| Under the background of slowing down the growth of China's real economy,China's commercial banks,as traditional financial institutions,are facing internal and external troubles such as shrinking funds of upstream and downstream enterprises,tightening deposit and loan spreads,and endless emergence of online financial products.Relying on the national macroeconomic policies,the brutal development cycle of taking the interest margin in traditional deposit and loan business as the main income is gone forever.Vigorously promoting the development of retail business and taking the transformation and development of retail business as the new profit growth point of commercial banks have become the consensus of China's commercial banks' development at this stage.China is facing a serious population aging problem.The number of elderly customers is huge and the trend of continuous growth is irreversible.By 2020,China's elderly population will reach 255 million and the aging level will reach 17.8%.Objectively,the elderly customers will become one of the largest customer groups in financial services.With the continuous improvement of the living standards of Chinese residents,the total amount of disposable wealth of residents has increased rapidly,and the investment demand has increased accordingly.As a special group of individual customers,the elderly customers,due to the change of life cycle,have lower income and cannot resist greater risks.Especially in the face of the capital market,after the baptism of market ups and downs,the elderly customers subjectively have to choose a safe and worry-free investment mode and rely on financial institutions to manage their own finances steadily.In addition,the Chinese government and financial industry supervision departments strongly support financial institutions to develop retail business and senior finance,continuously establish and improve the rules and regulations of retail business of financial institutions,and guide and urge commercial banks to improve their product and service systems.Faced with the growing market share of elderly customers,subjective changes in investment demand of elderly customers,and increasingly stringent requirements of regulatory authorities on financial products and services for elderly customers,China's commercial banks must provide effective financial products and services for elderly customers and matching marketing strategies to maximize the financial needs of elderly customers,meet the policy requirements of regulatory authorities,continuously increase the market share of elderly customers in the region,make intensive efforts to enhance the contribution of elderly customers,and become an important profit-making point in the retail business of commercial banks.Huaxia Bank Changchun Branch was established in August 2011 and is currently in an important stage of market expansion.Based on the theory of marketing,this paper analyzes the implementation status and market environment of marketing strategies for related financial products and services for the elderly customer groups of Huaxia Bank Changchun Branch,and understands that there is still great room for development in the financial market for the elderly customer groups.Through SWOT analysis to further explore the specific causes of the problems,the research and implementation of marketing strategies for products and services of senior customer groups in Changchun Branch of Huaxia Bank will solve the current difficulties and challenges.At the same time,combined with the marketing knowledge learned,a set of practical and effective marketing strategies for products and services of senior customer groups will be formulated with the objectives of optimizing products,improving services,developing new markets and meeting customer needs.Through the formulation of service marketing strategy to create differentiated products and services,complete the transformation from the goal of profit maximization to the goal of enterprise value and customer satisfaction. |
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