Research On Retail Business Marketing Strategy Of LQ Agricultural Bank

At present,the social economy continues to bottom out,the supply-side reform promotes excess capacity to clear,and the dual-innovation promotes industrial restructuring and upgrading.The domestic financial market further increases openness and competition,and the macro-surface presents a new atmosphere of reform and development.First,the disintermediation of payment channels has become more and more fierce.Electronic payment continues to penetrate into the fields of business,education,government affairs,people's livelihood,community,medical care,transportation,etc.,an d the trend of customers going to the network is difficult to stop.Second,the pressure on funding organizations is growing.Under the guidance of the real estate market regulation and financial deleverage policy,the contraction of credit supply has led to a decline in the survival of the party,and the overall social funds are tight.The improvement of residents' financial management concept,the deposit funds accelerated to the conversion of high-yield products,and a large number of bank personal deposits were diverted.Third,the income channel of the intermediary business of the retail business is getting narrower and narrower.The traditional settlement business income project has been further reduced,and the decline in social cash payment demand has led to a decline in self-service income.The strong rise of Internet wealth management and the market share of commercial banks have been eroded.Fourth,the effectiveness of traditional channels is getting harder and harder.On-site resources and channel efficiency are far from meeting the needs of retail business development.Fifth,“new retail”has forced banks to innovate in customer models and channels.Relying on th e Internet,the company upgrades the R&D,sales and after-sales processes of products through the use of advanced technologies such as big data and artificial intelligence,thereby reshaping the business structure and ecosystem,and providing online services and offline experience.And modern logistics for deep integration.The traffic reduction of business outlets is obvious,especially the financial consumption of young customers is gradually moving to the mobile,forcing banks to change in service and marketing mode.The construction of physical outlets is based on the principle of online and offline integration to solve high efficiency and convenience.Three issues,such as attractiveness,to adapt to changes in customer needs.In this new situation,the opportunities facing the commercial banking retail business far outweigh the challenges.Based on the actual situation of the retail business development of the Agricultural Bank LQ Sub-branch,this paper discusses and studies how the bank can improve its marketing strategy in line with the current external environment,in order to comply with the diversified financial needs of customers and the continuous development of financial technology.The retail business will be deeply integrated with new technologies,new ideas and new formats,open up the ecological chain of finance and retail,and build new customer channels and business linkages to realize the strategic transformation of the retail business in the new era.This paper first expounds the research theories of retail business development in foreign and domestic academic circles,introduces the marketing theories such as " 4P”theory and STP strategy,analyzes the basic situation of LQ ABC retail business development and the products,prices,channels and promotions.The status quo of the situation,find out the existing problems of the current marketing strategy,and use SWOT analysis to analyze the advantages and disadvantages,opportunities and threats of the bank,re-segment and positioning the market,focusing on product positioning,price advantage,channel construction Innovative promotion and other aspects to find a breakthrough in marketing,innovative design marketing strategy,and provide protection from the implementation of marketing strategies in terms of customer base,talent development and assessment incentives,in order to improve the market competitiveness of the bank and create more profit growth points.aims.Finally,the conclusion is drawn:LQ ABC's retail business must achieve business development,innovation,marketing strategy,grasp the pain points and itch of customers,and tap the highlights of products to successfully attract customers and achieve successful marketing.This paper analyzes the current situation of LQ ABC's retail business development and the problems that need to be solved in recent years,finds the bottleneck restricting business development,and uses the relevant marketing management theory that I have mastered in the postgraduate study stage to develop the retail business of commercial banks.On the basis of research,break the business bottleneck,innovate marketing ideas,seek new models of business development,design innovative and feasible marketing strategies to meet the challenges of the times,and strive to guide the development of LQ ABC business and enhance the breadth of retail business development.And depth,enabling it to take the initiative in a complex external environment and fierce competition in the industry,and set the benchmark for innovative marketing strategies for the retail business.