Research On The Retail Banking Marketing Strategy Of The GS Bank W Branch

The W branch of GS bank was established in 1987.It is the first commercial bank established in W city.After 30 years of operation and development,it has established a good brand image and business reputation in W city.,however,in recent years,along with the unceasing change of macroeconomic environment,the marketization of interest rate,financial disintermediation,the development of the Internet technology and small and medium-sized joint-stock commercial Banks and city commercial Banks and other financial institutions stationed in W city,continuously make W branch is facing more fierce competition environment,W branch marketing mode of retail business has already can not adapt to the current trend of the development of financial markets.Among commercial Banks' many income sources,the retail business has been a large proportion.So the GS W branch marketing strategy of retail business,the key period to grasp the retail business to fierce competition in the marketing is important,can also help the future W branch retail business innovation and development,cultivating distinctive competitive advantage has the vital significance.Papers start with GS bank W branch retail business marketing strategy as the research object,this paper reviewed the related literature of the retail business of commercial bank,put forward the research train of thought,technical route and related marketing theory;Secondly,it expounds the current situation and existing problems of the retail business of W branch.Specific performance in: customer service and product homogeneity,offline service needs to improve channel construction and management,retail business promotion,traditional and single,lack of improving customer management strategy of "sticky";Then,analyze the operating environment of W branch.Based mainly on the local regional economic development environment,the retail business product demand and competitor analysis,this paper W branch marketing mechanism and team equipment situation and the resource allocation of retail operations;Furthermore,it analyzes the existence of excellent Internet service platform,comprehensive coverage,complete retail business and abundant resources of enterprises in the retail business of W branch.However,there are also some disadvantages such as unreasonable structure of personnel structure and the average level of backward regional indexes.Finally,expound the specific marketing strategy of W branch retail business.Specific include: adopt novel business outlet promotion method,promote the effective communication of the spot promotion,promote the promotion cooperation with local merchants promotion strategy;The construction strategy of both online and offline channels;Promote the brand influence strategy of basic operation and brand building strategy based on customer;To implement differentiated customer service management strategy for high-end,middle-end and low-end customers.