Research On Retail Sales Channel Of Agricultural Bank Yanting Branch Under Internet Finance

At present,domestic finance gradually skips the intermediary and takes place directly between the supply and demand sides,while the financial industry is also having more market utilization ratio,and the profit space of the original commercial banks' wholesale business is narrowing Retail business has many characteristics,such as wide business scope,large business volume,low risk,low capital consumption,stable income and so on,and gradually become a new profit growth point.Retail business has become an important tool for commercial banks to gain market share and consolidate business.However,how to develop the retail banking effectively and efficiently is a practical problem that commercial banks have been studying.And because the retail business marketing channel is the bridge of communication and transaction between the Commercial Bank and the bank's customer,it is the way for the Commercial Bank to transfer the financial service and the financial product to the bank's customer,and because of the multiple functions of marketing channels,such as spreading new products from banks to potential customers,providing feedback to marketing departments and advertising companies,the establishment of marketing channels is becoming more and more important.Therefore,the establishment of a mature retail business marketing channel system is an important way for commercial banks to develop retail business,expand market share and improve comprehensive competitiveness This is also the basic way for commercial banks to develop and strengthen their customer loyalty in the more and more competitive market environment.Through the definition of the concept and connotation of the retail business and the definition of the marketing channel of the Commercial Bank,this study has made a comprehensive and systematic classification of the marketing channel system of the Commercial Bank and extracted two major channels(direct marketing channel and indirect marketing Channel),This paper studies the problems in the two major channels.This research takes the Yanting County branch as the research object,through to the Yanting County Branch present stage retail business marketing channel management present situation reorganization and the analysis,unifies the SWOT analysis result,the main problems in the marketing channel of the retail business of the Yanting County branch are summarized as follows: First,the concept of development is still relatively backward,second,the innovation strength needs to be strengthened,and third,the marketing strategy of the retail business needs to be optimized Fourth,the retail business development channel is single,fifth is the physical network layout setting unreasonable.In view of the problems existing in the development and construction of the retail business marketing channel of Yanting County branch,on the basis of the basic theories such as marketing 4C theory,Maslow's hierarchy of needs theory,differentiation theory,etc.The following countermeasures are put forward: First,direct sales channel as a kind of innovative publicity spot to attract people's flow,grade the outlets to meet different demands,optimize the service process and enhance the customer experience.Second,the indirect sales channel as follows: optimize the staffing to improve the service efficiency,improve the marketing skills to meet the needs of customers,perfect the relationship management to broaden the customer base,perfect the field management to build the marketing team.Finally,put forward the implementation of the relevant measures to protect the strategy.