Study On The Marketing Strategy Of The Retail Business Of Bank Of Communications In Qinhuangdao Branch

With the continuous development of social economy,the retail business of domestic banks is facing severe challenges.The retail industry of commercial banks is an important part of modern finance.In the financial system of modern society,the development scale,business knowledge and service management level of commercial banks have become a city,a province and even the national economic development An important indicator in the tertiary industry in the crucial financial services industry should be highly valued by government departments.Based on this,this article analyzes the opportunities and challenges of the retail business of Qinhuangdao Branch of Bank of Communications from different angles.It emphasizes the concept of taking financial market as the leading,customer-centered and enterprise efficiency as the business objective.Effective marketing strategy and service management means to the future of Bank of Communications and China's major commercial banks in the fierce global competition can be invincible.Firstly,This article elaborates the research background and research meaning,combed the theory about commercial bank retail marketing research results at home and abroad,points out the shortages of the present study,as the theoretical basis of article;Secondly,this article introduces the general situation of bank Communications Qinhuangdao branch and the bank retail business problems faced by marketing analysis,and SWOT analysis theory and IFE matrix,EFE matrix of Communications Qinhuangdao branch in the macro environment and competitive advantage disadvantage has carried on the comprehensive analysis;Again,the detailed design and planning of Qinhuangdao branch Communications retailing marketing strategy,and adopt the method of the STP market classification is given,the accuracy of target market selection and product positioning,Qinhuangdao branch bocom designed in accordance with their own characteristics of marketing strategies;Finally,according to the design of Communications Qinhuangdao branch marketing strategy and combine the characteristics of the enterprise itself,from in order to strengthen the management of customer value,customer groups for product innovation,the concept of service marketing,the integration and innovation,to strengthen the construction of network staff in five dimensions such as guarantee the marketing strategy can actually be born solution measures.