Research On Retail Business Status And Marketing Tactics Of J Branch Of Agricultural Bank Of China

Bank retail business mainly includes consumer credit,online banking,personal wealth management business,bank card business,etc.Compared with traditional wholesale business,it provides financial products and services for individuals,families and SMEs.At the same time,the bank retail business also has significant features such as diversified business,stable income,less capital expenditure,and diverse customer needs.Compared with traditional corporate business,there are actual differences.Facing the increasingly fierce development of the financial industry,banks need to combine their customers' needs to innovate portfolio products,provide customers with comprehensive and high-quality services,and establish a perfect customer relationship system to effectively meet the actual needs of different customer groups..Compared with foreign commercial banks,China's banking retail business started late,the research and theoretical innovation results are insufficient,and the guidance on the development of bank retail business is relatively limited.It is crucial to make up for the research defects in a timely manner.In view of this,this paper takes the status and marketing strategy of the retail business of J Branch of Agricultural Bank as the research object.On the basis of collecting a large amount of literature,firstly introduced the domestic and international research results on the retail business of commercial banks,expounded the status quo and trend of the development of retail business of commercial banks in China,and revealed the development experience of the retail business of foreign advanced commercial banks to domestic commercial banks.Inspired and introduced the relevant theory;secondly,analyzed the marketing status of the retail business of the Agricultural Bank of China J Branch,and pointed out the existing problems;then analyzed the specific causes of the retail business marketing problem of the Agricultural Bank of China J Branch;and then clarified the retail of the Agricultural Bank J Branch The business marketing goal,proposed the marketing strategy of the Agricultural Bank J Branch retail business,and finally analyzed the implementation guarantee of the Agricultural Bank J Branch retail business marketing strategy.Through the analysis of the status quo of the retail business of the Agricultural Bank J Branch,an effective marketing strategy was formulated to promote the innovation and development of the banking retail business.After investigation and research,I learned that there are four aspects in the retail business marketing of J Branch of Agricultural Bank,This paper analyzes the reason of the problem from the internal and external aspects.Based on this,the STP strategy and marketing combination strategy are proposed.In the target market that has been clarified,comprehensive and diversified use of various possible financial product marketing strategies and means to achieve reasonable distribution of marketing resources and maximize profits.It mainly includes product strategy,pricing strategy,channel strategy and promotion strategy.In addition,from the aspects of system guarantee,operation guarantee,talent team protection and risk management and control,the relevant safeguard measures are proposed.