A Study On Marketing Strategy Of Shijiazhuang C Branch Of China Minsheng Banking

with the promotion and application of Internet,digital technology,cloud computing,biometrics and other technologies in the whole financial industry,the business operation process of banks is more intelligent and the flow of customers is more platform.On the other hand,with the marketization of interest rates and the tightening of bank supervision by CBRC,the retail business of banks is facing comprehensive innovation.In this era of coexistence of opportunities and challenges,the marketing transformation of bank retail business has become a consensus in the industry.However,the transition to what direction,how to transform into commercial banks have never faced the problem of the times.With the full development and competition of the banking industry,the retail business of the bank has been sold by the original seller The transformation of the market into the buyer's market,how each commercial bank through scientific and efficient marketing strategy to make their own business in the great environment of great change to achieve considerable and sustained development,has become an urgent problem for each bank to study and solve.As a grass-roots institution of a national joint-stock commercial bank,the Shijiazhuang C branch of China Minsheng Banking has many problems in network marketing.This article will take this institution as the research object,through the literature analysis method,the field investigation method,the system analysis method discusses the research this grass-roots organization hall business existence question,and formulates the corresponding marketing strategy.This paper first uses research tools PEST analysis model and Porter's five-force model to analyze the macro-environment and micro-environment of the institution;secondly,analyzes the advantages and disadvantages,opportunities and challenges of the institution through SWOT analysis,and determines the market orientation and choice of China Minsheng Banking C branch through STP analysis;thirdly,combining the author's field investigation and the theoretical analysis of the marketing process,several problems facing the bank are obtained.These problems mainly include: failure to fully understand customers and marketdemand,product pricing and target customers do not match,network as an important marketing channel hardware shortage process complex,traditional marketing methods fall behind the real business development needs.Lastly,based on 4 P marketing combination and service marketing theory,combined with the actual situation of China Minsheng Banking C branch to formulate a set of more complete marketing strategy.The marketing strategy includes: product strategy,adding its added value to the core value of the product;price strategy,conveying the price mechanism to the target customers to avoid invalid customers occupying limited resources;channel strategy,network design optimization,while opening up new media marketing;promotion strategy,network customers do not land,establish one-to-one marketing mechanism;tangible display,let the product through a customized display to let customers understand;personnel strategy,improve staff service.Marketing awareness and process strategy.Through the multi-dimensional analysis of China Minsheng Banking's C branch network,this paper finds four problems in retail marketing,and draws a marketing strategy scheme based on 4 Ps marketing combination,which has reference significance and reference value for the marketing strategy of similar grass-roots network.