Research On Optimization Of Marketing Strategies For Individual Retail Customers Of G Bank Nanchang Branch

In recent years,with the active involvement of internet finance in personal retail business,the explosive development of personal retail business has been promoted.The application of big data has opened up a new model of personal retail customer marketing.Personal retail products such as "Yu’ebao","Ant Huabei",and "Micro Loan" have occupied the position of traditional commercial banks with innovative forms,online services,and convenient and fast user experiences,This has greatly shaken the position of traditional commercial banks in the personal retail market.As a state-owned bank,G Bank Nanchang Branch’s personal retail business development and personal retail customer marketing results are not satisfactory,exposing many problems,such as a single type of wealth management products,lack of flexibility in pricing,and lack of innovation in promotion methods.If these problems cannot be effectively solved,the market share of personal retail business will gradually be seized by internet finance companies and other joint-stock banks.In the fiercely competitive financial environment,how to strengthen the marketing strategy of personal retail customers is crucial for the development of G Bank Nanchang Branch.Therefore,this article explores the service marketing of personal retail customers of G Bank Nanchang Branch.This article first uses case analysis and data analysis methods to analyze the current situation of personal retail customer marketing in G Bank’s Nanchang Branch.It is found that the current personal retail customer marketing in Nanchang Branch has achieved certain results through the launch of basic factoring personal financial products,point equity redemption gift activities,all staff layered marketing,high-quality service experience marketing,and other methods of marketing,but also faces shortcomings.Subsequently,a survey was conducted on the marketing effectiveness of individual retail customers at G Bank Nanchang Branch through a questionnaire.It was found that there are some problems with the marketing strategy of individual retail customers at G Bank Nanchang Branch,including a lack of self owned product types,severe homogenization with peers,lack of flexibility in pricing strategies,single promotion methods,and insufficient marketing capabilities of branch personnel.The reasons for the problems in the marketing of individual retail customer service at G Bank Nanchang Branch were analyzed.Finally,guided by the 7PS service marketing theory,an optimization strategy for personal retail customer service marketing is proposed.In terms of product strategy,it includes creating exclusive innovative products and launching a flagship product portfolio;In terms of pricing strategy: differentiated pricing,diversified pricing types,and public-private linkage pricing;In terms of channel strategy: building a digital platform in a scenario and opening electronic channels such as enterprise We Chat;In terms of promotion strategies: enrich the variety of gifts and optimize customer relationship marketing;In terms of personnel strategy: improve the matching between personnel and positions,and mobilize the subjective initiative of young employees;In terms of process strategy: pay attention to detail management and establish a job incentive and assessment system;In terms of tangible display strategy: optimize the touch control all-in-one machine,showcase screen display function,increase online services,enrich application scenarios,etc.I hope that the research in this article can improve the marketing level of personal retail customer service at G Bank Nanchang Branch,increase customer trust in the bank,expand the personal retail business market,and help G Bank develop better.