The Market Segmentation & Different Services Strategy Of Personal Banking Of China Construction Bank

The history of the advanced commercial bank in developed countries and the developing experience these years of our country with commercial bank shows: The Personal Banking Services will be the strategic point of CCB's business development. The competitive ability promotion of personal banking services (PBR) will directly affect the total competitive ability of CCB in the future.The foreign banks will be allowed to enter the market of RMB personal business in 2006. Facing the competition, every commercial bank increase the investment of personal banking that makes the competition environment be more serious.The experience of large commercial banks' personal business development tells us: For the large commercial banks as CCB, in order to increase the competition ability of the Personal Banking Services, the different marketing is one of the essential paths.Firstly, the article discusses the PBS which plays an important role in CCB strategic development and differential marketing of the strategy system turn important function to promote competition ability of personal bank service, and analyzed the existed problem of differential marketing of the personal banking services which lie in the aspects of customer information integrating. market segmenting and positioning, service level of structure installing with the service resources, service outlet with process etc..Secondly, according to all the characteristics of customers of CCB, the article established a standard system to segment the customers.. Through the standard system the article puts forward that different marketing of personal banking services not only focus on the high-value customers but also emphasizes on the middle-value customers. The position of high-value customers is safety steadily and continuously. The market of middle-value customer positions safety steadily at the same time. Pointing out CCB is the bank concerning the middle-value customer, is serving for the middle-value customer business to live successful and financial life.Finally, according to the analyze in the article, suggestions are given to the differential services.