HF Bank Retail Business Marketing Strategy Research

Along with the China's accession to the WTO,China's financial companies have a huge impacted by high quality service, flexible management of foreign companies in the financial industry.That was increased open degree for our domestic financial industry.Due to the growing changes of the financial market and making the differences of demand change,the financial markets as the rich diversity of products and more competitive. These things happen attracted more attention for the financial industry. So how to formulate the corresponding marketing strategy through the understanding of customer demand difference from master rules is particularly important.However,this part of the market marketing activities is not satisfactory from most of the state-owned commercial Banks in China's current development situation.Through the research, the article analyzes the present situation of the retail business marketing of HF bank, and concludes the problems in the process of the retail marketing:the product design is not allowed, the lack of publicity and visibility, the narrow channel of the network channel, and the number of marketing staff. Based on the existing marketing theory, analysis of the causes of the problem is:the customer demand is not enough, the failure to establish effective brand awareness, network channel construction speed and frequency is slow, lack of systematic marketing service system. On the basis of this, the article puts forward the marketing strategies of optimizing the retail business of HF Bank:the implementation of the full range of product innovation and market positioning, and to speed up the construction of HF bank's service brand awareness, to develop a broad sales channel and to build a system of marketing service system.The research conclusion of this article has some guiding significance on optimizing and developing future marketing strategy in HF Bank as well as similar commercial banks.