Research On The Marketing Strategy Of Retail Business Of J Bank S Branch

With the fierce competition among the commercial banks in China,they pay more attention to the retail business.J bank is one of the largest commercial banks in China,and the S branch is a branch of J bank,which is located in the first city of the south coast.In recent years,the transformation of retail J in the whole system is put forward,to the development and application for Internet plus technology in traditional retail business.But from a practical point of view,the effect is not ideal.This article from the work practice,combined with the knowledge,from the point of view of the marketing management of the Internet in the context of the S branch of the retail business marketing strategy to carry out in-depth research and analysis.Firstly,the research background and significance,technology line and research framework,Internet banking,Potter's five forces model and 4PS,4CS and other related marketing strategies are introduced;secondly,taking the S behavior of the object of study,from the retail business products,retail marketing channel construction and retail business strategy and product price the retail business marketing strategy for the four aspects of the introduction of the current marketing situation,and through specific data show that S branch retail business development situation.The study found that the retail business of S branch in the development in the backward marketing concept,profitability is low,the price of key products,single product promotion channels,mainly traditional product promotion mode such as lack of specific problems;thirdly,this paper analyses the S branch of the retail business competitive environment.In the analysis of the S branch of the retail business competition environment,this paper focuses on the overall economic development from the city of S and S branch of the retail business development of two aspects,and branch of S customers were graded to determine the main features of the different levels of clients;on this basis,according to the actual situation of S branch of 50 thousand yuan and 500 thousand yuan-600 million customers as the target customer groups,the characteristics of different customer groups are analyzed,and under the background of Internet marketing strategy of retail business of S branch was built to determine the overall framework of marketing strategy of retail business,and 4PS to product oriented marketing plan design marketing strategy;finally,from the aspects of organization system construction,personnel training,process and technology,internal control and put forward S branch of the retail business marketing strategy for the implementation of safeguard measures.This paper studies that commercial banks should conform to the development trend of the times,combined with its own characteristics and actual development,to increase the innovation and development of retail business.The value of this paper is to contribute to the healthy development of the retail business of S branch,and to provide guidance for the reform of other commercial banks.