Research On Optimization Of Retail Customer Marketing Strategy Of XA Branch Of BJ Bank

In the 21 st century,the operating environment of China's commercial banks has undergone continuous and drastic changes,and the factors of bank instability in the market are also increasing,which makes the competition of commercial banks not only homogenized,but also Further white heat.In addition,the income of Chinese residents continues to increase,and the people's demands for financial services have far exceeded the demand for traditional deposits and loans.In addition,the rapid development of a series of new financial forms such as Internet finance has made the retail business of China's commercial banks continue.In terms of development,it faces enormous opportunities and challenges.This paper hopes to use the literature method and the case study method to point out the research sample-the problems of the BJ Bank XA branch in the retail business and the corresponding optimization design and safeguard measures.This paper firstly introduces the background and significance of the topic,and combs the relevant literature at home and abroad.Secondly,it introduces related marketing theories,including traditional 4P,4C,4R marketing theory,and the current widespread concern.Integrate marketing communication theory.At the same time,the PEST theory and Porter's five-force analysis theory related to marketing environment analysis are introduced.BJ Bank is a commercial bank that started its banking retail business earlier in China.After years of operation and development,the retail business has made considerable progress in the whole bank,mainly reflected in the gradual enrichment of retail products,and the operating income and profits of the retail business are also increasing,but it must be clearly aware that BJ There is still a certain gap between the retail business of banks and the excellent commercial banks at home and abroad.For example,the proportion of retail business to total revenue is not high,the homogenization of products is very serious,the level of customer relationship management is low,and the business process setting is not scientific enough.These have become an important constraint on the development of BJ Bank's retail business.Based on this analysis,the author attempts to optimize the marketing strategy of BJ Bank XA Branch,including efforts to expand the middle-level customer market,confirm the positioning of the middle-level customer market,and identify different market strategies for different needs of the middle-level customer market,such as Innovation in product approval process and sales scale,as well as the need to establish a customer-oriented strategic thinking and improve the background linkage support mechanism.At the same time,a new retail service network was established,and related safeguard measures were proposed,including actively optimizing the overall resources of the branches,adjusting the organizational structure,increasing investment in technical resources,optimizing staffing,and improving personnel assessment.System,create brand,choose the right marketing strategy,maintain good relationship with customers,etc.