Market Segmentation And Market Position For Banking RMB Finance

In recent years, as Chinese saving deposits level raises, the demand for finances diversifies .As a result commercial banks launch a broad range of RMB finances products. The customers of RMB products are large and display different characteristics. However, the domestic study is limited on the shortcomings of RMB finances products and general suggestions. This paper tried to analyze the customers' characteristics and combine theoretical basis for banking finances and the existing problems of market segmentation and positioning of RMB finances products and finally give conclusions and recommendations. In research methods, the paper used combination of qualitative and quantitative analysis and statistical methods for analyzing the customers' characteristics. This paper studies market segmentation and market position of China's commercial banks Personal Financial Services and then further analyses market segmentation and market position of the RMB finances products, including advantages and problems. With market position theory and the theory of personal financial management theoretical basis and the practice of foreign commercial banks' market segmentation and market position, the paper finally gives suggestions on market segment and market position of RMB finances products.The banking finances in this paper means China's commercial banks' RMB finances products. This paper is the inadequacy of depth and breadth of the collection data and just a preliminary study on the test the problem. This paper could not give a clear model and the analysis of market segmentation and market positioning factors can only be limited to customers' humanities Characteristics. But it also provides the next step of, and psychological factors on the deep-seated humanity characteristics is further consideration.The first chapter introduces the three categories of literatures. One is the study of market segmentation and market position. The second is the study of market segmentation and market positioning research on personal finance. The last category is on the situations of China's commercial banks' RMB finances. The second chapter is on the theoretical basis of market segmentation and market position for China's commercial banks' RMB finances products. The third chapter studies superiority and the existing problems of market segmentation and market position for China's commercial banks RMB finances products. The fourth chapter analyzes the customers' characteristics who bought RMB finance products, including the purchase of different types of RMB finances products, and the purchase of different characteristics of the amount of financial products. The fifth chapter gives the suggestions of market segmentation and market position of RMB finance products problem on the basis of problems the empirical analysis. First of all, the importance of market segmentation and market position of RMB finance products is raised. Secondly, mode, steps, and customer relationship management systems of market segmentation and market position is applied.