Research On Marketing Strategy Of H Bank Retail Business

Retail banking business refers to all kinds of financial services provided to individuals and small to medium-sized enterprises.The dollar amount is smaller compared to wholesale banking business.It is a valuable sector of commercial banks and a main driving force in providing comprehensive and integrated financial services.Under the condition that the China's financial industry starts to align with the international financial market,commercial banks are facing increasingly competition.The development of interest rate marketization and financial disintermediation has reduced the profitability of wholesale banking business to large enterprises.The retail banking business covers a wide range of sectors,less fluctuation,highly interoperable,not as capital intensive,has higher economic added value and lower business risks.Therefore,most commercial banks are transitioning into retail banking businesses.Retail banking has gradually become an important area of industry competition.Optimization of product offering and restructuring,sustained development have become the focus of banks in their business transformation.As one of the 12 national joint-stock commercial banks,H Bank has been improved its ranking in the profitability index of banks and comprehensive development potential in recent years.In 2018,the bank established the development concept of relying on science and technology to expand retail business and took practical measures to speed up the development of retail business.However,compared with state-owned banks and other joint-stock banks,there are still many problems restricting the development of retail business in practice.This research takes retail business of H Bank as the research object,uses marketing theory as a tool to study the current situation and problems of the retail business marketing strategy of H Bank.It analyses the problems existing in the marketing management of H Bank and points out that customers are the focus of bank services.Banks must be able to see from the customer's point of view and study the market based on their needs carefully,so as to formulate a market-compatible marketing strategy.Combining theory with practice,this paper designs and develops differentiated strategies of individualized products for market segmentation,technological innovation in wealth management,credit card and consumer finance,pool together limited resources,guarantees service quality,and refine business,ensure product service quality and enhance brand influence.Changing the traditional thinking and marketing methods,shaping the characteristic image with the marketing concepts and methods of keeping pace with the times,and promoting the faster and better development of retail business.The article is divided into six parts: the first part summarizes the research background,significance and related literature review;the second part introduces related concepts and marketing theory as the basis for the later discussion;the third part elaborates the retail business environment from the internal and external perspectives,introducing the opportunities and challenges of developing the external retail business,and the advantages and disadvantages of the internal marketing ability;the fourth part is the analysis of the current situation,problems and causes of H Bank's retail business marketing;the fifth part is H Bank retail business marketing strategy and safeguards,through customer segmentation and clear positioning,improve the precision marketing and customer acquisition ability of retail business,effectively expand customers,tap customer needs,and integrate STP,4Ps,4Cs,4Rs to provide strategies and safeguards for the development of H Bank's retail business;the sixth part concludes in order to promote the development of retail banking business,we must adhere to the market-oriented,customer-oriented,correct the development concept,strengthen the service function,mobilize the innovation enthusiasm of the whole staff,and pay attention to the application of scientific marketing strategies so as to continuously create our own business characteristics.