Research On Customer Marketing Strategy Of Fangshan Sub-branch Of Beijing Rural Commercial Bank

The development of emerging industries such as technology finance and third-party payment has brought great impact to traditional commercial banks,and market competition has become increasingly fierce.Customer marketing is a marketing strategy based on customer needs.The pros and cons of customer marketing directly affect the user's satisfaction with the bank and play an important role in the development of the bank.Especially in the context of the information age,the concept and methods of customer marketing have changed.Therefore,it is necessary to study the problem of commercial bank customer marketing.This paper discusses and studies the related issues of customer marketing with the example of Fangshan Sub-branch of Beijing Rural Commercial Bank.Fangshan Sub-branch of Beijing Rural Commercial Bank acts as one of the earliest financial institutions in Fangshan District,Beijing,with a broad customer base and a good customer structure.However,because it still adopts the traditional marketing concept,the user satisfaction is low,and the marketing method adopted cannot meet the user's needs.Through the questionnaire,it is found that the customer service of Fangshan Sub-branch of Beijing Rural Commercial Bank has too much product service,which does not meet the user's demand;the service quality is low,the user's perceived value is not matched;the network marketing channel is lacking,the user has poor access to information;and communicates with the user.Insufficient,weak customer marketing and other issues.Therefore,based on the STP theory,this paper clarifies the market segmentation and positioning of customer marketing of Fangshan Sub-branch of Beijing Rural Commercial Bank,and adopts differentiated marketing strategies for the needs of farmers,individual merchants and small micro-enterprises.Based on the 4C theory,we propose an improvement strategy for customer marketing.We should actively innovate product services to meet the diversified needs of users;improve service quality and enhance user perceived value;broaden marketing channels to provide convenience for users.Based on the actual situation of Fangshan Sub-branch of Beijing Rural Commercial Bank,this paper proposes an improved customer marketing strategy,which not only has certain guiding significance for the formulation of customer marketing strategy of Fangshan Sub-branch of Beijing Rural Commercial Bank,but also provides some reference for the development of marketing work of other bank customers.And draw on.