Research On The Marketing Strategy Of The Elderly Customer Group In Xi'an Market Of G Bank Community Branch Under The Background Of Population Aging

In recent years,population aging has become a prominent social problem in China.According to the data,by the end of 2017,24.9 million people aged 60 years and over in China,accounting for 17.3% of the total population.The rapid growth of the elderly population will put forward new requirements and challenges for social services,especially financial services.Faced with the serious homogeneity of community banks,this paper takes the elderly customer groups of G Bank in Xi'an market as an example,and puts forward the marketing objectives for the elderly customer groups by giving full play to the advantages of community banks,so as to provide more comprehensive and high-quality financial services for the elderly customer groups.Firstly,this paper defines the concept of population aging and individual bank fund business,and defines the research object of this paper.At the same time,it combs the classical marketing theory STP theory,4P theory and literature in the field of community banks and bank marketing at home and abroad,and deeply analyses the marketing status and problems of elderly customers in Xi'an market of G Bank Community Branch.It is found that the problems of G Bank Community Branch,such as weak product competitiveness,rigid service flow design,imperfect hardware facilities and unclear marketing purpose,are caused by the problems of software and hardware facilities.Then it analyses the macro-environment of G Bank Community Bank in Xi'an market in terms of political environment,economic pattern and technological status,analyses the current situation and future development trend of community bank in Xi'an market,summarizes the characteristics of risk preference and consumption demand of elderly customer group in Xi'an market,and lays a solid foundation for the formulation of marketing strategy of the article.Basis.Finally,this paper clarifies the market orientation of G Bank Community Branch in Xi'an market,formulates corresponding marketing strategies for the elderly customer group,and makes full use of G Bank CRM system to maintain customers from brand building,product mix,financial innovation,process optimization,etc.Internally,stabilize the marketing team,mobilize marketing enthusiasm,and help.The implementation of marketing strategy.I hope that through this study,we can provide some reference opinions for G Bank Community Branch in Xi'an market when it carries out group marketing for elderly customers,and provide some thinking angles for the future development of community banks.