Research On The Marketing Strategy Of E-bank's Retail Business

In recent years,under the background of new normal economy,strict supervision,rapid development of financial science and technology,marketization of interest rates and financial disintermediation,the competition pattern of commercial banks has changed.It is difficult for commercial banks to continue to pursue profits by expanding their scale.It is a new strategic choice for them to develop low-cost and risk-dispersed retail business by adjusting their business structure.Because of the high profit contribution of retail business,commercial banks should strengthen their marketing strategy research.As a local bank,E Bank has made great contributions to the real economy of Ordos.Due to the small scale,backward technology,lack of talent and other reasons,there is still a big gap with other large banks.However,due to the support of the local government,the high coverage of outlets,and the increasing attention paid by management to the development of retail business,it is very important to study the marketing strategy of E bank's retail business and improve its market competitiveness.This paper is divided into six chapters to carry out research,using the relevant theories of bank retail business and marketing,and though four research methods such as literature research,system analysis,practical investigation,qualitative and quantitative combination,to analyze the current situation and existing problems of E Bank's retail business marketing.This paper analyses the present situation and problems of E bank's retail business marketing,and finds that there are five problems: few products,inadequate innovation ability,slow construction of electronic channels,inadequate support of science and technology,extensive promotion methods,inadequate precision marketing,inadequate customer segmentation,inaccurate demand control,monotonous network style,and inadequate marketing skills of employees.Then combined with the results of macro-environment analysis,SWOT analysis decision-making and analysis of five competitive forces,the optimal design scheme of marketing strategy is put forward,which is implemented from five aspects: target customer selection,product innovation strategy,channel optimization strategy,promotion optimization strategy and service optimization strategy.Finally,the implementation guarantee of the strategy is elaborated from four perspectives: system,science and technology funds,human resources and performance appraisal.Through the research of this paper,it can provide some reference for E Bank and local banks with similar development status in the selection of marketing strategies in the future.