| 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. |
