The Research On Differentiated Management Of Target Customers In Bank Of H Shanghai Branch

China's financial regulatory environment is stringent,and financial reform is imperative.Foreign banks look forward to further broadening their business scope and expanding their business scale by taking advantage of RMB internationalization.At present,the economic has slowed down,the asset quality of banks and the profit growth rate has also declined.As a result,the existing customer structure has drawbacks and traditional large clients can not contribute high returns.Therefore,it is necessary to adjust the traditional customer choice,customer segmentation based on customer value,and strive to build a reasonable customer structure.H Banks rely on financial groups,with more than one thousand banking outlets around the world,providing corporate and individual customers with both domestic and foreign currency and public-private financial services.The core issue of this paper is Bank of H Shanghai Branch how to target customers and how to target customers differentiated management.This paper first studies the application of marketing theory in the banking industry,and on this basis,it studies customer segmentation theory and customer value theory.Secondly,I conducted a survey on the operating environment,operating value and localization strategy of H Bank in China.I got the main advantages and risks of H Bank in China by using SWOT analysis.Then,sorting out the status quo of customer structure,and analyze the existing problems of Bank of H Shanghai Branch.Based on a large amount of references,combined with the actual situation of banks,this paper constructs a customer value evaluation index system for Bank of H Shanghai Branch,and obtains the customer value through AHP.Through K-means clustering analysis for customer segmentation.Finally,aiming at the target customers,a differentiated management strategy is proposed and compared with the original classification.This paper finds that H Bank's development strategy is to focus on promoting high-quality loans to micro-enterprises,but the implementation of the policy in Shanghai branches is full of difficulties actually.Customer marketing did not highlight the advantages of foreign banks.This paper constructs the customer value evaluation system from the three dimensions of current value,potential value and non-monetary value,and sets up three-level indicator.Customer segmentation based on customer value analysis divided bank enterprise customers into four categories: high value customers,high potential value customers,common customers and low value customers.The analysis shows that it can improve the unreasonable allocation of bank resources.