Research On Differentiated Marketing Strategy Of H Bank Z City Branch Business Based On Customer Segmentation Theory

In recent years,the financial industry represented by commercial banks has made outstanding contributions.As the cornerstone of traditional banking business,corporate business accounts for half of the total assets,operating income and profits.In the new economic form,the development of commercial bank's corporate business is affected by many factors,but also met with severe challenges.Internally,policy banks,large state-owned banks,joint-stock commercial banks and local banks seize market share with each other.Externally,the deep involvement of other non-bank financial institutions,such as securities firms,trusts and insurance,in the capital market squeezes the development space of bank's traditional corporate business,and the buyer's market of corporate business has already taken shape.The change from the bank-centered seller market to the customer-centered buyer market has made it difficult for commercial banks to cope with the current market competition situation by using traditional marketing methods and financial products.The traditional marketing system and marketing concepts need to be fundamentally changed.Under this background,the development and promotion of commercial bank's corporate business need to participate in the market through new marketing strategies and marketing means,market-oriented,customer-centered marketing concept.In the relatively full market competition,the rational use of marketing means has become an important weapon for commercial banks to seize the business market of the company.As an important theory of marketing,customer segmentation and differential marketing has become a marketing strategy for commercial banks to develop their business.This paper mainly analyzes and applies the methods of customer segmentation and differential marketing to provide feasible strategies for the business development of H bank.Through the analysis,it is found that the business marketing system of H Bank Company has some problems,such as the backward customer management system,the unclear enterprise brand positioning,the lack of differentiated design and characteristics of financial products and services,the impact of risk control on differentiated marketing,and so on,which affect the marketing promotion of H Bank Company's business.In this paper,STP theory is used to analyze the business segmentation market and market positioning of H Bank Company to determine the target market.The target market is divided into three categories: active entry,cautious entry and prohibition of access.According to the customer contribution of the target market,the target customer group is locked.And then in the product,service,risk control,cost,marketing mechanism,customer dynamic management six aspects of the formulation of targeted differential marketing strategies,improve the H bank differential marketing system.At the same time,through realizing the theoretical training and business guidance of marketing personnel's differentiated marketing strategy,establishing perfect customer management system and tracking evaluation mechanism,establishing exchange and sharing mechanism of customer information and demand with backstage support departments,improving the performance evaluation mechanism and other aspects of the system guarantee,the business of H Bank Company will be realized.The optimization of differentiated marketing system.