| Along with more attention paid to personal finance, the personal finance field of China is awaiting the arrival of its boom. According to estimate of McKinsey Global Institute, up to 2006, 57 billions US dollar of profit was created in China personal finance field and it will mount up to 110 billons nearly double increase when 2010. Obviously, personal finance business is so attracted that it will be a capacious market in future. It is well known by all the finance organizations that personal finance will take more and more important action and do helpful in continuous competition. Satisfy the all kinds of customers with high quality differential service is the only channel to win competitive advantage and long-term loyalty and customer value.China financial industry was wholly open in the end of 2006, the foreign banks will be allowed to enter the market of RMB personal business, Facing the competition, every commercial bank increase the investment of personal banking that makes the competition situation be more serious. The history of the advanced commercial bank in developed countries and the developing experience these years of our country with commercial bank shows us: If banks want to promote the competitive ability, the marketing strategy that carrying out the market segmenting based on different customer and providing the different services will be much appreciated.The article is based on the market segmentation theory, and then does some deeply theory discussion and demonstration on how the commercial banks carry out the analysis of differential customer services that based on the market segmentation, and then provide different finance product and services.Firstly, the article gives the common analysis of domestic personal banking market, including the macro and micro environment analyzing and market demand analyzing, based on the definition of the words which are related to personal banking service, explains the definition and the development of personal banking service, market segmentation and differential customer service, and gives some commentary and review of related foreign and domestic documents.On the base of the former analysis, the article gives deeper analysis on market segmenting and differential customer services through the SWOT model. In this part, the article analyzes all the strength and weakness and the chance and threat faced by commercial banks when they carrying out the personal banking business by using the SWOT analyzing model. Then the article also analyzes the five influence factors one by one.After the former analysis, the article brings forward some measures that should be taken in the personal banking business when the commercial banks carry out the strategies of market segmenting and differential customer services. The measures include how to deal with the change of the whole economic situation and policy and the out competitors; make the inner management better; set up the channels of differential services; pay attention to the construction of Sales Account Managers' group; expand the high-value customer group, etc..The article does some empirical research taking Bank of China, Chongqing Branch as an example. It uses the SPSS software to do the cluster analysis and the variance analysis, and then comes to the segmentation conclusion and gives some explain of finance products and services according to every customer cluster, which provides a good value reference to our country commercial bank's personal finance businesses.In the end, it comes to the conclusion that the differential customer service strategy is the future development of personal banking business in commercial banks, besides in the world of today, the competition on personal banking business is more and more serious, it is necessary to segment the market effectively, retain the VIP customers, fight for the potential customers, develop the common customers, and provide the correctly individual products to satisfy every group customers' appetite, which are effective strategies when carrying out the personal finance business based on the differential customer service. |
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