Service Marketing System Design Of The Low-end Customer In CMBC Guangzhou Branch Based On The Long Tail Theory

Under the background of economic new normal and marketization of interest rate,it would be difficult to continue that in the past bank staking out their turf and emphasizing business scale and experience and ignoring customer management and data management.With the accelerated process of marketization of interest rates,banks face a substantial margin of net interest margin to narrow the real pressure.Bank's simple interest rate differential model can't maintain a high level of profitability.At the same time with the financial disintermediation,cross-border competition under the impact of the internet and serious homogenization of financial products,customers and their families have also had a profound change in financial demand.These have put forward higher request to the bank's service.Therefore,banks need to win a place in the fierce competition to win more customers.And the low-end mass customer is essential in commercial bank.Under the advantages of the Internet without borders and cross fields,banks should make full use of vast amounts of customer resources and data information,and respect the individual and differentiated needs of different customer groups to multi-channel integration and to carry out seamless collaboration of online and offline services and to realize the integration of online and offline service marketing model.In the process of system operation,interactive communication and service scene design,the bank should always pay attention to customer experience to create a ‘customer centered' in the low-end customer service marketing system.Banks need to fully grasp the customer needs,fit the customer experience to enhance customer satisfaction and loyalty,and to achieve the ultimate realization of the product's precision marketing based on the low cost operation and create more profits for banks.Based on the long tail theory and the basic principles of bank service marketing,this paper analyzes the current situation of the low-end customer service marketing of the entire banking industry.Through the analysis of domestic and foreign commercial banks in the low-end customer service marketing situation,the paper emphasizes the importance of the bank to do a good job in the low-end customer service marketing.At the same time,the paper takes the CMBC Guangzhou branch as the research object,analyzes the current situation and problems of the service marketing mode of the low-end mass customer.Through the segmentation of the low-end customer base,the determination of target value customers and target customer demand mining,low-end customer value analysis and mining standards and rules are determined.Through to low-end target customer group behavior characteristics,service characteristics from the target customer follow-up and relationship maintenance process,customer information management processes and consultant marketing process analysis and research,the paper develops marketing service process and service blueprint design.Finally from the aspects of organization structure design,positions and responsibilities set,system construction,performance management,staff training and other proposed security and control measures for the implementation of the service marketing system,ensure that the final implementation to meet customer demand,improve customer satisfaction as the goal,low cost high efficiency in the low-end customer service marketing system.