Research On The Marketing Strategy Of PF Bank Xi'an Branch Retail Business

With the marketization of interest rates and the acceleration of financial disintermediation,the strong impact of Internet finance has brought more and more pressure on the profit growth of commercial banks.The company's business has been greatly impacted,and its profitability has encountered unprecedented challenges.In recent years,with the rapid development of the economy,personal wealth has grown rapidly,and the financial management awareness of individual customers has increased remarkably,and the proportion of personal wealth to social wealth has become higher and higher.The retail business of commercial banks has become a new point of profit growth due to its small capital occupation and large contribution from the intermediary business,and its strategic importance has become increasingly prominent.PF Bank is a joint-stock commercial bank in Xi'an.In the past,it relied on the company's business advantages to achieve rapid development for many years.However,in the face of the new economic situation and industry environment,the strong retail business was put on the strategic development level.However,as far as the current marketing situation of the retail business of PF Bank Xi'an Branch is concerned,there are still many problems,such as poor brand effect,backward marketing channels and means,and single marketing strategy,which hinder the rapid development of the retail business of PF Bank.Based on the marketing theory,this paper draws on the successful experience of many domestic and international commercial banks and takes the retail marketing strategy of PF Bank Xi'an Branch as the research object,and uses the classic 4P theory as a tool to market the PF banking retail-marketing strategy.The current situation,problems and causes of the analysis and research have been carried out.The optimization plan and improvement strategy for the development and update of the retail business marketing strategy for the PF Bank Xi'an Branch.The main structure of this paper is as follows: The first chapter mainly introduces the research background and significance,clarifies the research ideas and methods,and combines the relevant research at home and abroad to propose possible innovations.The second chapter focuses on the concept of retail business of international and domestic commercial banks.Moreover,the relevant theories of commercial banking retail marketing strategy were introduced and 4P classic marketing theory was focused.The third chapter analyzes the current situation,existing problems and causes of PF Bank Xi'an Branch retail business marketing strategy;the fourth chapter uses classical marketing theory analysis.The research and development of the marketing plan for the retail business of PF Bank Xi'an Branch is studied and proposed.The fifth chapter proposes the safeguard measures for the marketing strategy optimization plan;the last chapter is the conclusion and outlook.The research results of this paper provide strategic guidance for the new economic situation and the strong retail business of PF Bank Xi'an Branch under the industrial environment,and also have certain reference for the development of other similar banking retail business.