Research On The Marketing Strategies Of College Customer Group Of Bank A

At present,China's economic growth is changing from high speed to medium speed,And the downward pressure on the economy is greater.At the same time,under the impact of interest rate liberalization,Internet finance,the development of capital market,And the market Access liberalization,commercial banks' profits growth has slowed down,And it is urgent to practise strategic transformation,find new profit growth points And cultivate customer groups with great potential.By the end of 2018,the total scale of college students in colleges And universities has reached 36.95 million.The college market has A large volume And strong potential,And has A high contribution to commercial banks.With the change of the young generation's consumption concepts,the credit market in college is very Active,And the potential for payment And settlement in the campus market is huge.The campus is the "blue ocean" for the expansion of the commercial banks' markets.However,with the development of the industry,many informal online loan financial institutions have entered university campuses,And there Are A large number of illegal operations And even illegal Acts in many links.Many college students who fell into the illegal campus loan trap ruined their great future! Most college students Are not deeply involved in the world.They do not have enough Ability to distinguish the Authenticity of financial products,it is inevitablethat there will be irrational debt-consuming behavior.On the other hand,some college students lack A correct outlook on consumption And fail to handle the relationship between Academics And consumption,which leads them to fall into campus loans.Therefore,financial institutions Are obliged to guide students to establish financial management concepts And financial security concepts.They should enrich financial methods And tools to serve college students,to build A healthy And efficient financial ecosystem for colleges And universities.As A large state-owned commercial bank,Bank A was involved in the expansion And service of the university customer group earlier,And has Accumulated relatively rich experience.However,due to the low precipitation rate of financial Assets of college students And the weak contribution to the current period of the bank,Bank A still focuses on company business And institution business in terms of financial services for colleges And universities,such As corporate deposits,loans,And Agency payment,"campus card",etc.,but lack of financial products And services specifically designed for college students.Therefore,based on an in-depth analysis of the characteristics of the university customer,And combined with the actual situation in the questionnaire,this paper sorts out the advantages and disadvantages of Bank A's customer service in the university,And Applies the STP to analysis the market segmentation,market target And market positioning of bank A,put forward the marketing strategy that Bank Ashould take when serving the college customer base,And then Achieve Bank A's strategic goal of building A college financial ecosystem.The study found that,first,building A financial ecosystem for colleges And universities is the development trend for commercial banks in serving college And university customers.Commercial banks cannot serve the university,students,faculty,And business / merchants / third-party organizations As independent marketing entities.Instead,they should make overall planning and systematic consideration to build An efficient And stable financial ecosystem for colleges And universities.Second,commercial banks should provide more different products And services to college And university customers to get competitive advantages And improve the satisfaction And loyalty of college And university customers.Third,commercial banks need to fit the behavior of the college customer,depending on advanced technology to create efficient And convenient physical channels,so they can improve the customer experience,And have the more opportunities to get more customers.Fourth,commercial banks should Actively explore how to establish A college student credit system.They should do the initial credit evaluations in the very beginning,And gradually improve the customer credit in the process of subsequent interactive services with them.Fifth,the financial supervision department should Also incorporate the credit evaluation of the college student group into the construction of the entire social credit system,And link its creditsitu Ation before employment with its employment evaluation And the financial services it can enjoy,so As to encourage everyone to cherish their credit situation from their school days.Thereby we can improve the credit system of the whole society.