XX Bank MM Branch Retail Business Marketing Program Research

In recent years, rapid progress in the global financial industry development, the financial reform in our country has been deeply, bank retail business gradually become one of the major source of profits of commercial Banks. All commercial Banks in order to adapt to this change, to strengthen its marketing service mode, with its own service level of ascension, to achieve the goal of improve marketing performance of Banks. Starting from the problems existing in the retail business of Chinese commercial Banks, the retail business service sales management and marketing present situation, to XX bank MM branch as the research object, through to the related problems and the analysis of the status quo, put forward the service level of sales of commercial Banks the Suggestions and countermeasures of ascension.First, this paper introduces the commercial bank retail business related marketing management theory, has been clear about the retail business of the Banks about the definition of the concept of marketing management. Then, the paper through to the retail business development are faced with the internal and external environment analysis, combining to the XX bank MM, corresponding policies and the analysis of the management structure and responsibility division, find out the problems in the bank in the retail marketing work. Third, on the basis of above work, a paper from the target market selection, product and price strategy, distribution and promotion strategy, etc, formulate the specific measures. Finally, from the optimization of the marketing structure, strengthen business innovation, promote network dimension of transformation and improve the evaluation mechanism, implement the retail marketing plan corresponding measures are put forward.Through analyzing the current situation of XX bank MM branch, point out the advantages and disadvantages in their own retail business development as well as the threat and opportunity, with the improvement of marketing, the expansion of retail business, enhance market competitiveness, and put forward the targeted, have important practical reference value for the Suggestions and countermeasures.