Research On Marketing Strategy Optimization Of Hengfeng Bank Personal Retail Business

At present,the global financial market is facing a very tight development.Affected by the tightening of relevant financial markets,the development of various industries has been restricted to a certain extent.Especially in recent years,the outbreak of the new coronavirus pneumonia epidemic worldwide has made most industries around the world face great pressure.In recent years,retail business as the business development of commercial banks is bound to be a top priority,the study of retail business of commercial banks has also been widespread academic attention.From the perspective of our country,personal business occupies an important position,but affected by many policy factors,the development of personal business in China is still facing a severe situation.Since 2016,the business transformation of Hengfeng Bank has been officially launched.Affected by the environment of domestic banking industry,retail business has inevitably become the key strategic development goal of its business transformation.Improving the marketing level of retail business customers is directly related to the bank ’s profit level.As the largest business type,personal retail business should occupy the same important proportion in bank marketing.By increasing marketing efforts,optimizing marketing,improving marketing effectiveness,expanding product scale,and achieving the purpose of effectively improving bank efficiency.The main contents of this paper are as follows : Firstly,the overall framework of the paper is sorted out from the perspectives of research background and significance,ideas and methods.Through the collation and analysis of domestic and foreign research results,the related concepts and theories of retail business,customer relationship,integrated marketing and relationship marketing of commercial banks are sorted out,and the theoretical basis of relevant research is fully understood to provide sufficient basis for the research.Secondly,it studies the current situation and problems of Hengfeng Bank ’s retail business customer marketing,analyzes its current retail business customer marketing strategy,retail customer status and marketing problems,and provides a basis for further research.Again,Hengfeng bank retail customer market analysis,through the market demand and customer characteristics analysis,to provide the basis for its retail business in the customer stratification,accurate positioning,and competitors of retail customer marketing strategy analysis,to seek the experience can be used for reference.Finally,it puts forward the improvement measures of Hengfeng Bank ’s retail customer marketing,clarifies the customer segmentation and positioning of precision marketing,improves its customer marketing from four basic levels of product,price,channel and promotion,and strengthens customer relationship management.Through the research of this paper,the following conclusions are drawn : First,at present,Hengfeng Bank has made some achievements in the retail business,but there are also some shortcomings.The main characteristics of the current retail business customer base are mainly low-end customers,the number of products per capita is less,and the development of online channels is obviously sufficient.This shows that Hengfeng Bank has obvious shortcomings in the development of high-end customers,product promotion marketing,and online channel development.Therefore,it is necessary to innovate the marketing model in these aspects to better realize the rapid development of its retail business and the continuous improvement of competitiveness.Secondly,through the analysis of Hengfeng Bank ’s retail customer base market,it is understood that the main characteristics of Hengfeng Bank ’s retail customers are customer demand differentiation,retail business diversification,large business volume and small amount,and large consumption potential.Therefore,Hengfeng Bank combines its own retail customer base needs and characteristics to choose a suitable marketing plan.Thirdly,according to the comprehensive research and analysis of this paper,the author puts forward that the retail customer marketing plan of Hengfeng Bank mainly includes six aspects,namely,the implementation of customer precision marketing,accurate positioning of customer needs,open and flexible pricing,construction and improvement of channel system,innovative and systematic promotion mode,and strengthening customer relationship management.