Research On Retail Business Marketing Strategy Of J Bank

At present,China’s financial industry is developing rapidly,and customers’ demand for financial products is also increasingly diversified.The development of financial liberalization not only brings new opportunities and challenges to the development of China’s banking industry,but also brings a new impact to the development of retail business of commercial banks.Therefore,in this context,the retail business of bank J,as a city commercial bank,must also face the challenge of financial marketization.How to quickly identify its own positioning and objectives and actively explore its own retail business market has become a problem that bank J must face at present,and enriching its own products and improving its service level has become the only way for the development of bank J’s retail business.Taking bank J as an example,this paper deeply analyzes the current development background of commercial retail business in China.Based on the research and practice results of retail business marketing of commercial banks at home and abroad,this paper uses 7PS marketing theory to analyze the team,products,strategies,promotion and operation status of retail business of Bank J.it is found that bank J is constantly improving the service quality of each product line,improving management ability and broadening marketing channels,Open up the marketing platform and promote the development of its retail business.However,at the same time,the author uses the questionnaire survey method to analyze the marketing strategy effect of its bank retail business,and finds that there are still some problems in its retail business,such as the lack of personalization of retail products,the imperfect pricing mechanism of retail business,the construction of retail business promotion system needs to be strengthened,and the construction of marketing channels lacks reasonable planning and layout.Using SWOT analysis,the author finds that the advantages of bank J mainly include flexible operation mechanism,large number of physical business outlets,clear market positioning,effective management and execution;The disadvantages mainly include low brand awareness,single business,backward development of intermediate business,limited business operation area and still need to improve business philosophy;Opportunities mainly include favorable national policies,consumption driven economic growth and changes in social environment;The threats mainly include the competition of other financial institutions,the change of residents’ consumption habits and the impact of financial disintermediation.Therefore,based on the 7PS marketing theory,the author puts forward the objectives and principles of retail business marketing of bank J.the retail business product strategy of bank J is to optimize the product portfolio and financial service scheme according to customers;The channel strategy is to build a light intelligent commercial bank and develop online and offline marketing channels;The price strategy is to do a good job in the price preference strategy of retail products and the price of retail products;The promotion strategy is to focus on differentiated promotion methods and create an omni-channel marketing model;The personnel strategy is to strengthen the construction of retail business team 、 Improve the post distribution mechanism of personnel;The process strategy is to optimize the business process and standardize the service process;The tangible display strategy is to strengthen the hall management and strengthen the brand mark.In addition,bank J should vigorously strengthen institutional guarantee,technical guarantee and human resource guarantee,so as to promote the sustainable development of its retail business.