Research On The Problems And Countermeasures Of JS Bank’s Personal Finance Business Marketing For Elderly Customers

The domestic personal finance market is highly competitive,and the personal finance market is also an important and stable source of profit for JS Bank.However,the proportion of the elderly population shows an increasing trend year by year.There are a large number of elderly customers with certain assets,and they have a strong demand for asset appreciation.JS Bank has serious homogeneity in personal finance products.There are few personal finance products specifically for the elderly.Meanwhile,the handling process is also more complicated,so the loss of elderly customers is serious in a period of time.Compared with other large state-owned banks and commercial banks in the same region,they do not carry out sufficient market research for customers of specific age groups,which leads to their lagging level in the design and sales of personal finance products compared with other banks.Based on a full investigation of JS Bank’s elderly customers’ personal finance services,this paper summarizes and analyzes the marketing status quo of personal finance at home and abroad,expounds STP marketing theory and 4P marketing theory,and designs the questionnaire and interview outline of JS Bank’s elderly customers’ personal finance services marketing status quo.This paper introduces the status quo of JS Bank’s elderly customers’ personal finance services from four aspects:product,price,channel and promotion,analyzes the needs of elderly customers’ personal finance services,and expounds the problems existing in the marketing of elderly customers’ personal finance services.Including personal finance business market segmentation is not in place,personal finance products are not targeted,the price is not competitive and autonomy,offline marketing channel efficiency is low,promotion frequency,and so on,and analyzed the reasons for these problems are inaccurate market positioning,product innovation is not enough and the marketing management system is backward.In view of the problems existing in the marketing of personal financial products for elderly customers of JS Bank,the STP theory is used for market segmentation,and the target market is selected,and finally the market positioning is carried out.Proposed the JS bank elderly clients personal finance business marketing strategies,from product strategy,price strategy,channel strategy and promotion countermeasures in four aspects,such as a series of measures are put forward,and put forward the internal management system,technology,personnel,services and so on several aspects to provide safeguard measures,to ensure that the marketing measures.