Hierarchical Management Of Individual Customers Of Bank Of China HN Branch

With the increasingly fierce competition in the financial market,the products and services provided by domestic commercial banks tend to be homogeneous.In order to survive and develop,and to achieve sustainable competitiveness,commercial banks are required to transform from providing financial products and services to strengthening customer hierarchical management,to achieve the ultimate goal of customer hierarchical management,and to expand and optimize customer assets.In the current financial system,the development speed of Internet finance is increasing day by day,and the traditional financial industry has been seriously impacted.In this context,through the hierarchical management of customers,performance can be improved.The implementation of customer hierarchical management is an objective requirement to adapt to the change of customer demand and improve the ability of customer value creation.In this paper,the Bank of China HN sub behavior object,the bank’s individual customer hierarchical management analysis,can effectively make up for the lack of relevant theoretical research.Through the management mode of customer hierarchical management,it can help banks to establish close contact with customers,discover the financial behavior preferences of consumers in time,and carry out the marketing of specific products and services.In this paper,the Bank of China HN sub behavior research object,first of all,related concepts and theoretical basis are discussed.The theoretical basis of customer hierarchical management in commercial banks mainly includes customer hierarchical theory,customer relationship management theory,differentiation marketing theory and 4Ps theory.After that,the paper analyzes the current situation of hierarchical management of personal customers in Bank of China HN branch from three aspects:the standard of hierarchical management of personal customers,differentiated services and hierarchical management of customers.Based on the analysis of the problems existing in the hierarchical management of personal customers in HN branch of Bank of China based on the questionnaire survey this paper summarizes the problems existing in the hierarchical management of personal customers in HN branch of Bank of China:slow progress in the promotion of hierarchical cards,unsatisfactory differentiated service effect,inadequate staffing,lack of pertinence,insufficient product richness,and uneven professional quality of employees.Based on the interview,this paper analyzes the causes of the problems in the hierarchical management of individual customers in HN branch of Bank of China.The main reasons for the problems in the hierarchical management of individual customers in Bank of China HN branch include:there is no corresponding incentive assessment mechanism,the hierarchical standard is not precise enough,the organizational structure is unreasonable,the product design is not perfect,the structure is single,and the retail customer manager team has not been established.This paper puts forward the optimization and improvement strategy of the personal customer hierarchical management standard of Bank of China HN branch,including the optimization of customer hierarchical management standard and the improvement strategy of customer hierarchical management.This paper puts forward the optimization objectives and principles of customer hierarchical management standards,and puts forward the improvement strategies of customer hierarchical management.The customer hierarchical management of commercial banks is divided into six different levels,including ordinary customers,Bank of China financial quality customers,Bank of China Financial exclusive customers high-end customers and private bank customers.and sovereign clients.Then,based on the hierarchical management,targeted services are provided to the above six types of customers from four aspects of product,price,channel and promotion.Finally,the paper puts forward the guarantee measures for the hierarchical management strategy of individual customers in HN branch of Bank of China,including the organizational structure and management mechanism,information and service,talent and assessment,personnel and training,management and quality.