| Along with the continuous development of the social economy,various industries including commercial banks are actively carrying out their own deepening reforms.For commercial banks,the choice of marketing model will have a direct impact on the operation status and bank profitability.Therefore,this paper takes the marketing model of Guangfa Bank's retail business as the research object,combines the current background and the development requirements of Guangfa Bank,analyzes the current operation status of the marketing model,finds out the problems and deficiencies in the operation process,and comprehensively considers the factors affecting the choice of marketing mode.Next,from the transaction-oriented marketing model to the marketing service model,and the intelligent network construction as a top priority,compare the effects before and after the mode optimization,and develop a specific plan for the optimization of the marketing model of Guangfa Bank.In this article,it is divided into five parts.First of all,it summarizes the background,significance and research situation at home and abroad,clarifies the research ideas,contents and methods,and summarizes the innovations and deficiencies of this paper.Secondly,the commercial banking,retail business and marketing model are defined.The retail business of Guangfa Bank mainly includes five parts: debt business,asset business,wealth management and agency business,bank card business and electronic banking business.The current marketing model is transaction operation type;Furthermore,the theoretical basis of this paper is introduced.The commercial banking retail marketing model can be divided into three categories: marketing,customer marketing and integrated marketing.At present,the mainstream marketing model of commercial banks mainly has business-oriented and profit-driven Type,transaction operation type,marketing service type and head office-oriented five categories;while selecting the marketing model,it mainly considers both internal and external factors,and can carry out detailed analysis from three aspects of personnel capacity,cost and service.Thirdly,it introduces the marketing mode of the retail business of Guangfa Bank,analyzes the current situation of the retail business,analyzes the overall development and the specific structure,and analyzes the reasons for selecting the current transaction-oriented marketing model based on the development of retail business;On the basis of this,the paper introduces the operation of the current retail business marketing model of Guangfa Bank,and concludes that the effect and superiority of the current marketingmodel are gradually reduced,and the model optimization is inevitable in the future development.Fourth,the current marketing model is evaluated.The horizontal level is mainly from the aspects of personnel productivity,cost change and service level.It is concluded that the evaluation effect is better after the model optimization;furthermore,analyze the advantages and disadvantages of the current model and find out the model.Problems and deficiencies in the operation,and propose new ideas for mode optimization.Finally,on the basis of analyzing the model optimization requirements and influencing factors,the paper proposes an optimization strategy that clarifies the optimization ideas and improves the value system as a whole,and plans and deploys from the specific program implementation,and supports the risk control and supporting guarantees.And cooperate to achieve the smooth optimization of the marketing model of Guangfa Bank.Through the research in this paper,we strive to provide a useful reference for the optimization of the marketing model of Guangfa Bank's retail business,and to plan and deploy the future model optimization work in detail.In the future,the optimization of the marketing model of the retail business of Guangfa Bank still has a long way to go.It requires the joint efforts of the whole bank to overcome difficulties and challenges. |
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