Research On The Marketing Strategy Of Elderly Customer Service In GZ Branch Of Bank Of Chin

With the increasing proportion of elderly population in the total population,China has entered the era of an aging society.As technology advances and people’s living standards continue to improve,the world’s population has also increased significantly,bringing many new challenges in the field of population.The gradual increase in the aging population worldwide has created new opportunities and challenges for industries related to the elderly.It is estimated that in the 35 years following 2015,the contribution of the elderly to market consumption in China will soar from the current 4 trillion yuan to 110 trillion yuan,and the share of the national GDP will witness an explosive growth from 10% to 35%.As natural risk avoiders,the elderly are typical conservative investors,and their preferences in banking services are mainly focused on liability products,such as fixed deposits,large deposit certificates,principal-guaranteed wealth management products,and government bonds.For banks,these products are low-cost liability reserves,which shows that the elderly customer base is gradually becoming one of the most important target groups for banking institutions.This article takes the marketing measures for elderly customers in the GZ branch of the Bank of China as the research object,based on relevant market marketing theory knowledge,and studies the internal and external environmental models of the GZ branch of the Bank of China.It also conducts market research and positioning on the business targeting elderly customers,and determines targeted marketing measures accordingly,while estimating the possible risks in the implementation process and making corresponding response plans.In product strategy,develop pension financial services and product portfolio,enhance the added value of the pension financial product portfolio,and strengthen customer tagging management to achieve accurate marketing;in pricing strategy,highlight the price advantage of the Bank of China’s GZ branch,and rely on service value to improve the cost performance of bank products;in channel strategy,strengthen cooperation with government,insurance industry,health and wellness industry,and medical industry to expand the bank’s customer base;in promotion strategy,rely on emotional marketing and event marketing to resonate with the elderly customer group;in service strategy,hire external teams for specialized service training and enhance the service competitiveness of internal employees;in process strategy,rely on information systems to standardize processes and strengthen the service capabilities of elderly-specific areas;in display strategy,provide electronic device usage guides and set up simplified interfaces for the elderly.