Research On The Retail Business Marketing Strategy Of ABC Changchun Qichecheng Branch

Along with the rapid development of national economy and technology,China's financial industry increasingly fierce competition,the bank retail business increasingly taken seriously by the banking industry,more and more Banks increase retail business of marketing,has become an important part of banking intermediary business income.Since the establishment of the ABC Changchun Qichecheng Branch,as of the date of retail business has always attached great importance to marketing,organization staff to carry on the related business study every year,improve business ability and service level,but as a result of branch locates the geographical position competition pressure increases year by year.How to carried out in the adverse circumstances retail business,and growing retail business marketing performance and expand the market share is ABC Changchun Qichecheng branch should focus on research topics,and has profound significance.Based on its long motor city branch as the research object,combining the theoretical knowledge and practical,first in the ABC Changchun Qichecheng Branch marketing status quo of retail business is discussed and analyzed,and find out the current existing problems,and then through the analysis of ABC Changchun Qichecheng Branch retail business macro environment and microcosmic environment,combining with the method of SWOT to branch retail business' s strengths,weaknesses,opportunities and threats are summarized,so as to further explore branch retail business should be how to make use of the advantages,seize the opportunities,overcome their own weaknesses and threats.In order to formulate the marketing strategy of retail business.According to the analysis result,through the STP theory analysis on the changchun auto city branch retail business customers to market segmentation,target market and market positioning,and using marketing mix strategy,through the branch bank retail business products,pricing,channel,promotion four aspects put forward marketing strategy.In addition,this paper puts forward the guarantee measures from the three aspects of building a high-quality marketing team,perfecting the incentive and restraint mechanism and strengthening the risk management,so as to ensure the smooth and effective implementation of the marketing strategy.This paper hopes that through this series of analysis and research,it can improve the competitiveness of ABC Changchun Qichecheng Branch in the retail business market and expand the market share of retail business.