Research On Retail Business Marketing Strategy Of DY Rural Commercial Banks

In recent years,with the reform and adjustment of national economic structure and financial system,the business structure of domestic commercial banks have changed severely.The proportion of the retail banking business at the level of revenue and profit contribution of the commercial banks began to gradually rise,and become a new growth point.With the continuous improvement and development of domestic financial market,commercial banks' competition in retail business is becoming increasingly fierce.So what kind of marketing strategy can be used to win in the competition of retail banking business has become one of the focuses of commercial banks.After decades of development DY rural commercial bank has the local characteristics.And the development of retail banking business compared to foreign banks and joint-stock commercial bank itself is relatively backward,there are also some problems in the process of development,restrict the healthy and rapid development of retail banking business.Under such circumstances,It is particularly important for DY rural commercial banks to find their own characteristics to grasp the development trend of retail banking business,allocate resources rationally,give full play to their own advantages and choose their own marketing strategies.In this paper,firstly we analyzes the development background and situation of DY rural commercial banks,which as the research object,with its marketing strategy as the research content,combing the relevant research results at home and abroad about the marketing of retail banking,then the research content and research methods,technical route and so on,and this paper introduces the connotation and the characteristics of rural commercial banks and retail banking history.Then we summarize the related theory of marketing strategy such as 7Ps marketing theory,relationship marketing theory,STP theory;and combined with questionnaire survey,so we can analyze the marketing situation of DY rural commercial banks in product,price,channel,promotion and other aspects furthermore.And then we summed up the existing problems such as marketing channel management is weak,backward,serious product homogeneity,the lack of professional marketing team,customer information management information Low degree,and combined with SWOT analysis method,DY rural commercial banks are facing such Opportunities and threats as strong external demand,national policy support and fierce competition in the industry and rising business costs.DY rural commercial banks also have many advantages and disadvantages,such as large number of outlets,wide coverage of customers,poor brand effect and low retail business level.Finally,specific strategiesshould be taken for the DY Rural Commercial Bank from the five aspects of market segmentation and positioning,product strategy,channel strategy,promotion strategy and customer relationship management strategies.In order to provide reference and reference for the marketing practice of DY rural commercial banks in the future retail banking business.However,this paper takes DY rural commercial bank as the research object,and the information disclosure is relatively low.In the aspect of information acquisition,it only relies on the statistical data from the author,and there may be a certain gap between the actual data and the actual data,so the depth of the analysis is not deep enough.Besides,the research object of the article is too single and has no comparison.And this paper only starts from the theoretical level,the marketing strategy put forward has certain guiding significance in the actual operation level,but its applicability needs further research and investigation.