Research On Relationship Marketing Strategy Optimization Of XS Community Branch Of Bank J

With the continuous development and opening of Internet Finance and interest rate marketization,compared with the past,the profitability of traditional banks has been greatly impacted.As a giant of financial industry in China,banking industry has to start to innovate diversified marketing mode in this competitive market environment.Community sub branch,as a branch industry of traditional banks and one of the emerging financial industries in China,not only carries the task of broadening the financing channels of traditional banks,comprehensively improving brand efficiency and core competitiveness,but also contributes to the implementation of China's "Inclusive Finance","financial supply side structural reform",and other relevant policies.The development of community bank in our country is not long,and it is facing the all-round test brought by the changing industry,policy and demand.In order to develop stably in the increasingly fierce market competition,it is very important to implement scientific and effective marketing strategy.Established in 2000,bank J is one of the local well-known joint-stock commercial banks.In order to actively respond to the call of the state for the development of community banks and support the sinking and optimization of domestic financial services,the strategy of developing community banks has been laid out since 2014.Adhering to the development concept of regional economy driving the overall economy,vigorously support the innovation of marketing mode and community financial products of community banks.Up to now,bank J has stably operated more than 20 community banks in Nanchang City,with annual net profit of more than 1 million and a total of 90 community employees.In 2020,bank J plans to add 6 to 7 new community outlets,with a city coverage rate of 100%,and the total assets of community outlets exceeding 5billion.XS community sub branch is a community sub branch of NC branch of bank J,established in 2015.After several years of development,XS community sub branch is still full of many problems that need to be reflected and optimized,such as: Community banking outlets have not been taken seriously,low awareness,old-fashioned marketing methods,lack of special financial products and unclear market positioning,etc.In order to better expand the marketing channels,enhance the market share and industry competitiveness,XS community branch began to use the relationship marketing thinking,not only to promote product transactions as the goal,but also to dig thepotential value of customers to the bank from the customer relationship.This paper summarizes the relationship marketing strategy of XS community sub branch by literature research,case analysis and investigation research,and analyzes the shortcomings of the relationship marketing strategy.Combined with the relevant mature theoretical basis and cases at home and abroad,it explores the optimization scheme beneficial to the relationship marketing strategy of community sub branchThis paper is divided into seven parts:The first part is the introduction,which mainly introduces the background and significance of community bank and relationship marketing,domestic and foreign research review,research methods and framework.The second part is the concept and theoretical basis of community bank.The third part is the marketing situation and problems of XS community sub branch.First of all,it introduces the basic situation,human resource structure and marketing mode of the bank,then analyzes the operation status of XS community branch,and finds out the main problems in the current relationship marketing mode of the bank.The fourth part is the marketing environment analysis of XS community sub branch.It analyzes the opportunities and challenges of XS community sub branch in the industry market from the macro and micro perspectives through PEST model.Through the SWOT model,this paper analyzes the internal advantages,disadvantages,opportunities and threats of XS community sub branch in the current environment,and concludes that XS community sub branch has problems such as low customer identification ability,weak customer control ability and narrow market coverage when carrying out relationship marketing strategy.The fifth part puts forward optimization suggestions for XS community sub branch relationship marketing strategy.The optimization idea focuses on the relationship marketing thinking,and combines the current problems faced by the bank in the community market development,from focusing on customer dynamics,determining key marketing objects,flexibly judging customer needs to comprehensively optimize customer service satisfaction,internal and external relations,online and offline network coverage,etc.The sixth part is XS community sub branch relationship marketing strategy optimization safeguard measures.Starting from the three dimensions of human resources security,organizational structure security and risk management security,thispaper covers the employment standards,assessment system,professional training,special personnel at the branch level and the risk management and control and supervision mechanism in the daily work of the community branch,so as to ensure the smooth implementation of the strategy optimization scheme.The seventh part is the conclusion,deficiency and prospect.It is hoped that the above research can help XS community sub branch to optimize and adjust its relationship marketing strategy,improve its market share and competitiveness in the local market,and provide certain reference and reference significance for other community outlets or financial institutions in using the relationship marketing thinking to develop the market.