Analysis On Precision Marketing Strategy Of Individual Medium And High-end Customers Of HS Bank S Sub Branch

In today’s fast-moving financial and internet economy,the market economy environment is changing day by day.There are more and more people with more assets in my country,and many commercial banks have begun to focus on expanding medium and high-end customer groups,maintaining and competing for objects,and their importance in the development of banks has gradually become prominent.Under the current situation that customers are increasingly pursuing diversified needs,they are also pursuing more personalized services,and traditional business transactions alone cannot meet the relevant requirements of customers.Originally,HS Bank S Sub-branch had certain competitive advantages in the marketing of mid-to-high-end customers.With the expansion of business scope,the information transmission between superiors and subordinates is smooth,the location of outlets is relatively reasonable,the business segmentation of outlets is optimized,and the bank’s basic products are innovated.Failing to keep up with the trend of the times,HS Bank S Sub-branch cannot effectively utilize the resources of medium and high-end customers.In order to enhance the core competitiveness of HS Bank S Sub-branch,how to accurately identify the financial service needs of mid-to-high-end customers,based on the industry’s operational realities.,and to formulate corresponding customer marketing strategies for the mid-to-high-end customer groups,becomes very important.This paper takes the S branch of Huishang Bank as the research object,middle and high-end customers as the research group,and the establishment of precision marketing strategy as the research purpose to demonstrate.First of all,it uses the theoretical research method to explain the concept of relevant mid and high-end customers,and further deepen the significance of the research.It elaborates the theory of customer relationship management,precision marketing,STP marketing theory,etc.,providing a theoretical basis for subsequent research.Secondly,the case analysis method is used to take the S branch of Huishang Bank as an example to introduce the current situation of the management of middle and high-end customers of S branch,as well as the marketing methods and channels,and to analyze the macro and micro environments faced by the business of middle and high-end customers of S branch.In order to objectively evaluate the marketing situation of S sub branch’s medium and high-end customers from the perspective of customers,a questionnaire was designed to investigate the marketing situation of S sub branch’s medium and high-end customers.It was found that the products of S sub branch’s medium and high-end customers were seriously homogeneous,which was difficult to meet the personalized needs;The customer needs are not well understood,and the customer stratification is still to be optimized;The marketing channel management is extensive,and the intelligent distribution needs to be strengthened;Promotion activities become mere formality,lacking systematic marketing plan;Lack of professional service personnel,unreasonable customer management allocation,a total of 5 problems.In view of the shortcomings of S sub branch’s medium and high-end customer marketing and the results of environmental analysis,this study explores the market positioning of Huishang Bank’s S sub branch’s medium and high-end customer precision marketing based on STP theory.Finally,according to the above research results,precision marketing strategies are proposed from five aspects:product,channel,promotion,personnel and relationship marketing,and implementation safeguards are given.