ZJNS Bank Retail Business Marketing Strategy Research

At present,China's economic development has entered a critical period of transition,credit risk is gradually increasing,market competition is becoming increasingly fierce,financial reform has entered the deep water zone,and Internet finance has developed rapidly.If the original commercial bank management concept is still in use,the operating mode of relying on corporate business to obtain profits will not meet the new era.The demand for economic development.With the slow development of macro-economy,the development of commercial banks is full of frustrations.At the same time,considering the abundant customer resources of bank retail business and the greater value creation ability of this business in the new economic background,major commercial banks have regarded it as the main direction of bank development in the future.This paper takes ZJNS Bank as the research object,aiming at the insufficiency of its retail business marketing strategy,which leads to the problems in the business development,such as fuzzy target customer group positioning,lack of brand competitiveness,low outlet channel capacity and low customer experience satisfaction,through the study of market segmentation and positioning theory,customer relationship.Based on the theory of customer satisfaction and value creation,combined with the market environment faced by ZJNS Bank,this paper makes a thorough analysis of the existing problems in the retail business marketing of ZJNS Bank by using the methods of case study,literature analysis,questionnaire survey,standardized research and causality diagram.The causes of the existing problems are the inability to find out the differential competitive advantage,the weak innovation ability of product service,the insufficient customer acquisition of traditional outlet channels and the inadequate customer management and maintenance.This paper probes into and puts forward the corresponding optimization countermeasures of retail business marketing strategies,specifically to find the market development strategy of'the target group and implement the omnidirectional production.Product innovation strategy,online and offline marketing channel integration strategy and strengthen customer hierarchical relationship management strategy.Through this study,not only help banks optimize the retail business marketing program,so that the bank's development advantages can be fully utilized,to make up for the deficiencies of the bank to the greatest extent,enhance the overall competitiveness of the bank,improve the development level of the bank,and strive to make it the most influential bank in the region.At the same time,some successful experiences also have a certain reference value for the development of retail business of similar banks.