze the external macro environment of retail business of P Branch of Bank Z,Porter’s five forces model is used to analyze the industrial competitive environment of retail business of P Branch of Bank Z,and the external market demand analysis is also carried out to deeply understand the external environment of retail business of P Branch of Bank Z,and through SWOT synthesis,the external opportunities and threats and internal advantages and disadvantages faced by its retail business development are summarized.Finally,based on the internal and external environment of the retail business of P Branch of Bank Z,and in view of the existing problems of the retail business service marketing strategy of P Branch of Bank Z,this paper formulated a targeted service marketing strategy optimization plan,and proposed specific measures to ensure the implementation of the service marketing strategy optimization plan,hoping to increase the retail business income of P Branch of Bank Z,improve its profitability,and enhance its competitiveness in the industry,And provide reference for peers.