Research On The Marketing Strategy Of ZS Bank’s Retail Consumption Credit

As the economy enters the new normal,consumption upgrading and economic structure optimization have effectively promoted China’s economic growth.Consumer credit is a contradiction that resolves the existing purchasing power and consumer demand,and becomes an important way to promote mass consumption.In recent years,China’s economy has continued to grow steadily,and per capita disposable income has also increased year by year.Volkswagen’s demand for personal retail consumer loans has also increased,creating a good economic environment for domestic commercial banks to develop retail consumer credit business.Therefore,the creation of this economic environment has become a development opportunity for commercial banks,so as to develop an effective retail consumer credit marketing strategy.Through literature review,investigation and research,case analysis and other methods,this paper analyzes and studies the following aspects: Firstly,through the research of the literature,we can learn more about the current domestic and international research status and research on the development of retail consumer credit business of commercial banks.The theoretical basis involved;Secondly,this paper focuses on the current business marketing status and existing problems of ZS Banking;again,based on the analysis results,combined with 4P,4C marketing theory and STP theory,put forward the five marketing strategies of ZS Bank.Finally,the results,experience summary and possible problems of ZS Bank’s retail consumer credit marketing strategy are summarized and analyzed,and it is expected to play a certain reference role for other domestic commercial banks.In addition,the Bank also made recommendations on five safeguard measures for retail product system planning,financial resource allocation,information system construction,business process optimization and human resource development,and also provided certain development for the commercial consumer credit business of other commercial banks.Learn from experience.