| Since the 21st century,China’s Internet development has been rapidly developing,with the Internet information technology as the carrier’s network payment,cloud computing,large number of technology and other technical means and the financial industry have been combined to create a modern product,financial technology.Financial technology drives the transformation and innovation of various financial industries,and the link between banks and financial consumers has changed.The JS bank has been more focused on integrating the development of financial technology and retail business in recent years,based on the vast amount of data accumulation,artificial intelligence and other technologies,and the digital transformation of financial technology means to further improve the customer service ability.Not only is it continuously reinforcing the individual customer management system of"hierarchical group classification",which is digital "armed",and the maximum degree of release of service quality.However,for the moment,it is still in its infancy,focusing on the availability of short-term customers,how to maintain long-term relationships with customers and achieving win-win results.This paper is based on the financial technology background of JS bank,which combines the 4r marketing theory of don e.schuhz,and studies the marketing development strategy of the traditional state-owned enterprises through modern perspectives.First,based on the 4r marketing theory,the analysis of the present situation and problem of JS bank retail business is analyzed.Secondly,the PEST model is used to analyze the changes in the external environment in which JS bank’s retail business is located,and the micro-environment analysis model is used to analyze the competitive environment of JS bank’s retail business.Then,use the swot model and matrix to analyze the advantages,disadvantages,opportunities and threats of the retail business of JS bank.Using the STP theory,the target market and marketing strategy of JS bank retail business are proposed.Then,using the 4r marketing theory,the marketing innovation strategy of JS bank retail business was put forward in terms of customer contact,market reaction,relationship interaction and marketing interaction.Finally,this paper puts forward the suggestions on the implementation of the sales strategy of JS bank retail marketing strategy from the organizational results of the organization,the marketing human resources and the intelligent wind control system,and the implementation of the sales strategy of the sales strategy of JS bank is solved.The innovation of this article has a:(1)research perspective.As a secondary fermentation product of emerging technology,financial technology will bring fresh development opportunities for commercial bank retail business development,and this paper studies the current development direction of JS bank retail marketing in the context of financial technology.(2)innovation in the framework of research.Based on the analysis of the 4r marketing theory framework,this paper is based on its relationship,response,relationship and return,and the long-term relationship with JS bank retail business customers is made,and the marketing innovation strategy of retail marketing is proposed,which makes the unique competitive advantage of JS bank. |
