A Study On The Development Countermeasures Of C Branch's Elderly Retail Market Under The Trend Of Population Aging

At present,China is facing the challenge of population aging.As an important part of the national economic industry,the banking industry needs to take effective measures to actively respond.The current situation of “being old before getting rich” in China has made the elderly customers have strong investment and financial needs,and a vision of value preservation and appreciation.These high-saving Chinese senior citizens will also bring opportunities for the development of bank retail business.This study uses the C-point behavior sample where the author is located for empirical analysis,focusing on the theme of population aging and elderly retail market,and exploring effective development strategies.Through the analysis of the current status of C branch's retail business,customer structure,and performance contribution,it is found that under the combined influence of internal and external environments,the total number of middle-aged and elderly customers of the bank is large,growing fast,and contributing much.The senior retail market is the core force driving the development of the retail sector of the C branch.Through the questionnaire and face-to-face communication,we learned about the evaluation of the service status of the C branch by the elderly customers and the characteristics of business needs,and clarified the direction of improvement in service content,product design,and value-added support.Using SWOT,it analyzed in detail the advantages,disadvantages,opportunities and threats of the development of the old retail market under the background of population aging in Branch C,and proposed the urgency and necessity of the bank to change its business philosophy.Finally,based on SWOT analysis,the next development strategy was clearly defined.The C branch should attachgreat importance to the development of the elderly customer group,change the working ideas in a timely manner,and actively change in business philosophy,evaluation focus,resource investment,etc.Use new service tools to tap the value of the customer base and form a good reputation among the elderly customers;to develop and design special accounts and products exclusively for the elderly customers,to improve their influence and competitiveness in the market for middle-aged and elderly customers;Medical scenes,health care scenes,consumption scenes and learning scenes that are closely related to life enhance the happiness and loyalty of elderly customers.The elderly customer group will be the key customer group for the C branch to achieve some business over-takings.This research highly matches the target re quirements of the first personal financial banking strategy proposed by the C head office in 2019,which can help the C branch in this segment of the elderly retail market.In the market,providing more practical help will help Bank C to gain a competitive opportunity,which has practical significance for the development of C branch's personal financial business.