The Bank Of China Jinhua Branch Retail Business Sales Management Research

With the development of the global financial industry and the reform of China’s financial system, the retail business has increasingly become one of the main sources of profits of commercial banks, and retail business services and more attention, for all commercial banks also have a wide range of marketing service at the same time, improve service levels, and improve marketing performance. So this paper to the Bank of China, Jin hua Branch for the study, analysis of the marketing status quo and existing problems and the countermeasures to increase in its retail business.In this study, start from the Bank of China, Jinhua Branch retail business services sales status quo, the development of the Bank of China at this stage Jinhua branch marketing, target customers, research, and analysis of the existing services of sales staff and management; SWOT analysis French study found that the Bank of China, Jinhua Branch based on the number of competitors among themselves and on other commercial banks, not only to see, but also to see to see their own disadvantage. In order to circumvent the disadvantages, the Bank of China, Jinhua Branch can choose reducing internal disadvantage, to avoid external threats to seek a way out from their own, to fully learn from the experience of other advanced banks, the establishment of a high-quality customer manager management team and excellent service personnel. the introduction of advanced management concepts, improve profitability and level. The main problems in the area of services marketing, including:the lack of service marketing team, customer satisfaction management level is not high, the lack of standardized service system and improve market segmentation. On this basis, this paper presents the development of client manager system, and establish the concept of customer satisfaction, improve customer satisfaction, establish and improve the standard service system, based on market segments to meet the needs of different customers, and to mobilize grass-roots enthusiasm of the staff and other aspects.The innovation of this paper is that the Bank of China, Jinhua Branch, through analysis, obtained the advantage that they face, weaknesses, opportunities and threats, etc., on this basis, and then propose targeted suggestions for improving the Bank of ChinaJinhua Branch service marketing standards, and expand the scale of the retail business, and enhance market competitiveness has important practical reference value.