| In recent years,the rapid development of China’s economy,increasing the number of residents,residents of the preservation and appreciation of the value of the increasingly urgent demand for investment and financial management will become increasingly strong.Commercial banks in order to meet market demand for individual investors have launched a personal financial service.But the personal financial business as a new business,there is no experience of China’s commercial banks accumulated to imitate foreign banks,lack of financial innovation,lead to the homogenization of serious competition,hinder the development of personal financial business.Customer service differentiation is the commercial banks according to the different target customers’ financial needs to provide high quality differential service,can effectively improve the customer satisfaction,and customer loyalty,to get more high value customers,enhance the profitability of banks,the commercial bank’s long-term competitive advantage.It can be seen that customer differentiated services have important strategic significance to the development of personal financial services of commercial banks.This paper is based on the market segmentation theory,the fine service differentiation theory,taking Dalian A bank as the research object,to customers personal financial business of A Bank of Dalian launched an in-depth analysis and research of differentiated service integrated approach.Firstly,the concept of personal financial services and classification are discussed,and the theory of market segmentation concept,the connotation of customer differences are analyzed,which establishes the theory foundation for the further research of Dalian A bank;then,the status quo of alienation of the customer service status,Dalian A bank financial products launched by the difference analysis.The analysis found that the current Dalian A bank is influenced by the macro financial environment and the bank’s internal micro management,differentiated service still exist many problems for different customers,influence the formation of personal financial business core competitiveness;in order to objectively subdivide the Dalian A bank’s personal financial services customers,constructed by the customer return the ability to cooperate with customers,customer potential ability as the core index of customer value evaluation index system,and using AHP method To build a customer segmentation model,according to the requirements of the model of personal financial business customers are divided into platinum,silver,copper and four kinds of potential customers;finally,according to the characteristics of the four types of customers are put forward the difference service strategy.At the same time,in order to ensure the smooth implementation of customer differentiation service strategy,the paper puts forward the safeguard measures for the implementation of customer service differentiation strategy. |
