Research On The Improvement Of Wealth Management Sales Strategy For The Elderly Customer Group Of H Bank

With China’s economic development entering the new normal and the completion of interest rate marketization and other multiple factors,the development of banking industry has also entered the new normal.The main business indicators of commercial banks have been declining since 2013.In this case,commercial banks have entered the wave of retail transformation,and the competition in the retail market of banking industry is increasingly fierce.In order to attract personal funds to seize customers,commercial banks have vigorously promoted the development of financial management business.At the same time,China,as the fastest aging developing country with the highest degree of aging,is developing rapidly one of them,the elderly customer group has become the mainstream group of bank financial services.If commercial banks can actively respond to the challenges brought by the aging population,seize the opportunity,provide effective elderly customer financial products and services,constantly improve the market share of the elderly customer group,and create an important profit point in the retail business of commercial banks under the current complex and changeable external situation.This paper mainly studies the improvement of the financial management and sales strategy of the elderly customer group of Bank H,based on the theory of personal risk preference,consumer behavior,marketing,etc.,reading and summarizing the existing relevant literature on the elderly customer group,risk preference and financial management and sales,and enriching the relevant knowledge reserve.In terms of specific research,taking the existing and surrounding community elderly customers of bank H as the research object,aiming at the financial customers over 50 years old as the goal,through research interviews,CRM data analysis,case analysis and other means,collect and sort out customer feedback data,through analysis and understanding of the financial preference and financial related needs of the elderly customers facing Bank H,in order to improve the financial management of bank H The financial management and sales strategy of the bank’s elderly customer group provides objective basis.In the research process,the paper first summarizes h bank and its retail transformation,financial business environment,starting from the current financial business situation of H bank,and from the bank itself,the elderly customer group,financial products and other aspects,analyzes the current elderly customer group financial sales strategy of H bank.According to the feedback of the interview results of the surrounding elderly customer groups,this paper looks for the five problems existing in the current sales strategy of Bank H from the perspectives of products,services,financial management team,marketing methods,etc.,probes into and studies the problems,and further finds out the problems from the aspects of sales strategy,assessment mechanism,human resources,customer management and management through the analysis of the nature of the problems The cause of the problem.In view of the root cause of the problem and the characteristics of the elderly customer group,this paper puts forward a series of feasible suggestions for improvement of the current sales strategy,including four aspects:financial product mix,financial services for elderly customers,marketing methods,and service team.At the same time,in order to ensure the smooth implementation of the strategy improvement,this paper also compares and draws on the excellent experience and practices of some peers in personal service and financial management business,combining the improvement suggestions put forward in the article and the specific situation of the network,and puts forward the financial management and sales policies of the elderly customer group of Bank H from five aspects of human resources,team management,supporting facilities,resource investment and technology development Some measures should be improved in order to achieve the desired effect and further promote the development of financial services for the elderly customer group of bank H.