Research On Digital Optimization Strategy Of Retail Business Marketing Of Q Bank

With the adjustment of China’s economic structure,the traditional infrastructure industry has been affected by policies,and its business growth is slow,and even a large number of non-performing assets have appeared.A growing number of banks are shifting their marketing strategies to smaller banks and individuals with a wider audience and more diversified risk.At present,Internet technology means are increasingly perfect,and people’s access to information is more fragmented,and the decision-making chain has also undergone a major change from linear to dynamic and then to disorder.Swept by the tide of data,urban commercial banks began to seek a breakthrough in how to make good use of big data in the new digital marketing method.For the entire banking industry,this is not only an opportunity but also a challenge,especially for small banks,whether they can seize the dividends of digital transformation is also in the struggle.This paper takes the problems existing in the current marketing situation of Q Bank’s retail business under the background of technology and finance as the research object,and finds a breakthrough for it through digital marketing in order to achieve customers’ recognition of Q Bank and improve brand loyalty.In this paper,literature research method and case analysis method are used to summarize the current situation of Q Bank’s retail business based on marketing mix 7Ps.From product design,pricing mechanism,channel construction,communication and promotion,personnel service,tangible display and process,the author explores the problems of Q bank retail marketing.Guided by the overall retail strategy of Q Bank and the four principles of digital marketing,the overall framework of marketing digital transformation strategy is built from the bottom technology,computing power center,digital center and application level.In the product strategy,the user label generated by the digital medium platform is used to realize customer’s personalized product customization and enhance the ability of agile delivery.In the price strategy,the intelligent pricing mechanism is realized through price preference and value proposition strategy.In the channel strategy,pay attention to the effective communication of online and offline channels,and strengthen the integration of the whole channel construction;In terms of communication strategy,new media combined marketing as the guide,through PESO model to carry out multi-platform communication and promotion,is the marketing effect maximization;In terms of personnel strategy,we actively explore and use digital tools to assist marketing personnel in customer maintenance,so as to improve customer satisfaction with high quality service;In the visible display strategy,we will continue to accelerate the optimization and upgrading of intelligent terminals,increase interactive modules,and improve the visual brand building of community banks.In the process strategy,we pay attention to the optimization of counter and online business processes,and use digital means to optimize customer experience in the process of business handling.To cope with digital marketing strategy,this article also from the aspects of system,personnel,financial,technical protection is put forward,to ensure that the Q bank marketing digital transformation strategy implemented smoothly.At the end of the paper,the future development direction of marketing digitization of Q Bank is prospected.