Research On The Optimization Methods Of Marketing Strategy Of Retail Business For J Bank

With the rapid development of China’s economy,its financial industry is also developing forward,and the demand for personal financial services is expanding.This provides many opportunities for the development of related industries,promotes the development of private commercial banks,interest rate marketization and Internet finance,and at the same time makes traditional commercial banks develop.There are many challenges in the development process.In the face of the impact from all sides,J Bank chose to follow the changes in the market to adjust its development concept and business model,will focus on the development of retail business.To better develop the retail business of J bank,this paper makes a special case analysis of the marketing environment and marketing status of J bank’s newly launched mobile payment business and finds the existing problems in the marketing strategy of this retail business.The current marketing strategy of bank J is analyzed through three methods: macro marketing environment analysis,SWOT analysis and retail business competition environment analysis,and the existing problems and advantages are found.Finally,based on the detailed analysis of the mobile payment business of J bank,the paper summarizes the optimization measures for its overall retail marketing strategy,and particularly proposes the importance of precision marketing mode to J bank.