Research On The Retail Business Digital Marketing Of Hexi Branch Of China Construction Bank

With the popularity of mobile network,banking industry has already entered the era of comprehensive digital marketing.In 2020,COVID-19 raged around the world and became a catalyst to push ahead with this era.Any bank in today’s society that wants to develop sustainably needs to rapidly advance digitalization and improve its digital marketing capabilities.The retail business,which is the main source of profit in the banking industry,has a lot of room for digital development and is very suitable for using digital marketing.The retail banking business must be upgraded through digitization and intellectualization,so as to speed up the strategic transformation and create the core competitiveness.This paper takes Hexi Branch of CCB as an example,based on the marketing theories of customer perceived value,4P and STP,using the PEST model and Porter five forces model to systematically analyze the macro and meso environment of the enterprise,and through the SWOT analysis framework,combined with the current situation and basic situation of bank’s internal marketing,Hexi Branch of CCB establishes a target market and market positioning:For long-tail customers below AUM 50,000 yuan,the positioning is to explore segmentation of customer groups to achieve precise marketing.for middle and high-end customers above AUM 200,000 yuan,the positioning is to provide personalized and all-inclusive financial products and services.This paper fully analyses the environment,understands the current state of marketing and proposes digital marketing strategies that are superior to traditional marketing techniques,including product innovation strategies,fully automated intelligent pricing strategies,online and offline coordinated marketing strategies and digital brand promotion strategies.In order to implement the marketing strategy smoothly,this paper proposes safeguards for the implementation of the marketing strategy from five aspects:management system,incentive system,financial technology,human resources and corporate culture.Through the digital marketing strategy of "Online+offline" collaborative integration summarized in this paper,it can improve the overall competitiveness of CCB’s retail business in Hexi Branch and provide a theoretical reference for the development of other commercial banks’ retail business.