Research On The Marketing Strategy Of GY Bank's Retail Busines

At present,with the steady progress of interest rate marketization,the development of multi-level capital market and the tightening of financial supervision,the retail business with low cost,light capital and low non-performing loans has been favored.The marketization mechanism of loan interest rates has been increasingly improved,the deposit and loan spreads have continued to narrow,and the profit space of corporate business has been constantly squeezed.In the context of increasingly strict bank capital supervision,the accelerated exposure and release of corporate credit risk and the resolution and disposal of non-performing loans consume a large amount of capital.Therefore,there tailbusinesswith low cost,light capital and low non-performing loans will become the key point for banks to improve their competitiveness.The retail business itself is very similar.How to differentiate marketing will become the " main battlefield" for banks to develop retail business in the future.Based on the above background,this paper takes the retail business marketing of Guiyang Bank as the research object,and obtains the relevant data of the retail business of Guiyang Bank through the interpretation of the annual report,open market research report and other materials,and social survey.Basic research is carried out by using the methods of literature research,questionnaire survey and case analysis.Use PEST analysis to interpret the opportunities and challenges of Guiyang Bank’ s retail business under the political,economic,cultural and technological environment.Through the use of STP theoretical tools to stratify and target the retail business customers of Guiyang Bank,establish the retail business market of Guiyang Bank;Use 7Ps theory to analyze the factors that affect the marketing effect of the enterprise,such as product,price,channel,promotion,personnel,physical display and process management,in order to optimize the marketing strategy of the retail business of Guiyang Bank;Through retail finance technology,risk management,investment and research management,as well as retail business professional team,it provides certain guarantee for the implementation of retail business marketing strategy of Guiyang Bank.Solve the current problem of retail business marketing of Guiyang Bank,and improve the market share of retail business of Guiyang Bank.