Q Research On The Optimization Of The Retail Business Marketing Strategy Of Rural Commercial Banks

At present,China's banking industry has initially formed a diversified competition pattern.Rural commercial banks,rural banks and other rural financial institutions have become an important part of the banking system.With the improvement of residents' disposable income and consumption awareness,retail banking business has been paid more and more attention and become one of the important profit sources of all kinds of banks.This requires banks to standardize service behavior,cultivate professional marketing talents,and improve marketing performance by improving service level.This paper chooses Q rural commercial bank as a case,analyzes the internal and external environment of its retail business,and puts forward suggestions for marketing strategy optimization.First of all,it analyzes the development environment of retail business marketing of Q rural commercial bank,in which the macro environment involves economic environment,banking environment and social environment,and the micro environment includes human resources,customer groups and retail products.Secondly,using SWOT analysis method,we find the advantages,disadvantages,opportunities and threats of Q rural commercial bank,and find out the current problems restricting the development of retail business marketing of Q rural commercial bank.Finally,optimize the marketing strategy of retail business.According to the research,the retail business of Q rural commercial bank is faced with the following problems: lack of marketing team,conservative and backward employees' ideology,limited retail business in urban areas,lack of innovation in retail products,lack of independent wealth management system and backward information technology level.In order to further optimize the marketing strategy,the following suggestions are put forward:first,establish a high-quality marketing service team and excellent service talents team,introduce advanced management concepts,improve the service marketing ability and level;second,vigorously promote the retail product innovation,big data analysis system construction,wealth management system construction and technology level improvement;third,introduce excellent strategies.To improve the service marketing level of Q rural commercial bank and promote the large-scale development of retail business.