Research On Marketing Strategy Optimization Of M Commercial Bank’s Retail Asset Business

The 14 th Five Year Plan for 2021 requires adhering to innovation driven development,consolidating and strengthening the foundation of the real economy,and accelerating digital development.With the formal implementation of the new regulations on asset management of financial institutions in 2022,the national economy has entered a New Normal after the epidemic.On the one hand,the retail asset business of banks can guide social funds to the real economy,better support Economic restructuring,transformation and upgrading;on the other hand,as a financial service widely participated by people in daily life,it is a driving force for the development of commercial banks and one of the core sources of profits of commercial banks.At the same time,according to the national requirements for promoting high-quality development of inclusive finance,it is urgent for commercial banks to innovate financing services and carry out Digital transformation.Therefore,commercial banks need to actively research marketing strategies related to the development of retail asset business,implement reform and transformation,in order to better cope with various competitive pressures.M Commercial Bank,as a private joint-stock commercial bank,has gradually expanded its retail asset scale in recent years.While achieving rapid development of its retail asset business,it also faces problems such as a decrease in the market share of its asset business and a decline in profitability.Therefore,studying the optimization strategy of M Commercial Bank’s retail asset business marketing not only helps to enhance the market competitiveness of M Commercial Bank’s retail asset business,At the same time,it has practical reference value for joint-stock commercial banks.This thesis firstly reviews the current research on retail assets business at home and abroad,expounds the concept and characteristics of retail assets business of commercial banks,and uses financial innovation theory,Long tail theory,target market theory and SWOT analysis model to provide support for the research.In this paper,M commercial bank is selected as the case study object,and the problems facing its retail asset business marketing strategy are found from the current situation of M commercial bank’s retail asset business and its SWOT analysis,and the causes of the problems are analysed in detail.Then,by targeting existing problems in marketing M commercial bank’s retail assets business,this thesis puts forward the marketing strategies of enriching product system,broadening marketing channels,strengthening comprehensive services and optimizing business structure.Finally,in order to ensure the smooth promotion of M commercial bank’s marketing strategy,it puts forward four safeguard measures from talents,assessment,information security and scientific and technological empowerment.The research conclusions of this paper can provide solutions for the bottlenecks and problems faced by M commercial bank in the marketing transformation of retail assets business,and also provide references for joint-stock commercial banks facing fierce market competition,so as to promote the high-quality development of retail assets business of commercial banks.