Research On The Improvement Of Retail Business Marketing Strategy Of Bank A In The Digital Age

In recent years,with the slowdown of economic growth and the reduction of market demand,the market dividend of banking industry has gradually disappeared,and the competition among banks has become increasingly fierce.With the rise of Internet economy and the arrival of digital era,the financial industry presents a situation of diversified development.The traditional banking industry is facing the severe situation of market share being squeezed and payment tools disintermediation.In the increasingly fierce internal and external competition,the importance of retail business is gradually highlighted.As a key development direction of the bank in the future,retail business can play a role in stabilizing profits and reducing the impact of social and economic fluctuations.Good retail business marketing is an important measure for banks to improve their competitiveness and seize market share.The existing retail business marketing strategy of domestic commercial banks is more traditional,which needs to be further improved in combination with the current economic situation and technological development.In this paper,by studying 4P,7p,4C and other marketing theories,digital marketing,data center and other big data theories,combined with the existing marketing theories of bank retail business,the theoretical basis and application guidance of bank retail business strategy improvement are found.Based on the enterprise itself,this paper analyzes the current situation of Bank A's retail business.This paper analyzes the problems of marketing concept,service process,product innovation,channel mode,customer experience,personnel management,communication and promotion in the retail business of bank a.Using SWOT analysis method,this paper analyzes the current situation and environment of a bank's retail business marketing from four aspects:advantages,disadvantages,opportunities and threats.By using comparative analysis,we can learn from the advanced practices of China Merchants Bank and Wells Fargo Bank,the leaders of retail business in domestic and foreign commercial banks,and provide experience for the improvement of retail business marketing strategy of bank a.Based on the above research,this paper puts forward the improvement strategy for the retail business marketing of bank a.From the introduction of digital marketing concept:development of data analysis system;strengthening product innovation management:integration of online and offline channels;creating intelligent experience scene:training professional marketing team;updating the communication and promotion mode,the bank effectively improved its retail business marketing strategy.And from the four aspects of system support,organization support,financial support and technical innovation support,the implementation guarantee is established to ensure the successful implementation of Bank A's retail business marketing strategy improvement.