Research On The Retail Business Marketing Strategy Of Handan Bank Under The Background Of Financial Technology

As China’s macroeconomic environment changes and competition in the financial industry becomes more intense,the scope of profitability of banks ’ retail business has gradually narrowed and their marketing model has been unable to adapt to the current competitive environment.Under the influence of various factors such as the epidemic,commercial banks have begun to adjust their retail business and seek a faster,more efficient and safer marketing model for their retail business.The application of financial technology provides many conveniences for banks ’ retail business,which not only enables the synergistic development of online services and offline experiences of retail business,but also has the advantages of fast payment and settlement,convenient smart investment advisors and secure identity authentication.Handan Bank,the only city commercial bank headquartered in Handan,has been expanding its business scale of its excellent service and free account opening policy,and has initially established itself as a " provincial bank ".The rapid expansion of the bank’s scale has also led to a number of problems of the marketing of Handan’s retail business,such as homogenisation of products and aging of customers.In order to clarify the current situation and dilemma of Handan bank’s retail business marketing and to optimize the marketing strategy,this thesis takes Handan bank’s retail business as the research object,firstly,it analyses the marketing environment of Handan bank’s retail business through PEST analysis and Porter’s five forces model analysis,secondly,it analyses the questionnaire collection results through SPSS to find out the problems and reasons of Handan bank’s current retail strategy,and finally,it combines the 4P marketing theory and integrated marketing theory to find out the problems of Handan bank’s retail business.It is hoped that the research and analysis can provide reference opinions for the improvement of Handan Bank’s retail business marketing strategy,and also provide reference for other commercial banks.