A Study On Private Retail Business Marketing Strategy Of PY Branch Of J Bank

Since the 1990 s,the external environment for the survival and development of China's commercial Banks is undergoing tremendous changes.In order to adapt to the development of financial globalization and The Times,China is gradually implementing reforms in various aspects such as interest rate liberalization and capital supervision.The traditional extensive and extensive strategy of commercial Banks is no longer applicable.Facing the fierce peripheral market environment,the vigorous development of Internet finance brings great challenges to commercial Banks,and the retail business is also faced with the optimization and transformation of channels.Therefore,retail business has become a new profit growth point and breakthrough point for commercial Banks.Continuous innovation of retail business products and continuous expansion of business scale have greatly reduced risks,improved profit margins and increased market competitiveness for commercial Banks.Retail business has gradually attracted the attention of commercial Banks whether commercial Banks can continue to develop steadily and profit depends on the maturity of retail business.In the commercial Banks with the retail business as the core,it is necessary to establish a complete,scientific and reasonable retail business marketing system to ensure the rapid development of commercial Banks.In this paper,according to the theory of porter five models,STP and The Marketing Theory of 4Ps as the foundation,the retail business of commercial bank and the marketing management literature analysis and refined,based on the theory support,combined with the actual development status of PY branch and retail business development needs,considering the impact on the bank's internal and external environment,put forward the branch to expand retail business market marketing strategy.It mainly studies the marketing environment analysis of retail business of commercial Banks.Based on porter's five forces model,it analyzes the interrelation and comprehensive influence among peer threat,Internet impact,peer homogeneous competition,free change of policies and prosperity and development of substitutes.Research the retail business of commercial bank marketing environment analysis,based on the analysis of the existing competitors within the same industry potter five model competition ability,the ability of potential competitors to enter,substitutes replace ability,suppliers(depositors)bargaining ability,buyers bargaining power(borrowers)between the relation and the comprehensive influence each other.From the perspective of the marketing environment,introduce The Marketing Theory of 4Ps,this paper analyzes the development status of retail business.Taking PY sub-branch of bank J as the research object,this paper finds out the existing problems of retail business and analyzes the causes.Finally,based on STP model and The Marketing Theory of 4Ps,design and improve the marketing strategy of PY sub-branch retail business,and put forward countermeasures from the four aspects of product,price,channel and promotion.Through the analysis of the current situation of PY sub-branch of J bank,the problems,weaknesses,opportunities and challenges in its development process are found out,and targeted Suggestions and countermeasures with important practical reference value are formulated according to the existing problems of sub-branch.