Research On Marketing Strategy Of HX Commercial Bank LC Branch For The Elderly

In recent years,the scale of China's elderly population continues to expand,and the aging process is accelerating.With the rapid development of China's social economy and the continuous improvement of people's living standard,the income of the elderly has also been increasing.After years of accumulation of assets,the elderly often accumulate a certain amount of personal wealth.With the increasing awareness of self-care,the elderly have a higher demand for personal assets and wealth management.At present,the retail business of commercial banks,as the main source of traditional business profits,is related to the reputation and position of commercial banks in the society.The development of retail banking is the development trend of the domestic and international banking industry.To understand the current environment of rapid aging,for the local elderly customers LC capital strength and financial demand understanding,combined with my experience in the HX retail financial department management personnel work,preparing for the study of HX bank LC branch for the old retail marketing strategy.The research of topic selection in this paper has both theoretical and practical significance.On the one hand,through the analysis of customer stratification,combined with the local elderly retail market investment behavior,financial services needs,refer to the local government departments to publish data and literature collection of information on the local retail market analysis,obtained in the context of aging,How to set up the marketing strategy for the old-fashioned customer market,and provide the guidance and reference for the government departments and the relevant decision-making institutions to ensure that the elderly realize the value-added and preservation of the wealth and enjoy the relevant system for years.On the other hand,on the premise of the actual work,this paper,under the premise of comprehensive theoretical research,exploratory study of HX Bank LC branch of the elderly retail marketing strategy,to help verify the practice of work to help commercial banks to win Business interests and social influence,have a strong practical significance.In the process of research,the author elaborates the related concepts of population aging and banking retail business,and introduces the marketing theory and service marketing theory respectively.But also through the literature research method,the literature and scholars on the bank retail marketing related research results to collect,organize,summed up the characteristics of old customers retail financial behavior and bank retail marketing strategy.Then,the paper describes the business profile of the research object,and describes the four stages of its retail business content and retail business marketing,and lists some old retail marketing experience.In the context of the Internet and large data applications,commercial banks on the Internet and retail large data applications into all aspects of life,which the introduction of commercial banks on the application of large online data-personal customer relationship management system(referred to as CRM).Then,through the comparative analysis method,based on the existing CRM system data of the HX Bank LC branch of the national joint-stock commercial bank,this paper validates the financial demand and capital strength of the old customers by dividing the contribution of the age to the individual customer's contribution and the financial investment behavior The And the existing retail customers by age analysis of the characteristics of their needs,the elderly on the retail products,financial services and other needs of different age groups,proposed HX Bank to increase efforts to support the elderly financial and the implementation of differentiated marketing necessary Sex.Then,through interviews and questionnaires,we collected the characteristics of retail personal financial needs of individual customers and elderly customers,and obtained the concrete financial needs and investment behavior of the elderly.To develop a marketing strategy,you need to first clear their own advantages and disadvantages and external environment in the opportunities and threats.I SWOT analysis of the old retail market,HX Bank LC branch has a brand awareness,network location,and the local government good relations of cooperation,better management system and other internal advantages,but also the lack of accurate market positioning,network construction efforts,service advantages Weakening,organizational structure and other internal weaknesses.Later,I also elaborated on the development of the elderly retail business in line with the industry environment trends,joint-stock commercial banks to develop retail business competitive advantage of external opportunities,illustrates the commercial banks outside the fierce competition,the concept of old customers need to cultivate the threat.Through the comprehensive research,it is clear that the HX Bank LC branch is aimed at the market orientation of the retail business of the elderly customers.Based on the theory of marketing 4P and the 7P theory of service marketing,this paper puts forward the strategy of product strategy,channel strategy,Relying on CRM process strategy,promotion strategy,personnel strategy and other marketing strategies,put forward the implementation of the safeguards to help HX Bank in the LC local shaping comparative advantage,to create the core competitiveness,to maximize the commercial interests and social influence.This article quotes a large variety of individual customer samples,with the help of CRM data,data show the way to divide the individual customer within the HX market segmentation of the situation,through the stratified comparative study,effectively find the elderly customers Financial characteristics and differentiated demand,combined with the analysis of CRM system based on the elderly customers to carry out the refinement and standardization of service,maintenance,marketing,retention and other life cycle customer relationship management application process.In the process of providing retail services to elderly customers,it fully embodies the application of existing large data,but also the innovative application of large data in practical work.In addition,this article studies the old customers to do the entry point,the retail banking marketing strategy research,is a more innovative research topic,but also the innovation of this paper.Finally,we hope to provide guidance for HX Bank LC branch to carry out the retail business of old customers and provide reference for promoting the development of old retail market of commercial banks in China.