Research On Marketing Strategies For Retail Loan Business Of China Everbright Bank Changchun Branch

The paper aims to study the retail loan business marketing strategies of China Everbright Bank Changchun Branch and propose targeted marketing strategies and implementation paths.Since its transformation into retail business in 2018,the bank has been operating in the local retail loan market,where it has encountered a favorable environment for development.However,it has failed to achieve significant growth in loan volume and has experienced a gradual slowdown in revenue growth.In comparison with similar local banks,its ranking has fallen behind.During the research process,the paper adopts literature analysis,comparative research,and case study methods to conduct an in-depth discussion on the current situation and existing problems of the marketing strategy of China Everbright Bank Changchun Branch’s retail loan business,and also conducts a SWOT analysis of the internal and external environment.The research results of this paper show that there are a series of problems in the marketing of retail loan business of China Everbright Bank Changchun Branch,mainly including low customer satisfaction,insufficient product innovation,insufficient channel exploration,urgent need to improve brand building,and inadequate customer experience.To address these problems,the paper proposes a series of marketing strategies based on the 4P theory,including product strategy,channel strategy,pricing strategy,and promotion strategy.Among them,the product strategy prioritizes supporting customers with housing loan needs for first-time home purchases and housing improvements,prioritizes support for small and micro enterprises related to key industries,key areas,and people’s livelihood industries,and builds a cooperation model for mass acquisition of customers around consumption scenarios,with stable consumption markets such as automobiles and furnishing as expansion directions.The channel strategy is to carry out cooperative channel management from multiple angles,establish partner-level development relationships,and achieve long-term and stable cooperation.The pricing strategy benchmarks the prices of other banks in the industry and flexibly adjusts with market changes.The promotion strategy leverages the advantages of promotional activities and carries out different types of promotional content according to the characteristics of new and old customers.In addition,this paper also proposes suggestions to strengthen organizational management and personnel training,strengthen assessment and financial investment,optimize processes,and strengthen management as guaranteed measures for implementing marketing strategies.In terms of organizational management and personnel training,the proposed bank should strengthen and adjust the organization structure and personnel configuration,enhance the organization’s adaptability and execution,improve decision-making efficiency and accuracy,strengthen employees’ training,and improve their productivity,and cultivate excellent marketing skills for employees.In terms of strengthening assessment and financial investment,the proposed bank should increase the investment of assessment resources and financial resources to ensure the implementation effect of retail loan business marketing strategies.In terms of optimizing processes and strengthening management,the proposed bank should continuously optimize business processes,improve management efficiency;quantitatively analyze and evaluate marketing results,and make timely adjustments and improvements.In summary,through the study of the retail loan business marketing strategy of China Everbright Bank Changchun Branch,this paper aims to increase the bank’s market share and competitiveness in the retail loan market,as well as improve the bank’s profitability.The results of this research paper have a significant reference value for the bank in formulating retail loan business marketing strategies as well as providing some reference value for relevant research.In future research,further exploration of relevant issues in bank marketing strategies can be conducted to further enhance the bank’s market competitiveness and profitability.