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Domestic commercial banks retail banking Marketing Strategy

Author: SunJianFeng
Tutor: ChenXingLin
School: Nanjing University of Technology and Engineering
Course: Business Administration
Keywords: Commercial bank Retail business Marketing development strategy
CLC: F832.2
Type: Master's thesis
Year: 2008
Downloads: 629
Quote: 2
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Abstract


Commercial banks in developed countries and regions, retail banking income constitutes an important source of bank income. With economic development, retail business will also be a domestic commercial banks profit growth point. Because the retail banking business related to all aspects of the lives of the residents, consumption, investment, securities, insurance, funds and other financial market has a very strong cross and complementarity, a broad space for business innovation. At the same time, the retail business service objects dispersed, the limited amount of single business, large business. In the same scale of operation, the retail business can better spread the risk, to achieve the coordinated development of quality, efficiency and scale. In addition, due to the large number of customers of the retail business, changes in the macroeconomic, business income and economic fluctuations related degrees lower, more stable income. Therefore, in the strategic transformation of reform and development of the domestic commercial banks, the growing importance of retail banking, retail banking, marketing management and expand to become one of the areas of the financial industry is the most dynamic and the most development potential. This article is based on the basic concept of retail banking, marketing the course of development of the characteristics of its domestic business, by means of the latest trends of the international retail banking, discusses the advanced management concepts and technical experience of the rapid development of its retail banking business and domestic commercial banks retail banking business development and marketing inspiration. On this basis, the article use marketing theory (TSP), analyzes and summarizes the status and direction of development of the domestic retail banking marketing. Inductive analysis of domestic commercial banks in retail banking problems in the current marketing competition, covered by the concept of marketing and marketing management strategy, marketing mix strategies, many problems exist in the marketing environment policy. Of practical experience, combined with domestic and foreign experts discussed a long time and I engaged in retail banking marketing efforts through the development of the concept and technical means of comparison of domestic and foreign commercial banks in retail banking, refining its state-of-the-art marketing strategies, based on our current minority go successful experience in the forefront of the retail bank, combined with case studies, the focus of domestic commercial banks retail business marketing strategy selection. A complete market sales process as the starting point and focus systematically from the account manager team building, product innovation, marketing channel optimization, update the business philosophy of customer relationship management, and other aspects of the main marketing strategies are described , from both the organizational structure and marketing management system, risk management and control, specialty retail banking brand-building aspects of argumentation, and put forward corresponding countermeasures and suggestions.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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