Research On Differentiated Marketing Strategy Of Pension Finance Business Of Y Bank Z Sub-branch Based On 4R Theory

At present,our country has entered the deep aging society,and presents some problems such as large scale and fast speed of the aging population,and getting old before getting rich.Actively dealing with the aging population and building a healthy China has become a national strategic.Facing new opportunities and challenges in the development of pension finance.On the one hand,PSBC must correctly grasp the market positioning and development direction,find appropriate marketing strategies to expand middle-aged and elderly customers,and help the stable and sustainable development of retail business.On the other hand,it is also necessary to form its own unique and differentiated competitive advantages through continuous innovation,so as to provide broader ideas for the development of pension finance.Based on the theoretical research of pension finance business concept and marketing strategy,this paper takes Y Bank Z Sub-branch as an example to analyze the marketing status of pension finance business and point out the pain points based on customer satisfaction survey.Use PEST analysis method and Five-Forces Model to analyze the external macro and industry competition environment,and then use Analytic Hierarchy Process to analyze the internal and external advantages and disadvantages under the SWOT model,and get the best competitive strategy;Finally,by investigating and studying the financial and non-financial needs of middle-aged and elderly customers,the paper clarifies the differentiated marketing strategy of Y Bank Z Sub-branch,which is different from other commercial banks by building theme bank,ecological bank,community bank and discount bank,so as to occupy its due position in the pension financial business market and build a brand of characteristic operationThrough research,it is found that although the pension service financial business market is broad and has a good prospect,the pension attributes of the existing "pension finance" products are not obvious,and there is an extremely unbalanced phenomenon between the supply and demand of pension finance.At the same time,the pension financial needs of the pension group are very diversified,but the marketing strategies of commercial banks are the same.This paper takes 4R theory as the framework,combines the differentiation competition strategy,deeply thinks about the future development direction of pension financial products and services,puts forward specific and distinctive strategy suggestions for the development of pension financial business,and inspires commercial banks to deeply explore the pension financial business market.