Research On 4r Marketing Strategy Of Corporate Banking In Y Bank J Branch

In recent years,corporate banking has become the core business of various commercial banks and the most important source of profits.The current inter-bank competition is getting worse,but the bank's business has come to a standstill in marketing.Profit growth is slow,and problems are evident.This paper takes Y bank J branch as the research project,and focus on the existing problems in the marketing process.With the 4R theory as the breakthrough point,the author designs the scientific and effective marketing strategy,so as to form the mutually beneficial win-win situation between the bank and the customer.Through interview,data analysis of Y bank J branch,this paper find that marketing strategy is too traditional,marketing strategy is not ideal.Also,there exists business products homogeneity,income slowdown and customer unloyalty.New marketing strategies are required to tackle these problems.Then the author demonstrates the feasibility of using 4R marketing theory to promote the business development of Y bank J branch from the perspectives of possibility and inevitability.It provides theoretical and practical support for designing 4R-oriented corporate marketing strategy and then put forward the designing of marketing strategy.First of all,to determine the Y bank J branch of the company's business strategy to implement 4R marketing strategy is expected to achieve sustainable growth,customer loyalty to improve,the company's business transformation and improve competitiveness of the four areas.Secondly,based on the theory of 4R marketing,we put forward concrete measures from four aspects: "relevancy","reaction","relation" and "reward".For example,as for "relevancy",attention is paid to individual needs of customers,product innovation and brand value,emphasizing on the professionalism and convenience of services,through the number of daily activities to improve the customer correlation.As for "reaction",focus on risk prediction and risk control,multi-channel collection,analysis of customer needs and risk changes,improve departmental efficiency.As for "relation",emphasizing on customer relationship management and high-level communication,we highlight the role of customer database through high quality to make customers satisfied.As for "reward",attention is paid to professional and technical returns within a certain resources limitas follows: differentiation of price,value-added products improvements.Finally,from the organization,human resources,technology,and capital,specific suggestions are made to ensure that the marketing strategy is smoothly carried.Through this study,on the one hand,it can make the J branch of Y bank's corporate banking healthy and rapid development,on the other hand,for commercial banks to provide a reference for the development of corporate banking marketing strategy.