Analysis On Marketing Strategy Of Bank Products For Old Customers

With the economic development,population aging has become a social problem that all developed countries and most developing countries have to face.As one of the countries with the fastest speed and highest level of aging population,our country falls across in obvious impact.In the process of the social development,we have to consider important problems such as how to coordinate the sustainable development of population and economy,and how to create the optimization of the pension system with the minimum impact.Along with our country gradually entering an aging society,the potential financial demand of the elderly is also growing,aging has become the "New World" in the field of financial market,more and more banks begin to focus attention to the elderly market.Based on the social reality of aging population and pension system construction,this article analyzes exploration mode of elderly in commercial bank.By using the date of elderly customer in commercial bank,analyzing financial behavior,character,and financial requirements of elderly customer group,it is concluded that we should change from the traditional single product strategy to integrated marketing strategy of old customer business philosophy in commercial bank.On the basis of strategies which are already established,this article also utilizes brand strategy and price stratrgy of product,and borrows precious ideas from urban renewal in Jiangsu Province and E-community of Bank A.And this article effectively combines 4P and 4C,designs community band to create a pension and information platform which uses community band as basic carrier.Based on socialization operation,imformationization operation and marketing operation,involved with social forces,in order to bring convenience to community residents,especially for the aged.From the results of the whole article,the marketing strategies based on 4P theory offers useful reference for old customers marketing of commercial banks.Community band product and marketing strategies made for pension business of Bank A also provide innovative ideas with service model and profit model of commercial bank.