Research On Retail Business Marketing Strategy Of AQ Branch Of ICBC

Under the current situation,the competition of the banking industry intensifies,and the financial institutions compete fiercely for market resources.With the diversification of financial channels,especially financial disintermediation trend,enterprises financing channels,not just limited to bank financing channel,assets of bank of traditional business already cannot satisfy the development of modern banking,retail business development to increase the added value of the bank.As an important part of management,western commercial Banks have always been an important means to expand their operation scale,improve their viability and competitiveness,and improve their operating efficiency.Commercial bank marketing has become the core of the global business strategy of commercial Banks.At present,the development of industrial and commercial bank of AQ unsatisfactory,especially in the big four Banks trade accounted for a savings account to trade in the third,just above the bank of China,at the same time,the recent new joint-stock commercial Banks entering the market and the network financial impact of AQ impact is also very serious,profits growth rates have fallen sharply.AQ region influenced by economic conditions,the high quality enterprise resources,traditional credit assets business competition is intense,and market profit by compression,so the new profit source for developing high-end individual customer and small micro enterprises as the main object of the retail business.How to carry out the marketing of retail business correctly,become more important.This article for AQ icbc to provide theoretical basis for the retail business marketing strategy,first to analyze the marketing management theory research results both at home and abroad,points out that the 4R marketing mix theory focuses on surrounding relations as the core in return for the purpose of correlation by means of the reaction condition of the marketing mix strategy,puts forward 4R bank retail business as the core of marketing strategy standardization process.At the same time,in order to analyze the problems existing in the marketing process of AQ icbc's retail business,it firstly analyzes the external environment and competitiveness of AQ icbc by using PEST analysis method.At the same time,SWOT analysis is used to analyze the advantages and disadvantages of the marketing process,and find out the possible problems in the marketing process.Then,based on the analysis of AQ icbc to the customer survey questionnaire,according to the characteristics of AQ bank,the advantages and disadvantages of the company are not limited.Finally,puts forward4 R oriented retail business marketing strategy,and then puts forward the marketing strategies based on the theory of the 4R marketing mix of the anticipated target of this paper is designed to make the AQ icbc can more targeted to carry out the retail business marketing work,grab market share,which in turn improve AQ icbc's market competitiveness of retail business in the region.Therefore,this article on the basis of the 4R marketing mix theory,combined with the actual situation of AQ region concrete countermeasures are put forward We emphasize the combination of product innovation and brand image design,emphasize to meet the personalized needs of customers,service is professional and convenient and quick,stressed the importance of response speed to market environment change flexible and flexible,timely understand on customer demand dynamic feedback,improve the team cooperation consciousness,attaches great importance to the target customers and hierarchical relationship,good at using the customer database,providing customers with quality service,to improve customer satisfaction,so as to realize AQ icbc retail business' s overall competitive level of ascension.