Research On Retail Customers' Marketing Strategy Of H Bank

With market competing pressure of banking industry being intensified increasingly,it has become industrial consensus to develop retail financial service with scattered risks,high stability and considerable profit vigorously.While in retail financial market,customers are always the focus of product innovation,publicity and marketing and operational management of the bank.Who can win customers,who will be the winner finally.So,it is the key of retail marketing for H bank to widely obtain customers,optimize customers' experience and enhance customer 's contributing degree.This article applies analyzing and researching method of comparison and combination of qualitative and quantitative,with relevant theoretical knowledge as the basis,studies the problems existing in retail marketing of H bank and the countermeasures for its improvement,with the internal structure and development feature of bank and starting from external economic and policy environment.First,this article describes the thesis research background,describes the research status and achievements at domestic and foreign,gives an overview of the overall content structure and research methods;Second,the writing makes analysis to features of retail customers in H bank and current marketing strategy;Third,after discussing the internal and external factors that affect the development of retail customers' marketing in H bank,analyzing and comparing marketing strategies of industrial competitors,this paper concludes that,currently,there are many problems exists in H bank retail customer marketing in terms of customer group management,product and price management,channels and promotion management,such as products and services have obvious defects,pricing mechanism and procedure are unreasonable,marketing thought and method are backward,neglecting data analysis and marketing blindly,lacking cross linkage and resources sharing,the construction of marketing team is behind,assessment stimulation is invalid or formalized,internet financial technology is lack and marketing capital support is insufficient.Finally,in view of the above marketing problems,this article individually customizes personalized,localized,feasible and targeted solutions and improvement measures in areas of how to achieve precision,differentiation,diversification and linkage marketing,and also discusses how to guarantee the smooth implementation of improving strategies.The writing objective of the article is puts forward the improvement countermeasures and safeguard measures,through the analysis and research on the existing problems of H bank retail customer marketing.It aims at providing references for H bank to adjust and formulate marketing strategy of retail customer in the future,letting it be able to adapt to the new change of marketing environment through improvement of marketing strategy,resolving existed problems and breaks through the bottleneck effectively,enhancing the marker share of the bank and customer's marketing capacity,and realizing sustainable development.