Research On The Promotion Strategy Of Personal Customer Base Of Z Bank

Personal customer base is the foundation for the survival and development of commercial banks.With the vigorous development of financial technology,people’s production and life style,consumption behavior habits,financial management ideas,and service selection preferences have been profoundly changed.The market ecological environment has also undergone substantial changes,and has had a huge impact on the traditional business model of commercial banks,customer relationship management model and profit model.At the same time,China’s economic and social development has entered a new era,the openness of financial markets has reached a new level,the behavior of individual customers has changed,and the development of financial science and technology has entered a new stage.These factors will form a new pattern of commercial bank management and development.Z Bank needs to further study the strategies and practices in the new situation and new environment,actively use new technologies and new models to reconstruct the personal customer relationship management system,and comprehensively break through the difficulties and difficulties of personal customer infrastructure construction.How to improve the personal customer base,optimize customer relationship management,and enhance customer value contribution has become a key issue that needs to be studied and overcome in front of Z Bank.Personal customer infrastructure construction is a systematic work,including customer marketing,product service,management mechanism,scientific and technological support,channel operation,team construction,and concept culture construction.Z Bank takes personal customer infrastructure construction and customer relationship management optimization as long-term and strategic projects,and has carried out many explorations and practices in this field.Based on the theory of customer relationship management,customer value theory and customer segmentation theory,this thesis summarizes the current situation of Z bank’s personal customer base,judges the problems existing in Z bank’s personal customer base and analyzes the causes of the problems.Overall,Z Bank in the personal customer infrastructure,customer relationship management,there are many problems and shortcomings,mainly in the customer base is weak,poor customer structure,lack of customer management,profitability is not strong,science and technology is relatively backward,lack of empowerment development,lack of collaborative linkage,operating efficiency is not high,channel integration is not enough,customer stickiness is not strong,risk control management is weak,extensive business model,talent team loss,service ability is weak and so on.In view of the existing problems,the promotion strategy of Z Bank’s personal customer base is clarified from eight aspects,including strengthening the construction of key customers,accurate hierarchical management,accelerating the digital transformation,strengthening the construction of scenes,strengthening the coordination and linkage,creating an open channel,strengthening the operation of risk control,and strengthening the team construction.The strategic guarantee measures are put forward from five aspects,namely,organization,mechanism,science and technology,cost,and culture.This thesis takes the personal customer infrastructure construction practice of Z Bank as the research object,and pays attention to the new trend,new characteristics and new changes that Z Bank faces in promoting the personal customer infrastructure construction.Through literature analysis,expert interview and case analysis method,this thesis summarizes the current situation and analyzes the problems.Taking solving practical problems as the starting point and foothold,this thesis puts forward countermeasures and safeguard measures to solve the problems,and provides a scientific and reasonable practical path for the improvement of the personal customer infrastructure of Z Bank.At the same time,it also provides a detailed reference for other commercial banks to strengthen the personal customer infrastructure,optimize customer relationship management and improve customer value.