Research On The Retail Business Marketing Strategy Of HB Sub-Branch Of China Construction Bank

In recent years,China's national economy has grown at a high speed,the disposable income of every family and individual has also increased day by day,people's understanding and understanding of investment has also changed greatly,and the demand for retail business of commercial banks has become increasingly abundant.CCB HB Sub-branch is one of the sub-branches directly under the jurisdiction of Guizhou Branch of China Construction Bank.Its diverse business varieties,complete functional facilities,large business scale and deep resource base have enabled the Bank to rapidly increase its performance indicators.With the deepening of business transformation,some deficiencies in the retail work of CCB HB Sub-branch began to appear.Therefore,it is of great practical significance to study the marketing strategy of retail business in HB Sub-branch of CCB.According to the research ideas of finding problems,analyzing causes and proposing solutions,this paper makes an in-depth study and analysis of the retail business marketing strategy of HB Sub-branch of CCB from the perspective of work practice.Firstly,the paper introduces the research background and significance,research methods and technical routes,as well as the main research contents,and reviews the demand elasticity theory,4P theory,customer relationship theory,cross-marketing theory,SWOT analysis,STP and other related theories as well as the research trends at home and abroad.Secondly,the paper analyzes the current development of retail business of HB sub-branch of CCB from the perspectives of macro environment,industry environment and internal environment,and shows the actual level of retail business development of HB sub-branch of CCB by using the business data of case enterprises.Thirdly,the paper combines the above analysis content,applies SWOT analysis tool to put forward the development strategy of the case enterprise,and uses STP analysis to lock in the target market.Finally,based on 4P marketing theory,this paper puts forward suggestions on marketing strategies for the development of retail business in HB Sub-branch of CCB from four aspects: product,pricing,channel and promotion.Combined with the characteristics of HB Sub-branch of CCB,it also puts forward safeguard measures for the implementation of marketing strategies from four aspects: organization,human resources,technical system and risk control,in order to optimize the effectiveness of marketing strategies.This study believes that under the new normal economic environment,commercial banks will face unprecedented challenges in stabilizing market position,increasing business income and expanding business scale,which makes retail business transformation imperative.Through the implementation of the marketing strategy obtained in this paper,it can guide the HB branch of CCB to develop its retail business well.At the same time,it is hoped that this research conclusion can give some enlightenment to other state-owned commercial banks of the same type in formulating their retail business marketing strategy.