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

In the modern banking,retail banking has been the key business.With the development of economics,the individual consumers have extraordinary purchasing power and diversified consumer demand.How to improve the market competitiveness of retail banking have become the most important task for all commercial banks.Compared with the senior operating efficiency of commercial bank in developed countries,the domestic banks need to face too much problems.Jining branch in Shandong province which is the second-level branch of the Agricultural Bank of China also has the same problems.Such as business process,marketing consciousness,customer relationship management,maintenance of high-end customers and marketing team.Therefore,this paper aims to study the marketing strategy of the retail business for Jining Branch.The article introduces the basic marketing theory and the main essence of the retail banking business.Such as STP strategic marketing theory,"4P","4C","4R","7P" and "4V" marketing theories.And the article expounds the optimization measures after researching the current marketing situation,problems and reasons.