On Integrated Marketing Of Retailing Business In China’s Commercial Banks In The Context Of Network

From the situation and development of the international and domestic Internet, the network economy, and the marketing environment of the retail business in China’s commercial banks and based on network consumer behavior theory, financial intermediation theory, service quality theory, customer satisfaction theory, customer loyalty theory and so on,the research aim of this article will have a more systematic study the integrated marketing strategy of the retail business in China’s commercial banks in the network environment using a combination of qualitative and quantitative analysis method.Firstly, this article provides an overview and analysis of the background of the international and domestic Internet, the network economy, and the marketing environment of the retail business in China’s commercial banks. Secondly, based on the Commercial bank theory, the article defines the concept of commercial banking and retail business in accordance with the connotation of the theory of financial intermediation. Thirdly, this article discusses the marketing current situation and existing problems of the retail business in China’s commercial banks and China’s commercial banks market segmentation and market positioning, then, the article establishes the China’s commercial banks retail business integrated marketing strategy framework under the network environment. The integrated marketing strategy Includes three sub marketing strategies, they are4Ps(product、 price、place and promotion),4Cs(Consumer、Cost、Convenience、Communication) and4Rs (Relevance、Reaction、Relationship、Reward).Then,the article has a detailed analysis of three marketing strategies through three chapters, and the article proposed the commercial retail banking product-oriented marketing strategy based on4Ps, the consumers service-oriented marketing strategy based on4Cs and relationship-oriented marketing strategy based on4Rs, Which together constitute the new marketing strategy of the retail business of commercial banks in the network environment.Finally, the article has a summary of the research results of the previous chapters, and points out the lack of research articles and further study.The innovation of this paper is as follows:1.The innovation of research objects. The article researches on the marketing Strategy of the retail business in China’s commercial banks. A large number of existing commercial bank marketing research focused on the company’s credit marketing, a single-channel marketing(Such as counters, electronic banking, telephone, SMS, mobile phones and so on), a single retail product marketing, and other banking business marketing, the entire business of retail banking marketing strategy literature mainly focus on a certain large or small respect, such as trend analysis, pattern analysis, strategic analysis, performance indicators. The research literature focus on the commercial bank’s retail business in the network environment is very little.2.The innovation of research perspective. This article summarized and refined the results of previous studies, and has a new research on the marketing strategy of commercial bank’s retail business in the network environment especially under the circumstance of the entity and network convergence). The author brings4Cs and4Rs into the field of marketing strategy and the article builds the research on the integrated Marketing of the retail business of commercial banks, this research which integrates the products related services and long-term relationship is more suitable to build a relationship value of retail business in China’s commercial banks.3.The innovation of research conclusion.In the research of the marketing strategy of commercial bank’s retail business, the article follows the research ideas of the value discovery、value creation, value delivery, relationship sublimation and value re-creation, and concluded PCR framework which is a new marketing strategy on the commercial bank’s retail business in the network environment.This study concludes with some guidance for the actual marketing of the commercial banks in the retail business.