Exploration on the Transformation of Retail Finance Marketing from “Sitting Business” to “Traveling Business” in Commercial Banks —Take the “Pop-up Shop” Model of C Bank Pedestrian Street as an Example

Abstract

“Sitting business” and “traveling business” are two commonly used modes in marketing practice. “Sitting business” refers to waiting for customers to come to the door, is a kind of signboard and business name to attract customers of the marketing model, such as the commercial street store model, its business characteristics and competitiveness are mainly reflected in the attractiveness of products and the quality of service in the hall. “Merchant” refers to proactive marketing customers, and now refers more to product promotion and branding based on planning and packaging, as well as marketing personnel to communicate and interact with customers outside the business premises to expand product influence and market share. It is generally believed that sitting merchants are a conventional, traditional and inefficient marketing model compared to merchants. In the operation of modern enterprises, due to the increasingly fierce market competition, the transformation from “sitting business” to “traveling business” has become the consensus of business managers, and the awareness and ability of business are gradually becoming the core competitiveness of modern enterprise marketing.

The operation mode of traditional bank branches is more of a passive waiting for customers to come to the door and accept the business needs of customers, reflecting the concept of “sitting in business”. With the sudden rise of Internet finance, which has had a huge impact on traditional banking business, the banking industry has realized that there may be a “last mile” shortcoming in physical outlets in financial services, and narrowing the distance between bank outlets and customers is more about “going out”, such as developing community banks, carrying out door-to-door marketing, expanding business districts, etc., mining customer needs outside bank outlets, building “scenario-based” finance, and constantly trying to change the business model from “sitting business” to “ traveling business”.