Research On Optimization Methods Of The Marketing Strategy Of Retail Business For The Agricultural Bank Of China NingBo Branch

In foreign countries，retail business of commercial banks has gradually becomeone of their strategic pillar of business because of its low risk and high profit. Atpresent，with the increasingly fierce competition environment and household wealthaccumulation in China，Demand of personal financial services is also rising.Accordingly, the strategic transformation to the retail banking has already formed thecommon understanding in the domestic banks.Compared with the abundant experience of commercial banks in westerndeveloped countries, the domestic banks are facing a lot of problems. As asubordinate branch of the Agricultural Bank of China, Ningbo branch also has someproblems. Such as its network construction, channel development, business processspecification and service marketing consciousness. Therefore, this paper aims tostudy the marketing strategy of the retail business for NingBo Branch.Firstly, the article introduces the basic theory and the main essence of the retailbusiness and marketing. And after the present marketing situation of NingBo branchwere analyzed, the author sums up its marketing symptoms. Then the text constructsthe marketing strategy of the retail business from the perspective of productinnovation, services channel development, team building, business processreengineering and so on. Finally，the author proposed some suggestion on theimplementation of strategy.