Research On Marketing Strategy About Bank Of Beijing S Branch Retail Business

2021 is the year for the banking industry to put forward the transformation of "big retail".Based on the previous vague concept of "big retail" in China and the lack of research literature on the development of retail business,this paper analyzes the terms and specific examples,uses the target market strategy,7PS and other theories,SWOT,PEST and other theoretical tools were used to comprehensively analyze the background and development path of "big retail" transformation.Bank of Beijing S Branch has been rooted in the local area for 12 years.As a large urban commercial bank in China,it has been adhering to the working concept of "sincerity,therefore trust" and committed to the construction of "cultural finance" and "education finance".In the PEST year,it has adapted to the social development situation,vigorously developed the online finance field,expanded customer channels and expanded product types.With the reform and development of world politics and economy and the rapid economic development of China in recent years,it is unrealistic for China’s banking industry to still adhere to the original "product-centered" business model under such environmental background.According to the existing market environment and the market structure that has begun to take a stable form,banks have been looking for becoming "customer-centered,Commercial banks are increasingly feeling weak to achieve profit growth by relying on corporate business.If they want to continue profitable operation and grow bigger and stronger,they need to find a breakthrough in retail business,and a large number of retail individual customers have become the focus of attention of banks.Need to use individual customers to obtain more stable and conducive to long-term development of profit growth point.The retail business transformation of S Branch has become urgent in the current social background and the booming phenomenon of Internet finance.The development of online business should not become a substitute for offline outlets,but to some extent become another complementary marketing model that can make the bank’s retail business develop "1+1 greater than 2".