Pingan Bank Retail Business Marketing Strategy Research

In the context of financial disintermediation,interest rate liberalization,and the booming development of Internet finance,the article analyzes and studies the retail business marketing strategy of Ping An Bank,combines literature research,theoretical analysis,and case analysis,and adopts the 4P theory and 4C theory.Put forward a marketing strategy suitable for Ping An Bank's retail business in the future,help Ping An Bank's retail business to expand steadily and sustainably,and provide a practical reference for the future development of other commercial banks.This article first analyzes the background of retail business marketing in commercial banks,and outlines the concepts of retail business and related theories used in this article.Then it analyzes the current status and problems of the retail business marketing of China's commercial banks.Based on the current development status of Ping An Bank,it puts forward the aspects of Ping An Bank's retail marketing in terms of marketing and customer acquisition,marketing channels,products and needs,lagging team concepts and service experience problem.Next,based on the market segmentation and market positioning of Ping An Bank 's retail business,a product-oriented marketing strategy analysis based on the 4P theory and a customer service-oriented marketing strategy analysis based on the 4C theory were combined to propose the Ping An Bank 's retail business marketing strategy recommendations.Marketing strategy recommendations include strengthening fintech applications,focusing on scenario construction,actively acquiring customers online,creating a learning organization,and improving customer service experience.To ensure the smooth implementation of marketing strategies,a high-quality marketing team,product innovation,and Wealth management brand,fintech innovation,and improved risk control system.