| After China’s entry into the WTO,its economy developed rapidly.As one of the three major pillars of the financial industry,commercial banks achieved rapid growth through relatively high and stable interest income along with the economic development.Bank institutions and employees also increased rapidly.With the further deepening of market openness,foreign banks continued to pour into the domestic market,intensifying the competition.Many banks have shifted their business focus from traditional interest income to intermediate business income and direct investment profit models,leading to the emergence of retail and investment banking businesses.These two businesses are also the key development directions for banks in the future.The outbreak of the COVID-19 epidemic in 2019 caused a sluggish national economic growth and a sharp decline in interest margins.At the national level,banks were required to benefit small and micro enterprises,and the retail business of commercial banks is facing a situation where there is a tiger in front and a hunter behind in the financial market.Traditional retail business marketing strategies are no longer adequate to meet new market demands.ZS Bank T Branch’s retail business marketing strategy also has similar common problems.Therefore,based on the relevant concepts of marketing,developing suitable retail business marketing strategies is the key to the development of retail business and a topic that all banks must explore and practice.This thesis takes the optimization of ZS Bank T Branch’s retail business marketing strategy as the research object.According to the proposed problem,analysis,and solution approach,the existing marketing strategies of T Branch,including products,prices,promotions,channels,personnel,service processes,and tangible display marketing strategies,are introduced.Secondly,drawing on relationship marketing theory and mature marketing theories such as 7Ps,through survey and interview research methods,some shortcomings in T Branch’s retail business marketing are identified,mainly including the inability of products to meet customers’ growing demands,unclear advantages in pricing,incomplete distribution channel construction,and low professionalism of marketing personnel.Thirdly,the reasons for the existing problems are analyzed,mainly including insufficient attention to retail,inadequate technology investment,unfocused retail business strategies,and immature retail business mechanisms.Finally,optimization suggestions are proposed in seven aspects,including products,prices,promotions,and so on,and protective measures are proposed at the organizational structure,technical support,and corporate culture levels.The aim is to help ZS Bank T Branch develop more complete and reasonable marketing strategies through the optimization of its retail business marketing strategy,promoting the development of its retail business and improving its operating level.This thesis explores the optimization of ZS Bank T Branch’s retail business marketing strategy,which is of great significance in enhancing market competitiveness and provides a reference for the development of similar commercial bank retail businesses. |
