Research On The Marketing Strategy Of Retail Banking Business Of F Bank Dalian Branch

With the rapid development of the global financial market,the business philosophy and management mode of commercial banks have undergone great changes.As the products and services sold by commercial banks have the characteristics of financial market,they are restricted by market environment,government policies and external economic environment.At the same time,under the action of the Internet,the business model of traditional commercial banks makes commercial banks go from worse to worse and have to face business transformation.Compared with the traditional banking business,the retail business of commercial banks has lower risk,smaller capital occupation and relatively stable,so the transformation of traditional business to retail business has become the core of domestic commercial banks.In this thesis,Dalian Branch of Bank F as the research object to analyze and study the marketing strategy of its retail business.Combined with the relevant theories of modern marketing and the existing problems of its retail business marketing strategy,scientific and effective methods are used to analyze the optimization strategy suitable for the development of the research object retail business marketing work.The article mainly includes five parts.The first part introduces the background and significance of the topic selection,and reviews the relevant theories and literature at home and abroad.After the screening,summary and induction of the literature,the definition of commercial bank retail business is obtained,and then the applicable theory and analysis method of this article are clarified.The second part introduces the theoretical knowledge and analysis tools used in the thesis according to the matching principle of this thesis.The third part of the research object analysis of the external environment,including PEST analysis and competitive environment analysis,then expounds the F bank Dalian branch business development history and the current business situation,combined with SWOT analysis summarizes the advantages and disadvantages of F bank Dalian branch retail business,combined with the local economic environment and national policies,and the opportunities and challenges in the future.At the same time,STP theory,4P theory and qualitative and quantitative combination are used to analyze the problems existing in the current retail business.Including inaccurate target market positioning,lack of product competitiveness,not flexible pricing mechanism,lack of targeted promotion strategy,imperfect marketing channels,and service problems,etc.Chapter 4 proposes the optimization strategies from market segmentation,target market selection and positioning,and in product,strategy,channel,promotion,etc.Chapter 5 designs the corresponding safeguard measures for the optimization strategy to achieve the expected effect.This thesis takes Dalian Branch of The Bank as the research object,combines the relevant theories of modern marketing,analyzes the problems existing in its retail business marketing strategy,uses scientific and effective methods,and obtains the optimization strategy suitable for the development of retail business marketing of the research object.The article mainly includes five parts,the first part introduces the background and significance of the topic selection,and consult the relevant theories and literature at home and abroad,after screening,summary and induction,make clear the applicable theory and analysis method of this article.The second part introduces the theoretical knowledge and analysis tools used in the thesis according to the matching principle of this thesis.The third part analyzes the external environment,including PEST analysis and competitive environment,then expounds the development history of F Dalian and current status,combined with SWOT analysis summarizes the advantages and disadvantages of F Dalian retail business,using STP theory,4P theory and qualitative and quantitative combination of the current retail problems:including inaccurate target market positioning,lack of competitiveness,flexible pricing mechanism,lack of pertinence,imperfect marketing channels and service problems.Chapter 4focus on market segmentation,target market selection and positioning,at the same time in products,strategy,channel,promotion,put forward optimization strategy,finally according to the optimization strategy,in the fifth chapter from the business process,channel structure,talent security,incentive mechanism designed the corresponding safeguards,strive to maximize the optimization strategy.