Research On Retail Marketing Strategy Of HanDan Rural Commercial Bank

Hebei Handan Rural Commercial Bank has continuously complied with the general trend of structural transformation of domestic agricultural commercial banks and accelerated the adjustment of business structure and service mode,since its establishment in 2015.And some progress has been made.However,due to the late start,the retail business of Handan rural commercial bank generally has a large gap with the domestic large and medium-sized banks,and some various and significant problems.For example,the development of retail business is still in the preliminary planning stage with large proportion of savings business,the business philosophy and resource management awareness is lacking,network layout is unreasonable,the business income structure is too single,the overall service level is relatively low and so on.In addition,the retail business development of Handan rural commercial bank is short of experience and reference,the function of outlets is incomplete,the utilization rate of resources is low,the high-end service-oriented facilities are lacking,the comprehensive business development is lagging behind,and the personalized needs of various customer groups are not able to be met.Moreover,because of the lack of professionals as well as professional marketing teams,and the limited level of science and technology,the market competitiveness is poor.Generally speaking,the development strategy of retail business of Handan rural commercial bank must be implemented to both the inside and outside,on the one hand,the advantages of internal products should be strengthened,on the other hand,the marketing concept should be actively innovated,meanwhile,the scientific and sustainable development of retail business should be promoted.Based on the above research,the paper is consisted of 5 chapters: Chapter 1 is the summary of the whole research,which is included the introduction,the background,aim and significance,lists the existing research results at home and abroad,introduces the ideas,methods and structure,and analyzes the innovation and shortcomings.Chapter 2 introduces the related concepts,focusing on the retail business and marketing,and theories such as 4p,7PS,SWOT and so on.Chapter 3 introduces the development of Handan rural commercial bank and the current situation of retail business marketing.Chapter 4 grasps the main problems of retail business and analyzes the reasons based on the questionnaire and SWOT analysis.Chapter 5,based on the above chapters and related theories,puts forward suggestions for the implementation of retail business marketing strategy of Handan rural commercial bank,and holds that the resource role should be played from the product,price,channel,promotion,and transformation and upgrading levels to promote the successful structural transformation and upgrading of Handan rural commercial bank and achieve sound and rapid development.