Research On The Marketing Strategy Of Individual Long Tail Customers Of ICBC Branch

With the rapid development of financial technology,banks can mine and maintain individual long tail customers in a low-cost and efficient way,so as to obtain higher profits.Therefore,while maintaining high net worth customers,banks can not easily let 80% of a large number of customers lose.Research on individual long tail customer marketing has important practical significance for commercial banks to improve operating efficiency in the stage of high-quality development.On the basis of combing and analyzing the relevant research literature at home and abroad,this paper first expounds the application status of the long tail theory;Then,through literature research,field investigation,case analysis,questionnaire survey and cluster analysis,this paper deeply analyzes the current situation,existing problems and customer group characteristics of individual long tail customer marketing of ICBC g branch,and combs the existing value and target customer group of ICBC g branch in individual long tail customer marketing based on STP theory;Finally,based on the 7PS marketing theory and the implementation guarantee of individual long tail customer marketing strategy,this paper puts forward the individual long tail customer marketing strategy of G branch of ICBC.This paper holds that in order to improve operating efficiency and reduce operating costs,ICBC g branch must expand online service channels with the help of the Internet,precision marketing to reduce operating costs,design personalized products and services,consolidate customers’ daily emotional care,strengthen the construction of "technology + business" compound talent team,build a perfect hierarchical maintenance system for all customers,optimize the marketing performance management of individual long tail customers Use technology to empower individual long tail customer marketing.The research of this paper not only provides theoretical guidance and empirical support for individual long tail customer marketing of ICBC g branch,but also has a certain reference significance for enterprises in the same industry.