Research On Marketing Strategy Optimization Of SH Bank Chengdu Branch’s Retail Intermediate Business

With the promotion of financial system reform,the reform of interest rate marketization has also been implemented.The deposit loan interest margin of banks has been tightened due to the implementation of interest rate marketization.To some extent,the traditional profit model of commercial banks has been greatly affected,and the operational risk has increased.In order to further expand the space for survival and development,commercial banks need to adhere to traditional business,develop intermediary business in a more diversified and innovative way,so that their income will continue to increase,and effectively avoid operational risks,especially the price competition risks arising from interest rate marketization,so as to find their own new profit growth points.Retail intermediary business is the most active,pioneering and growing business type in commercial banks.This thesis focuses on the marketing strategy of SH Bank Chengdu Branch’s retail intermediate business.Taking it as the research object,this thesis makes a further in-depth analysis of the basic situation and market environment of SH Bank Chengdu Branch’s retail intermediate business,understands the market feedback of this business through questionnaire survey and other data,and focuses on summarizing the existing problems and causes of current retail intermediate business in marketing.Furthermore,the optimization plan of marketing strategy is formulated from the perspective of product,price,channel,promotion.In order to ensure the implementation of the plan,special safeguard measures are also formulated to provide more perfect guarantee for the marketing strategy of SH Bank Chengdu Branch’s retail intermediate business and realize its own benign growth.The research conclusions of this article are as follows:(1)The problems in the marketing strategy of SH Bank Chengdu Branch’s retail intermediary business include:insufficient characteristics of intermediary business products,unreasonable pricing of intermediary business products,inconvenient marketing channels for intermediary business,and insufficient attraction of intermediary business customer promotions to customers.(2)The reasons for the problems in the marketing strategy of SH Bank Chengdu Branch’s retail intermediary business lie in the homogenization and lack of innovation of products,insufficient differential pricing of products,insufficient convenience of intermediary business processing channels,and relatively single promotion methods for intermediary business.(3)Propose marketing optimization measures for SH Bank Chengdu Branch’s retail intermediary business.Among them,product strategy optimization measures include enriching the business product line and strengthening the development and design of new products.The optimization measures for pricing strategies include creating a reasonable product pricing system and strengthening the construction of differentiated pricing mechanisms.The optimization measures for channel strategies include strengthening the construction of electronic channels and strengthening the transformation and upgrading of traditional business outlets.The optimization measures for promotional strategies include accelerating the construction of data warehouses,accelerating the development and construction of customer management information systems,and constructing personalized new media marketing models.