Analysis On Commercial Banks’ Personal Financial Management Market Segmentation And Differential Customer Differentiation

With residents increasing savings and wealth accumulation, personal investment management consciousness growing,Our personal finance business show great potential of development. The rise of the personal financial management business is the commercial banks "take the customer as the center" the embodiment of the most direct marketing concept, personal financing business as banking retail business development strategic focus,embodies the "market-oriented" and "take the customer as the center" management idea of the modern commercial bank. Expert’s figures, China personal finance market compound annual profits growth was16.5percent, as a business based on the service fee, the bank may collecting1percent to1.5percent asset management fee, as for financial institutions, the market potential is so huge.In this paper, we base on the theory of the market segmentation and research commercial banks how to use market subdivision conduct customer differentiation analysis. Meanwhile, according to different customers with different financial products and services for a thorough theoretical discussion and empirical analysis, we put forward our country commercial bank in individual financing business development on implementation of market segment and customers’ different service should be taken the measures.In the first, the paper comments individual financing business relevant category and the related literature at home and abroad, then interprets market subdivision theory, differential customer service theory and family life cycle theory。At the same time, the paper further analyzes that the current our country commercial banks face advantages and disadvantages as well as opportunities and threats in developing the personal finance market business, with SWOT analysis model.In the second, taking China commercial Banks as an empirical research, it uses the SPSS software to do the variance analysis and cluster analysis based on the questionnaire data, concludes market segmentation results, and comments corresponding financial products and financial services of all kinds of customers need.Ultimately,, we respectively put forward valuable service suggest for the general customers, potential customers, key customer and strategic customers. Then, this paper puts forward the corresponding measures of implementing market subdivision and customer differential service,it provides a very good reference value for our country commercial bank of implementing customer differential service in individual financial business.