Marketing Strategy Research On High-end Customer Of HZ Bank

HZ Bank is a sub-branch of a state-owned bank of China in Heilongjiang Province,under the overall strategic orientation for focus on “ individual financial business ” of Heilongjiang branch,in recent years personal financial business has been rapidly developed,so that the income proportion of personal financial services has been improved,but due to the impact of the economic environment and the limitation of bank itself,nearly two years bank income and net profit become to fall down.While the development of personal financial business depends on the individual customer's quality and scale,compared with the general customers,although the number of high-end customers accounts for the proportion to be small,their contributions to the bank are great.High-end customers,especially high-net worth clients have been pursued by every bank.Therefore,how to do well in the marketing of high-end customers,improve the service ability and market competitiveness are urgent problems to be solved by HZ Bank.This paper firstly introduces the development situation of HZ Bank,analyzed the marketing situation of HZ bank in high-end customers.Based on the analysis of macro and micro environment of HZ Bank,the advantages and disadvantages,the opportunities and challenges of HZ Bank are summarized by using SWOT model.Secondly,the STP theory is used to reclassify and locate the marketing of high-end customers in HZ bank,and the marketing theory of 4C is applied to improve the strategy design from four aspects: customer,cost,convenience and communication.Finally,from the six aspects of organization,staff,system,financial resources,information technology and enterprise culture,the corresponding measures are put forward to ensure the smooth implementation of marketing strategy.