Research Of Marketing Strategy For Commercial Bank' Retail Business

In foreign countries, retail business of commercial banks has a development history of a few hundred years. In 21st century, more profound changes have taken place in foreign commercial banks, and status and role of retail business in commercial banks is rising.At present, the retail business has become an important source of profit component in the commercial banks of developed countries. Commercial banks in western developed countries have accumulated abundant experience from the rapid development of the retail business during the last few decades, which is worth learning and drawing upon.In our case, at present, both rigid capital constraints and full liberalization of domestic market to foreign banks will affect domestic banks' credit business development. At the same time, the rapid rise of the domestic middle class provides a huge market demand to the development of the retail business of commercial banks. On one hand, effective strategies and measures should be made to actively expand their market in the development of retail business; On the other hand, Chinese-funded banks must overcome the blindness and randomness in the retail banking business development.Operating as core philosophy of modern enterprise market, marketing was an important part of enterprise management, which arises under the conditions of increasingly fierce competition among enterprises. As a special enterprises, business activities of China's commercial banks is different from general industrial and commercial enterprises in the market economy. But as a commercial enterprise, it must participate in market competition with marketing concept of customer-centric, market-oriented, then it can gain customers and competitive advantages in both the increasingly fierce market competition and buyer's market.In this paper, marketing strategies of commercial banks retail business were summarized mainly from these following aspects such as product strategies, pricing strategies, marketing strategy, channel strategies. Currently existed problems in retail business of commercial banks were intensively analyzed and marketing strategies of commercial banks retail business were systemically illuminated. China Merchants Bank is a commercial bank which did very well in the domestic retail banking business, therefore, China's commercial banks retail business was analyzed and discussed associated with Merchants Bank in this paper.