Research On Marketing Strategy Of Retail Banking For H-Bank Suzhou Branch

Since the “Regulations on the Management of Foreign Banks of the People's Republic of China” was formally implemented in December 2006,China has fully liberalized foreign banks' operations in China.More and more foreign banks have begun to set up branches in China to carry out various types of business.As the new economy continues to mature and the wealth of residents continues to grow,retail banking is increasingly valued by modern commercial banks.And China has naturally become the goal of foreign banks to develop retail banking.The H-Bank's Chinese company officially opened on April 2,2007 and is one of the most foreign-funded banks in the Mainland.Since its inception,H-Bank has established more than 170 branches in more than 50 cities in Mainland China,making it the most foreign bank with the largest number of branches in the Mainland and the most extensive coverage in the region.This paper takes H-Bank Suzhou Branch as research object,introduces the development status of its retail banking business.Through the analysis of its retail banking business marketing strategies,we have identified the strengths and weaknesses of the development of retail banking services for H-Bank Suzhou Branch,and the opportunities and threats it faces.This paper puts forward recommendations and improvement measures for the retail banking business strategy of H-Bank Suzhou Branch from the four aspects of product,pricing,place and promotion,and draws the conclusion that different types of target markets should be developed and implemented according to different preferences.The combination of marketing strategies is targeted to meet the needs of different target markets.