A Study On The Topic Of Personalized Marketing For Retail Business In P Bank S Branch

In the development of retail business of banks,marketing is the bridge between banks and customers to establish contact,and is also an important channel to expand retail business.At present,the marketing management of retail business is still in the exploration stage,in which there are still many problems exist,commercial banks need to objectively analyze their own shortcomings in the marketing management of retail business,and recognize the importance and urgency of improving marketing management,these can adapt to the needs of market development and provide customers with personalized marketing solutions.In the context of such development,the thesis takes the P bank S branch as the research object for targeted analysis.Firstly,through a combination of theory and practice,the marketing management background of its retail business is analyzed from the external macro and micro environment.Secondly,on the basis of a comprehensive review of the development of P bank S branch’s retail business,the thesis further explores the root causes of P bank S branch’s retail business marketing problems.The thesis finds that the bank has problems such as homogenization of retail products,rough customer stratification,uncovered bulk long-tail customers,fragmented product recommendations,and disconnected domestic and foreign services,and combines differentiated marketing theory and 11 Ps theory to analyze the above problems.The thesis also analyzes the causes of these problems by combining differentiated marketing theory and 11 Ps theory.In addition,the thesis proposes innovative improvement strategies in relation to the retail problems of P bank S branch.Specifically,in terms of products,the thesis proposes to expand the product pool by continuously enriching the sources of highquality products and strengthening the product creation capability;in terms of customers,the thesis proposes to refine customer stratification labels and build a scientific customer stratification mechanism and system to improve the efficiency of customer stratification;in terms of services,the thesis proposes to reshape the team formation,expand the radius of longtail customers,optimize the scope of offline customer service,and build an online financial technology platform;in terms of marketing strategies,the thesis proposes to improve the product pool by combining the differentiated marketing theory and the 11 Ps theory.In terms of marketing strategy,we optimize the product portfolio recommendation model,integrate platform unified marketing,and plan business integration layout to improve customer marketing effectiveness;in terms of domestic and foreign business linkage,we build a domestic and foreign "one bank" service platform while continuously optimizing the cross-border collaboration mechanism of branches to improve linkage In terms of domestic and foreign business linkage,we will continue to optimize the cross-border collaboration mechanism to enhance the efficiency.Finally,the thesis provides a mechanism for the feasibility of the aforementioned strategies in three aspects: establishing security,human resources,and institutional protection system,so as to enhance the resilience of P bank S branch to external shocks.The main innovation of this thesis lies in the theoretical and practical description and analysis of the current situation of the development of P bank S branch.The thesis discusses the five major practical problems that restrict the further development of the retail business of P bank S branch,and then proposes innovative solutions to them one by one by combining relevant theories.The thesis will help to develop a new way for the development of the retail business of P bank S branch,which will improve the core competitiveness of P bank S branch in the retail business and give more insight to the personalized marketing innovation of the retail business in China’s banking industry.