Relationship Marketing Strategies Of Financial Self-Service Products In NCR Corporation

Financial self-service products area constitute an important sector of IT (Information Technology) industry. In the research of the corporate marketing strategy in this area, traditionally, the "4P"research framework is adopted, which emphasizes formulating marketing strategy from the angle of enterprise. Nevertheless, this research mainly applies the ideas of relationship marketing theory, and emphasizes that every enterprise, while centering relationship, should strive to establish and maintain the cooperative partnership with customers and related groups. This article begins with expounding the related research details of strategic management and relationship marketing theory , so as to lay the theoretic foundation for the sequent argument on the corporate analysis part. The corporate analysis part first analyzes the current conditions of financial self-service products market in China, and predicts the developing trend in this sector. Then, proceeding with the background materials of NCR Corporation, it gives a brief introduction about its development history, organizational structure and basic operating state; and further, on the basis of market environment analysis, competitive state analysis, target market subdivision and product analysis, it explores and finds the marketing strategy on major NCR products. Finally, by virtue of such knowledge as relationship marketing theory, service marketing theory, it puts forward the concrete tactics of exercising relationship marketing after shaping the relationship marketing model of NCR Corporation. Hopefully, this research project will be of avail to performing marketing strategy management for NCR Corporation, and in the meantime, provide reference in formulating marketing strategy for those companies, which mainly run business in IT products.