Research On The Marketing Strategy Of A Bank H Branch’s Elderly Retail

As the population born at the peak of birth in the 60 s has entered the aging period,the growth rate of China’s elderly population has increased significantly,and the aging of the population will change from mild to moderate.While the elderly population continues to increase,the purchasing power of the elderly group continues to increase,the consumption power continues to increase,the demand for financial products and services continues to increase,and the concept of investment and financial management has been further improved with the progress of the economic level.The State Council and other departments jointly issued opinions and policies to encourage banks and other financial institutions to layout pension financial products and vigorously develop inclusive finance for the elderly.In this context,the elderly retail market of commercial banks has become a huge potential market with broad prospects.However,Bank A’s H branch has not yet taken effective measures to explore the elderly retail market.In order to stimulate the elderly retail market of Bank A’s H sub-branch,help it achieve new breakthroughs in the retail business sector,promote stable profit growth,and lay a leading position in the market competition,this paper uses marketing related theories,through environmental analysis and market research,to formulate a senior retail marketing strategy in line with Bank A’s H sub-branch.Through reviewing data literature and field visits,this paper comprehensively understands and carefully analyzes the basic situation,elderly retail market,internal environment and external environment of Bank A’s H branch.Using the literature research method,questionnaire survey method and interview method,through interviews and questionnaire surveys with employees and elderly customers at different levels within Bank A H sub-branch,the main problems in the marketing of elderly retail in Bank A H sub-branch were obtained.The SWOT analysis method is used to comprehensively analyze the advantages and disadvantages of the elderly retail marketing of Bank A’s H branch,and the strategic direction that marketing should choose is obtained.Using STP theory,7P theory and other marketing theories,combined with the current marketing situation of the bank’s elderly retail,the marketing strategy it should adopt is formulated and safeguard measures are proposed.Finally,it is concluded that Bank A’s H branch should select the target market and determine the market positioning through market segmentation.Adopt the strategy of seizing opportunities,making full use of their own advantages,and improving their own deficiencies,and formulate corresponding strategies from seven aspects: products,prices,channels,promotion,personnel,tangible display,and process,so as to realize the strategic transformation of elderly retail marketing.It is hoped that the research in this paper can provide reference and guidance for the elderly retail marketing work of Bank A H sub-branch,provide reference and help for the development of elderly retail marketing of other commercial banks,and hope that the elderly customer group can get more and more perfect,diversified and thoughtful financial products and financial services,and the financial market can be more stable and healthy development in the state of aging population.