银行中低端客户的营销策略研究

【作者】 张玉；

【导师】 来尧静；

【作者基本信息】 南京工业大学 ， 工商管理， 2015， 硕士

【摘要】 近年来,我国的经济社会生活发生了很大的改变,经济的增长、人均收入的提高激发了人们对于投资理财的需求,这给银行个人理财产品带来了广阔的市场空间。中国加入世贸组织以来的十多年时间里,国内个人金融业务领域与国际市场接轨,各家商业银行积极发展个人金融业务,纷纷把个人理财业务纳入到商业银行的战略重点中。但是随着银行个人理财市场的爆发,也呈现出一些问题,如:只注重高端客户,忽略中低端客户;市场细分笼统;营销策略针对性差等。随着银行客户争夺日趋激烈,银监会“35号文”(《关于完善银行理财业务组织管理体系的有关事项通知》)要求,客户市场细分为一般客户、高净值客户和私人银行客户。目前,高净值客户和私人银行客户发展的较早,出现了市场瓶颈,针对中低端的一般客户将是银行下一步争夺的重点,因此本文主要针对银行的中低端目标客户的营销策略问题展开研究。本文从商业银行个人理财业务发展的现状开始入手,在对个人理财的概念、商业银行个人理财产品的发展趋势以及商业银行个人理财业务的市场环境进行介绍和分析的基础上,再对个人理财客户群体以及个人理财存在的问题进行剖析,以期找出个人理财产品对中低端客户营销的难点。最后针对营销中的问题和难点,提出:树立正确理念破除庸俗关系营销;针对中低端客户各细分市场进行差异性营销,提高其对银行的忠诚度;借力互联网为中低端客户构建SNS平台,加强中低端客户关系的培养与后续支持策略等思路。本文的重点不在于研究传统的高端理财客户,而是适应理财市场的新变化,挖掘并发展中低端客户市场。希望通过本文的介绍和分析,对商业银行制定个人理财产品对中低端客户的营销策略起到一定的借鉴作用。更多还原

【Abstract】 In recent years, great changes in China’s economic and social life,Economic growth,Increasing the per capita income stimulates investment demand,This brought a broad market space for banking individual wealth management products,China join WTO since ten years, the domestic personal financial business areas of convergence with the international market, The positive development of personal financial business of commercial banks, personal financial management into the strategic focus of commercial bank.With the outbreak of the personal financial market banks, also presents some problems: such as the only focus on the high-end customers, neglect of low-end customers, market segmentation in general, marketing strategies targeted poor etc. With the increasingly fierce competition of bank clients, the CBRC "35 article"( "on improving the banking business organization management system related matters notice") requirements, customer market segmentation for the general customers and high net worth clients and private banking clients, The earlier high net worth clients and private banking clients development bottleneck, the emergence of a market, aimed at the general customers in the low-end will be the focus of the next step for the bank, expand marketing strategy research of this paper mainly in the low-end target customers for the bank.This paper mainly from the current situation of the development of personal financial business of commercial banks began to start, the concept of personal finance; introduced the development trend of commercial bank’s personal financial product and the personal financial services of commercial bank market environment, through the summary of personal financial customer group analysis and personal financial problems were analyzed, and find out the difficulties in the relationship marketing of personal financial products in the low-end customers, and explore for low-end customer relationship marketing strategies to solve these problems and difficulties, put forward to establish a correct concept of breaking the vulgar relationship marketing, relationship marketing on the needle makes difference in the low-end customers in each market segment, to improve their loyalty, leveraging the Internet Banking for low-end customers to build the platform of SNS, experience relationship marketing value, strengthen the training of the low-end customer relationship and follow-up support strategy. The focus of this paper is not the traditional high-end customer, but to adapt to changes in the financial markets, with relationship marketing means mining in the low-end customer market..Hope that through the introduction and analysis of this paper, a reference to the role of relationship marketing of commercial banks personal financial products to low-end customers play.更多还原