Research On The Innovation Of Retail Business Model Of Guangzhou Development Bank Taking Kunming Branch As An Example

It has been more than 20 years since the introduction of 7p theory in China,and the research of 7p theory has gradually penetrated into all walks of life.The development of bank retail business has always been the weakness of China's banks.Most of the developed countries' retail business income can reach more than 80% of the total bank income,but the retail business income of China's banks is only about50%.The low development level of retail business in China's banks is mainly related to its sales mode,especially the retail business sales mode in private banking system has much room for improvement.This paper takes Kunming Branch of Guangfa bank as the research object,based on 7p theory,studies the retail business marketing strategy of Kunming Branch of Guangfa bank,in order to provide reference and reference for promoting the retail business development of Guangfa bank.Based on the Yunnan market,this paper studies and discusses the marketing service strategy of the retail business of G Bank Kunming Branch to adapt to the local market,carries out market survey according to the way of questionnaire,analyzes Kunming Branch through 7p marketing theory,and then finds out the existing problems,including: the product classification method is too traditional and single,and the degree of homogeneity is high;financial products are targeted at different customer groups The existing mature marketing channels are single,and other sales channels need to be launched;the promotion means are traditional and small,and only traditional products such as credit cards are used to promote sales,and there are few loans and wealth businesses;and the post allocation of marketing personnel is unreasonable.On the basis of full investigation,this paper puts forward the improvement of marketing service strategy and puts forward the safeguard measures.The improvement scheme is based on the expansion of marketing channels as the main point of view.Under the background of comprehensive finance of G bank,its business scope is gradually expanded,which is an important development opportunity for Kunming Branch.It is necessary for Kunming Branch to make full use of the head office's resources to develop "comprehensive finance".Firstly,it should make full use of the huge group of life insurance salesmen in the sales channels,and pay attention to the development of online marketing channels and the improvement of offline service quality;secondly,the existing products should be combined with pricing tooptimize the group pricing mode and pay attention to the group customers;thirdly,it is necessary to carry out the whole product series of promotion activities in combination with channel expansion Fourth,optimize personnel strategy,attach importance to the establishment of product manager team and marketing service team,combine strategy formulation and implementation with personnel rotation system,and optimize product display and service process management.