| The rapid development of nearly 40 years of reform and opening-up,China’s urban residents have improved a lot in the quality of life of ascension.Lately,with the rapid development of Internet financial residents’ demand for financial services level and content also occur profound changes.Huge retail markets,intermediary business has brought various concentrated development of intermediary business of commercial bank precious opportunity.Based on this,this paper analyzes the current situation of the development of domestic commercial bank middle business and consumer demand for intermediary business situation,through the way of questionnaire survey,using factor analysis and multivariate linear regression model,in order to find out the key factors influencing the residents on intermediary business choice and development of intermediate business of commercial Banks,take high quality customer resourcesThrough the empirical analysis results and case interview,this study main conclusions are:1.With micro letter,pay treasure to the rise of the Internet financial competition between commercial Banks,Banks are under pressure in new products or services constantly,whether in the procedure of rate,arrive time,products made largely in such aspects as the period of adjustment.But serious bank intermediary business products or services,leading to urban residents more consider when choosing a product or service related factors.2.In the numerous factors influencing business choice among residents,involving basic services,platform construction and aging residents in terms of content and the most relevant intermediary business demand.In product or service homogeneity serious cases,the network convenience,the terms and transfer payment to time residents becomes the first consideration.The service life of payment platform such as query and mobile client account factors become also affect residents’ demand is the most important aspects.3.In the many factors influencing business choice among residents,involves the recognition and measurement service content and business demand among residents also significant at the 5%level.These two aspects of content for the commercial bank is the behavior choice of active promotion and subsequent integration service,it can be seen that urban residents in the change in terms of awareness of intermediary business,under the new marketing system for active promotion has a favor.Under the marketing personnel to promote understanding of commercial banking products and services,also accord with the individual cognitive processes of things.4.In gender,age,income,level of education,such as personal qualities,the age is the most important factor,the influence of the residents of intermediary business annual family income of times,but not the influence of other factors,the results and the main according to age division phase in the life cycle theory、This paper puts forward the following countermeasures:First of all,in set up customer first service philosophy should attach great importance to the different demand of different ages,aimed at the characteristics of different ages people launch a corresponding customized products or services.Second,pay attention to product research and development,cross service and follow-up service,launch the homogeneous products.Starting from the residents and business demand for personalized comprehensive,commercial Banks can offer insurance,precious metals trading,reserve unit trusts,foreign exchange,futures,options and other cross selling products.In terms of the service of life,pay attention to pay the utilities,phone self-service top-up and endowment insurance pay life service class project construction,make the residents’ daily life cash payments can be done by commercial bank self-help.Finally,takes the new marketing service system construction,marketing,marketing for the initiative passively.Based on customer feedback activities at the same time,pay attention to brand construction and integral mall,grab high quality customer resources. |
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