Study Of The Institutional Banking Marketing Strategy In A Bank B Sub-branch

Institutional banking is the core business of commercial bank,it helps banks to stay competitive.Commercial banks are facing problems because of continuous search for financial innovation and intense activity from competitors.The traditional “waiting for customer” strategy does not work.Commercial banks are seeking for new ways to improve the quality of service and its own benefits.The idea of “customer-oriented” is generally accepted.Commercial banks experience difficulties during their marketing operation on institutional banking because of the impact from the change in the external environment and internal environment,customer structure and their own management skills.There are five main problems of A bank B sub-branch in institutional banking operation.First of all,there are no market segmentation strategy and customer segmentation strategy.Secondly,A bank B sub-branch does not take concrete action on the management of corporate client,and customer demands are responded to slowly.Thirdly,customer expanding is limited.And then,there is a lack of the ability to combine different products in order to meet customer needs.Finally,corporate client get a poor experience from the bank.Through analysis based on the circumstances of A bank B sub-branch and STP analysis of market segmentation and positioning,this study provide marketing suggestions for meeting the corporate client demands and improve the customer experience by using the 4Rs marketing theory.The first part is “relevancy” strategy,include customer survey and analysis of customer groups,the suggestion is to know the customer information and keep update,and than analyse the actual demand and potential demand of each customer group in order to decide the orientation of cooperation.The second part is “reaction” strategy,the suggestion is to design marketing template to match a series of product portfolio and different kinds of customers,and than make the affiliated agencies work at full capacity.The third part is “relationship” strategy,the suggestion is to improve the ability to manage relationships with institutional customers through management of customer satisfaction,customer education,analysis of supply chain,the using of data from CRM system and cooperation with individual banking department.The last part is “reward” strategy,the suggestion is to provide high quality differentiated service by designing financial service programs for that customers characterized as major institutional customers and potential institutional customers.