Research On The Optimization Of Retail Business Marketing Strategy Of W Bank Wenzhou Branc

With the continuous changes in the domestic economic structure and the vigorous development of Internet technology,customers’ substantive needs for financial services and handling modes have undergone profound changes,and retail business has gradually become an extremely important field in the market competition of commercial banks.As a local commercial bank,W Bank is faced with various problems such as homogenization of retail products and relatively vague market positioning,resulting in low market competitiveness of its retail business and difficulty in seizing more market share of retail business.At this stage,the marketing theory and practice system for the retail business of Wenzhou Branch of W Bank has not yet been established,and although the construction of the retail business system has begun to bear fruit and the service level has improved,it is still lagging behind overall.How to effectively improve the marketing level of retail business,formulate effective marketing strategies,and attract more consumer groups is very important.This thesis takes the Wenzhou Branch of W Bank as the research object,takes the research on marketing strategy optimization as the main line,summarizes the research ideas and relevant theoretical basis through literature research,and understands the current situation of retail business development and marketing of Wenzhou Branch of W Bank through questionnaires and data analysis based on 7Ps marketing theory,long-tail economic theory,customer relationship management theory and other basic theories,Summarize and find many problems in the marketing of its retail business,and put forward a set of marketing optimization strategies and corresponding safeguard measures that integrate the development trend of W Bank’s retail business.By issuing questionnaires to customers and internal employees,using SPSS22.0 software to sort out and analyze the results of the questionnaire,and combining macro and micro analysis,analyzing and investigating the environment of Wenzhou Branch of W Bank,summarizing and analyzing the lack of personalization of products in the retail business of Wenzhou Branch of W Bank;Product pricing is not reasonable;Channel marketing needs to be improved;The promotion lacks innovative ways;The service level needs to be improved;The customer experience needs to be improved;Lack of novelty in tangible display.This thesis addresses the problems in the marketing strategy of the retail business of Wenzhou Branch of W Bank,combining the STP theory and the 7Ps marketing theory,and proposes a series of marketing strategy improvement solutions,such as seven optimization measures for differentiated service pricing;innovation and enrichment of financial products;integration of online and offline marketing channels;relying on various scenarios to promote products;service process optimization and reengineering;and enhancement of personnel marketing expertise,etc.,and In response to the optimisation proposal,the safeguard measures to be taken to ensure the smooth implementation of the retail business marketing strategy of Wenzhou Branch of W Bank were introduced in terms of staff motivation,technology application and risk prevention and control.The proposal aims to promote the marketing of W Bank’s retail business,resolve W Bank’s dilemma,ease capital constraints,improve business performance,provide direction for W Bank’s future development and enhance W Bank’s market competitiveness.