Research On Customer Expansion Strategy Of ICBC Y Branch Based On The Long Tail Theory

By elaborating the long tail theory and applying SWT analysis,this paper makes a detailed study on the operation of Y branch of ICBC.We believe that in the past operation,the banking industry is a strong advocate of the 80/20 law,and its main operation is to expand and maintain a small number of high-end customers.However,with the rapid development of China's Internet technology and the constant change of the social financial environment,ICBC,as a traditional banking industry,is facing great changes in its competitors and customer needs.As a secondary institution Y branch of ICBC,it should not only compete with Banks with similar development situation in operation,but also compete with joint-stock Banks,and it is faced with a strong impact from the Internet.While the external business environment is changing rapidly,Y branch is also faced with many problems such as unreasonable staff structure,insufficient customer service staff,limited coverage of customer management and accounts,and gradual loss of existing customers.With the acceleration of interest rate liberalization,the interest margin of Banks' main profit source is narrowing rapidly,but the interest margin model can no longer maintain the sustainable and stable development of Banks.The birth of the long tail theory is accompanied by the development of network technology.As the channels for customers to obtain information are constantly increasing and the products or services customers can choose are constantly increasing,the tail in the demand curve is playing an increasingly important role.As a state-owned commercial bank with many years of operation,ICBC Y branch has a large number of customers.Most of these customers are long-tail customers who are neglected,and the potential contribution and potential of these long-tail customers is very huge.Through the research,it is suggested that ICBC Y branch,relying on ICBC's overall financial technology advantages and the guidance of the long tail theory,conducts classified management and centralized service for long tail customers by setting up a customer service center in the operation.In view of the long tail customer segmentation and target customer demand mining and service characteristics,from the target customer focused and customer relationship maintenance,such as information management,the housekeeper type service process for process design,from the and safeguards of organization,system guarantee service system of the implementation of the safeguard and the control measures are put forward,and ultimately achieve customer satisfaction,customer value as the goal,the low cost of the long tail of customer service system.