Research On The Marketing Strategy Of Retail Banking Business In G City Branch Of ICBC

In recent years,the changes of macro-economy and the development of Internet finance based on computer technology have brought great impact on traditional commercial banks.In especial,the wide application of O2 O model and scene marketing has brought a revolutionary impact on the marketing strategy of traditional banks' retail business.In contrast,the traditional commercial banks started from the entity business outlets are facing both the market saturation of Banking Retail Business and the market cake that Internet financial companies divide up.Especially the emerging omni-channel customer group,they not only buy,participate in design,production,harvest,consumption,but also collect and disseminate all-channel information.Traditional commercial banks,represented by ICBC,must adopt new marketing strategies to adapt to customers' new purchasing behavior so as to develop retail business steadily on the basis of retaining the original market share.At present,the development degree of traditional commercial banks in China is not mature,and the huge commercial value of the retail business has not been developed.Taking G City Branch of ICBC as an example,a considerable number of employees in retail business are not so much marketing as "task" distribution by superiors,but simply "selling" products and services.Not only waste a lot of manpower,material and financial resources on marketing costs,but also the marketing performance is unsatisfactory.Overseas,Wells Fargo Bank of America,which is also a large commercial bank,has continuously promoted "omni-channel marketing" and achieved good economic benefits.ICBC,which is similar in scale,can also try to promote "omni-channel marketing" in small-scale businesses as an experiment,and achieve good results,and then carry out a wider-scale promotion in a point-to-area manner.Therefore,this paper chooses the perspective of“omni-channel marketing” theory to study the retail business marketing strategy of G City Branch of ICBC.This paper takes the retail business of G City Branch of ICBC as the researchsample,and combines the advanced “omni-channel marketing” theory to study the marketing strategy.There are seven parts in this paper:The first part introduces the significance,background,content and method of the research through the introduction,and understands the summary of the article.The second part is an overview of relevant theories,briefly introducing the 4P of marketing strategy theory,the“omni-channel marketing”theory and the concept of retail business of commercial banks.The third part introduces the omni-channel marketing of Wells Fargo Bank and Its Enlightenment to ICBC.The fourth part describes and analyses the current situation of retail business marketing of G City Branch of ICBC.The fifth part is based on the omni-channel marketing theory to analyze the current situation of G City Branch of ICBC's retail business marketing strategy and point out the existing problems of G City Branch of ICBC's retail business marketing strategy.The sixth part is based on the omni-channel marketing theory to the G City Branch of ICBC retail business proposed marketing strategy design and marketing strategy implementation guarantee.The seventh part is the conclusion.Based on the perspective of the omni-channel marketing,this paper adopts the methods of literature research,interview and theoretical analysis,and puts forward some suggestions on the retail business marketing strategy of G City Branch of ICBC.This study can make a theoretical contribution to the marketing of the retail business of G City Branch of ICBC.Through the research on the marketing strategy of the retail business of G City Branch of ICBC based on omni-channel marketing,it can be used as a case for reference by other branches of ICBC.Because of the newer marketing theory,fewer theoretical documents and practical cases for reference,and limited to the management system currently implemented by ICBC,the proposed marketing strategy is still in the theoretical conception and has not yet been implemented in marketing practice.However,the management of IG City Branch of ICBC pays more and more attention to the new marketing strategy.The theoretical construction of this paper can provide more advanced theoretical basis and alternatives for the construction and development of the retail marketing system of G City Branch of ICBC.