Research On The Personal Long-tail Customer Marketing Strategy Of Huaxi Branch Of JS Ban

With the wave of fin-tech,the emergence of third-party financial platforms,the online migration of customers’ financial consumption habits and the individuation and diversification of costumer demands.Commercial banks are facing unprecedented challenges in individual customer marketing.For a long time,banks have concentrated their competitive power on VIP customers,but it’s becoming saturated due to limited growing space.However,the long tail customer has been neglected by banks,which lead to costumers’ low satisfaction,asset degradation and even customer loss.The long-tail customer group is stable and their pooled value contribution is comparable to that of VIP customers’,and more importantly,the future potential is sublime.In recent years,our country vigorously promotes the policy of inclusive finance,and strives for the masses to obtain appropriate and effective financial service at an affordable cost.Banks have to rethink the new profit growing point.This paper will take JS bank Huaxi branch as the research object,in the review of domestic and foreign commercial banks for the long tail customer marketing theory,on the basis of "put forward the problem,analyze the problem,solve the problem" research ideas as the main line.Firstly,it introduces the research background and significance of personal long tail customer marketing in commercial banks.Secondly,starting from PEST analysis,SWOT analysis and competitor analysis,this paper combs the basic situation and marketing status of JS bank Huaxi branch.Thirdly,STP marketing strategy theory and 4P marketing mix theory are used to explore the main problems existing in personal long tail customer marketing.Then carry out objective analysis,and put forward targeted suggestions for improving marketing strategies.Finally,the organizational guarantee of human resources,organization management,service management and other aspects are described.This paper will comprehensively use literature research method,case analysis method and questionnaire survey method to make a scientific and systematic study of commercial banks’ marketing of individual long tail customers.It is analyzed that JS bank Huaxi branch mainly has problems such as homogenization of low threshold product,poor integration of products that applicable for long tail customers,single pricing system,physical outlets are not fully covering long tail customers,lack of universality of equipment,extensive marketing of long tail customers and so on.And put forward the reorganization of line products to meet the diversified needs of long tail customers,accurate differentiated pricing system,optimize the outlets to improve the long tail customer service coverage,strengthen the team training to improve the long tail customer marketing efforts and other marketing improvement strategies.It aims to provide new development ideas and reference for the maintenance of personal long tail customers for commercial banks.