Research On Marketing Strategies Of C Branch Of Hua Xia Bank

In recent years,the Internet finance with the help of the huge advantage gained rapid development of information technology,it not only break the boundary between the traditional financial industry and the competitive landscape,but also for commercial bank management mode and even intermediary function has brought serious challenges.The impact of the internet age directed more and more clients to smart and electronic channels for business processing,which decreased the flow clients in bank outlets,or even led to drainage of existing clients.To improve marketability,the commercial banks began to look at marketing transformation of physical outlets.This paper focuses on the research of physical outlets marketing strategy related content.In such cut-throat market competition,how to put the marketing capacity of the outlets to good use,use available resources and coordinate the personnel on different posts of the outlets,raise clients flow,excavate deeply clients' value,and improve clients experience and satisfaction become the core for transformation of marketing strategies in all the bank outlets.The paper thinks that the financial reform is overwhelming and the competition in the internet age must be actively confronted,while the advantage of physical outlets is that this is an important marketing platform,which is an important bridge closely connecting the clients and their financial behaviors.It is important to discover the potential of existing customers,identify and identify quality customers,increase customer stickiness,and enhance customer experience and satisfaction.In addition,efficient marketing can lay a solid customer base for outlets and greatly help improve the retention rate of customers,and ultimately achieve the improvement of bank marketing performance and the sustainable development of outlets in future.The paper takes C Branch of Hua Xia Bank for example to study the marketing strategy of its outlets.C Branch of Hua Xia Bank implemented the marketing transformation of all outlets in early 2016 according to the strategic deployment of the head office.The outlets personnel are also changed from service-type personnel into service-oriented marketing type personnel.The bank has gradually evolved the service marketing idea of “centered on clients demands” to provide various financial products and services.The outlets only provide service for the course of business processing for the clients in the past.After two years of exploration and practice,the service marketing of the outlets has achieved initial results.While after carrying out the marketing of the outlets recently,the outlets are more focused on the field feeling and different kinds of business demands of clients in current stage based on the course service.Starting from the angle of clients' demands,the outlets personnel provide service for clients and propagandize and market financial products.However,the result shows that the clients do not have ideal experience in outlets,and the marketing performance of the outlets is less than perfect,indicating the marketing capacity of the bank's outlets needs to be improved.To achieve the goal of improving marketing performance,the bank needs to conduct research on marketing strategies.Article through to the C Branch of Hua Xia Bank marketing present situation research,combining the theory of service marketing,analyze customer interview results,summarizes the outlets marketing problems and the causes of problems.On this basis,the corresponding marketing strategies are summarized in three aspects: external marketing,internal marketing and interactive marketing.The external marketing mainly adopts product strategies,channel strategies,promotion strategies and physical evidence strategies to improve the marketing capacity and customer contribution degree of outlets by dint of manifold marketing strategies.The internal marketing mainly improves enthusiasm of employees and cohesion of cooperative marketing via personnel strategy.The interactive marketing mainly employs process strategy to build a communication bridge between the customers and employees,supervises satisfaction over marketing process and improves intelligentization of outlets to make customers participate actively at pains,thereby improving customer experience,enhance customer stickiness to finally raise the customer base and marketing performance.The analysis in this paper,on the one hand,can actively boost the outlets marketing of C Branch of Hua Xia Bank and improve the marketing capacity to finally transform the outlets of C Branch of Hua Xia Bank into the concentration camp of marketing,to contribute a huge share to raising of the bank's marketing performance.On the other hand,it also provides reference and guidance to strengthen the marketing ability of similar bank outlets.