Research On Marketing Strategy Of Retail Business Of HF Bank Chengdu Branch

The rapid development of the domestic economy has driven the development of domestic banks' retail business.Domestic pioneer banks have used the retail sector as an important tool for profit growth.Judging from the domestic economic environment,the current strict financial regulatory environment,and the major banks 'strict control of non-performing loan ratios The development of domestic banking retail business has greatly been advanced by the rapid development of the domestic economy.Leading domestic banks are taking advantages of the retail sector to further grow profit.The profit of traditional credit business of banks is declining due to the current strict financial regulatory environment and the strict control of the non-performing loan rate by major banks in China.Retail business is at a significant intersection mainly for two reasons.On the one hand,retail business has gradually developed,and the national retail business assets have reached the highest point in history;on the other hand,China's bank retail products and services have not fully met the consumer's material and cultural needs.And the expansion of retail for small and medium-sized commercial banks is an evitable problem that every bank must face while many banks are insufficient in using Internet technology.Chengdu Branch of HF bank shall not develop retail business as their core business section and shall emphasize and grasp the retail business to expand the market and make up for the margin of retail business.Through an analysis on the advantages and disadvantages of the retail sector of HF bank,as well as the policy,economic,social and technical environment of the retail industry of HF bank,this paper concludes that although the branch bank in Chengdu has favorable factors such as economic,social and technical environment as the booster of retail business development,banks in Chengdu also faces the problems of fierce competition of foreign banks,state-owned commercial banks,etc.,and insufficient development of its own retail business.Although the retail business of the branch bank in Chengdu is facing some challenges,the marketing development of retail in the branch bank in Chengdu can be successful if a set of modified,correct,practical marketing strategies was made.The marketing strategy should be based on the market.Firstly,the retail business of Chengdu Branch shall be market segmented and the analysis of the branch bank in Chengdu shall avoid direct conflict against large commercial banks.And the branch bank in Chengdu shall shift the strategy to the community,small and medium-sized enterprises,and the market blank part,then carry out strategic analysis on the retail business and finally propose the marketing strategies of products,channels,promotion,pricing,customers and risks,as well as the guarantee measures to ensure the effective implementation of marketing strategies in the branch bank in Chengdu.This paper aims to assist Chengdu Branch of HF bank to improve its retail business marketing capabilities and promote the gradual shift of retail business from a secondary axis of development to a primary axis.And this paper provides reference for the development of domestic retail business for small commercial banks.