Research On Marketing Strategy Of A-Bank Salary Client Based On Consumer Behavior

From 2015,facing a lot of pressure of the economic environment and competition in the industry,our economic operation is facing great downward pressure,with a result of many operation risks and high costs of commercial banks.Commercial banks'savings deposits,payment and settlement of traditional strong fields have been attracted a lot.For the A Bank,the working-class customers have a very important strategic position in terms of the number of customers and the proportion of the assets.With the arrival of the Internet financial trend,the working class customers representing the basic customer groups and individual customer assets lost.There is a series of problems with marketing.Therefore,this paper mainly focuses on the marketing strategy of the A bank salaried clients.The aim of this research is to form an effective marketing strategy through the investigation and behavior analysis of A bank's working class customer groups,and help A bank to realize the development and competitiveness of personal financial business.This paper combines the experience of A bank's situation,using consumer behavior theory,PEST analysis method,SWOT analysis matrix,based on environment of A bank,combined with the present situation of working-class customers and the problem of marketing.Through the CRM system of customer data,the target customers have been choosed and conducted telephone survey.From statistics and analysis,this paper studied from three aspects:emotional and cognitive factors,individual factors and environmental factors,and put forward a solution to the marketing strategy.Based on consumer behavior factors and combined with the marketing theory finally put forward,the marketing strategy to select the advantages of SO opportunity strategy,make full use of their own advantages,to overcome their own weaknesses,seize the opportunity in the environment,fully analyze and mine working-class customers resources,and vigorously marketing salaried customers,on the basis of the development of consumer behavior based on the STP marketing strategy and 4P marketing mix strategy.