中国正处于数字化快速发展时期，各行各业都在寻求转型突破，激烈的市场竞争环境使得商业银行必须主动寻求突破，科技水平也在不断的朝着数字化的方向发展，数字化渗透到方方面面，商业银行未来竞争的方向也主要集中在数字化领域，再加上零售业务收益较高、稳定性强、受经济影响波动小，已经成为商业银行发展的重点业务，零售业务营销策略的数字化转型必将是银行参与市场竞争的关键手段，如何进行零售业务销策略的数字化转型？这显然是一个迫切需要研究的问题。这有助于提升商业银行零售业务的市场竞争力，促进其数字化进程。

本文通过总结并梳理已有的对零售业务、数字化转型、商业银行零售业务数字化转型、商业银行零售业务营销策略的研究，立足国内外商业银行零售业务营销数字化发展现状，以SH商业银行为例，研究了数字化转型下SH商业银行零售业务营销策略存在的问题，分别为产品同质化严重，数字化优势不明显、价格体系不完善，层次和差异化程度低、促销手段单一，缺乏创新，促销活动一线执行不到位、线下网点分布不科学不合理，线下渠道智能化不足，线上渠道电子化进程缓慢、人员能力不足，无法匹配数字化转型的要求、过程营销智能化科学化不足、有形展示缺乏数字化特色等。然后进一步分析了问题产生的原因，最后结合前文的分析，利用7Ps理论，从产品、价格、促销、渠道、人员、过程、有形展示七个方面提出数字化转型背景下的零售营销建议，分别为创新数字化产品策略、差异化定价策略、场景化促销策略、数字化渠道策略、专业化人员策略、精准化服务策略、智能化有形展示策略，以此实现对SH商业银行营销策略的优化。

China is currently in a period of rapid digital development, and various industries are seeking transformation and breakthroughs. The fierce market competition environment requires commercial banks to actively seek breakthroughs, and the level of technology is also constantly moving towards digitalization. Digitalization permeates all aspects, and the future competition direction of commercial banks is mainly focused on the digital field. In addition, retail business has high returns, strong stability, and small fluctuations affected by the economy, It has become a key business for the development of commercial banks, and the digital transformation of retail business marketing strategies will undoubtedly be a key means for banks to participate in market competition. How to carry out the digital transformation of retail business marketing strategies? This is clearly an urgent issue that needs to be studied. This helps to enhance the market competitiveness of commercial banks' retail business and promote its digital process.

This article summarizes and sorts out existing research on retail business, digital transformation, digital transformation of commercial bank retail business, and marketing strategies of commercial bank retail business. Based on the current situation of digital development of retail business marketing in domestic and foreign commercial banks, taking SH Commercial Bank as an example, it studies the problems of SH Commercial Bank's retail business marketing strategies under digital transformation, including severe product homogenization, unclear digital advantages The pricing system is not perfect, with low levels and differentiation, single promotion methods, lack of innovation, inadequate frontline execution of promotional activities, unscientific and unreasonable distribution of offline outlets, insufficient intelligence of offline channels, slow progress in digitization of online channels, insufficient personnel capabilities, inability to match the requirements of digital transformation, insufficient scientific intelligence of process marketing, and lack of digital characteristics in tangible displays. Then, the reasons for the problem were further analyzed. Finally, based on the previous analysis, using the 7Ps theory, retail marketing suggestions were proposed in the context of digital transformation from seven aspects: product, price, promotion, channel, personnel, process, and tangible display. These suggestions include innovative digital product strategy, differentiated pricing strategy, scenario based promotion strategy, digital channel strategy, professional personnel strategy, and precise service strategy Intelligent tangible display strategy to optimize the marketing strategy of SH Commercial Bank.

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