基于消费者行为的A银行工薪阶层客户营销策略研究

发布时间：2018-01-11 21:28

本文关键词：基于消费者行为的A银行工薪阶层客户营销策略研究　出处：《内蒙古大学》2017年硕士论文　论文类型：学位论文

【摘要】：2015年以来,我国经济运行面临着较大的下行压力,商业银行的经营风险和经营成本上升,面临着经济环境和同业竞争的诸多挑战,储蓄存款、支付结算等传统强势领域受到了巨大的冲击。对A银行而言,工薪阶层客户无论从客户数量还是资产占比上,都具有十分重要的战略地位。随着互联网金融大潮的到来,以工薪阶层客户为代表的基础客户群体和个人客户资产大量流失,营销工作中存在着系列问题。因此本文主要针对A银行工薪阶层客户的营销策略问题展开研究,旨在通过对A银行工薪阶层客户群体的调查研究和行为分析,形成有效的市场营销策略,帮助A银行实现个人金融业务的发展和竞争力的提升。本研究结合A银行实际情况,运用消费者行为理论、PEST分析方法和SWOT分析矩阵,在对A银行市场营销环境进行分析的基础上,结合A银行工薪阶层客户现状和营销工作存在问题,通过CRM系统内客户数据、选择目标客户进行电话调查的方式,对所得数据进行统计分析,从感情与认知因素、个体因素、环境因素三个方面对工薪阶层客户进行深入研究。基于消费者行为影响因素同时结合市场营销理论,提出了营销战略上要选择S0机会优势战略,充分利用自身优势,克服自身存在劣势,抓住环境中的机会,大力挖掘工薪阶层客户资源,加强对工薪阶层客户的营销工作,在此基础上制定了基于消费者行为的STP营销战略和4P营销组合策略。
[Abstract]:Since 2015, China's economic operation is facing greater downward pressure, commercial banks operating risks and operating costs rise, facing the economic environment and many challenges of the same industry competition, savings deposits. Traditional strong areas, such as payment and settlement, have been hit hard. For Bank A, working-class customers account for both the number of clients and the proportion of assets. With the arrival of the Internet financial tide, the basic customer group and individual customer assets, represented by the working-class customers, are losing a lot. There are a series of problems in the marketing work. Therefore, this paper mainly focuses on the sales strategy of the working-class customers in Bank A, aiming at the investigation and behavior analysis of the working-class clients in Bank A. To form an effective marketing strategy to help bank A to achieve the development of personal financial business and enhance competitiveness. This study combined with the actual situation of Bank A, the use of consumer behavior theory. PEST analysis method and SWOT analysis matrix, on the basis of the analysis of the marketing environment of Bank A, combined with the current situation of the working-class customers of Bank A and the problems existing in the marketing work. Through the customer data in the CRM system, select the target customer to carry on the telephone investigation way, carries on the statistical analysis to the obtained data, from the emotion and the cognition factor, the individual factor. Based on the influence factors of consumer behavior and combined with marketing theory, this paper puts forward the S0 opportunity advantage strategy in marketing strategy. Make full use of their own advantages, overcome their own weaknesses, seize the opportunity in the environment, vigorously tap the working class customer resources, strengthen the working class customer marketing work. On this basis, the STP marketing strategy and the 4 P marketing combination strategy based on consumer behavior are established.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.3

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