The Study Of The Cluster Marketing Of Changshu Agriculture Bank In Personal Retail Banking Business

In the modern commercial bank business, with the increase of the proportion of profit generated from the individual retail banking business, each commercial banks pay more and more attention to the individual retail banking business, which has become the important developing areas of business development for the commercial banks. At the same time, with China’s economic development and the rapid accumulation of personal assets, the individual customers who become more and more wealthy put forward different requirements referring to financial products and financial services provided by the commercial banks. In order to seize the market, Commercial banks sort and analyse the customer information so as to determine their target market and regulate the related marketing strategy.Compared to the other domestic and foreign commercial banks which develop individual retail banking business well, Agricultural Bank of China’s retail banking business lags behind a quite long distance. Changshu Agricultural Bank,as one branch of the Agricultural Bank of China at a county level, also has the same problem. It mainly reflects in the absence of scientific and complete system of customer segmentation; lacking of staff training system; no suitable assessment and incentive mechanism matching business development. Therefore, the purpose of this paper is through the study of the present cluster marketing situation of Changshu Agriculture Bank in personal retail banking business, find the existing problems and puts forward the improving measures guided by the related theoretical research in China and overseas.