Research On Retail Loan Marketing Strategy Of Ping An Bank YZ Branch

In order to further optimize the economic development model and promote high-quality economic development,China has carried out policies and measures to expand domestic demand and promote consumption.In the current environment,facing the broad market demand for credit,commercial banks should work out more diversified marketing strategies to fully meet the personalized needs of consumers,promote their own profit growth and promote the healthy economic development of our country.With its low cost and high flexibility,retail loan is the main component of commercial banks’ business and an important growth point of profit.Therefore,commercial banks need to seize the opportunity,improve their own defects and deficiencies,and constantly promote the healthy development of retail loan business.Nowadays,the development of Ping An Bank YZ Branch is not only affected by the newly introduced economic policies,but also affected by the market competition between other large commercial banks and Internet financial institutions,which brings great operating pressure.In the past,the retail loan business performance of YZ Branch of Ping An Bank was increasing year by year,but from 2020,the growth rate has slowed down.Besides the fierce market competition environment,the weak marketing strategy is also an important aspect.Taking the retail loan marketing strategy of YZ Branch of Ping An Bank as the research topic,this paper conducts an in-depth and systematic study on it.Firstly,it expounds the significance and background of the research,introduces the research status and relevant theoretical basis at home and abroad,conducts a questionnaire survey and interview on the implementation effect of the retail loan marketing strategy of YZ Branch of Ping An Bank,and concludes that its retail loan marketing strategy needs to be optimized and improved.This paper expounds the problems existing in the marketing strategy of retail loan business of Ping An Bank YZ Branch.There are defects in product competitiveness and combination,relatively rigid price mechanism,poor effect of marketing channel management and utilization,lack of diversity of small means of promotion,education and service of marketing personnel to be improved,the visible display of retail loan business is not outstanding,and the loan process is complex and low degree of informatization.Secondly,from the implementation of product portfolio differentiation strategy,the implementation of product service competitiveness strategy put forward product strategy optimization design;From the competitive pricing strategy to adapt to the market environment,the price strategy optimization design is proposed to implement the differentiated pricing strategy for customers.From the establishment of government drainage cooperation channels,development of offline third-party promotion channels,seeking Internet platform sales channels put forward the channel strategy optimization design;The optimization design of promotion strategy is put forward from increasing the intensity of advertising and activity promotion,increasing the intensity of individuation and personnel promotion,and increasing the intensity of organization and relationship promotion.From the construction of the new management mechanism of marketing personnel,strengthening the training of marketing personnel technology and interactive ability,the optimization design of personnel strategy is put forward.From the multi-channel display to improve influence,increase service scene upgrading,pay attention to brand image publicity put forward the visible display strategy optimization design.The optimization design of process strategy is put forward from refining process management to improve the efficiency of handling loans and promoting the implementation of intelligent retail credit business model.Finally,from four aspects of organizational guarantee,guarantee measures,risk management guarantee and corporate culture guarantee,the paper puts forward the implementation guarantee measures of retail loan marketing strategy of Ping An Bank YZ Branch.