Marketing Strategy Of Commercial Bank Retail Business Intelligent Scenario Research

With the development of social and economic situation,digital intelligence has gradually entered all aspects of human life.After the "service-oriented" consumption,the intelligent-centered service mode has become a new consumption mode.As an important subject in economic life,commercial banks are also deeply affected by it.Especially in the context of the normalization of the epidemic,the traditional commercial bank marketing model has been unable to reach customers effectively and meet customers’ needs in a timely manner.The "Contactless,Convenient,Fast"intelligent scenario marketing can better adapt to the current financial service reality,which requires traditional commercial banks to carry out all-round transformation and upgrading to achieve their own development.As an important part of the commercial banking business,the transformation and upgrading of retail business marketing strategy will also become the key to the marketing transformation of commercial banks in the future.This paper focuses on the optimization and transformation of marketing strategy in the intelligent scenario of retail business with the research object of China Construction Bank Z City branch.First,PEST,Porter’s Five Forces Model and SWOT analysis methods are used to analyze the marketing environment faced by the intelligent scene transformation of the retail business of Z City branch of China Construction Bank.In the face of the opportunities and challenges of the new situation,the necessity of its marketing strategy transformation is proved.Then,combined with the questionnaire survey method and the marketing 4P theory,the current situation,and shortcomings of the intelligent scene marketing combination of the retail business of Z City branch of China Construction Bank are analyzed.Through the above analysis,we can conclude that there are the following problems in the intelligent scenario marketing of the retail business of China Construction Bank Z City Branch:first,the customer segmentation is insufficient,and the marketing positioning is inaccurate,which is specifically reflected in the failure to accurately identify the characteristics of the customer group and the imprecise products and services.Secondly,the pricing differentiation is insufficient,and the pricing advantage is not obvious,which is specifically reflected in the lack of refinement of differentiated pricing,and the comprehensive pricing advantage is not obvious;Furthermore,the marketing is not accurate,and the degree of refinement is not high,which is reflected in the lack of marketing ability of staff and the lack of systematic marketing data processing ability.Finally,the lack of standardized marketing channels and differentiated operation is manifested in the following aspects:the bank’s marketing channels are scattered and lack of unified standards;The flow inlet is diversified,and the flow conversion effect is not obvious;The content quality of each channel is uneven,and the homogenization is serious.Based on the above understanding,this study puts forward the following suggestions and Countermeasures:first,to improve the segmentation ability of digital customers,we can start from two channels,namely,attaching importance to the data base and improving the digital business ability;Strengthen data analysis and processing,and accurately identify target customer groups.Second,improve the ability of fine pricing,realize the real differential pricing,pay more attention to the fine management of pricing and the integrated pricing of public and private agreements,and give full play to the comprehensive service and comprehensive pricing advantages of China Construction Bank;Third,precision marketing.It is necessary to strengthen private traffic operation,implement cross department joint marketing,and deeply cultivate regional characteristics to achieve personalized marketing expansion.Fourth,improve the standardized and refined operation mode of channels,and pay attention to the vertical and refined operation of channels;Agile operation and maintenance iteration,and improve the quality of channel operation.