Research On Business Strategy Optimization Of Retail Long-Tail Customer In Z Bank Y Branch

The development of commercial banks’ retail business has followed the traditional Pareto principle,focusing on a small number of head customers,while ignoring long tail customers.Under the new round of technological revolution and industrial transformation,commercial banks use financial technology as the underlying technological means,and the huge potential of mid to low end customers is expected to be developed.Retail long tail customers will become the blue ocean for future financial market expansion.This paper is based on the long-tail theory,7Ps marketing theory and precision marketing theory.Firstly,the literature related to retail long-tail customers of commercial banks is sorted out and analyzed.Secondly,we analyzed the business environment of its retail long-tail customers qualitatively and quantitatively by using two tools:SWOT analysis and internal and external factors evaluation matrix.Combined with the results of the questionnaire research,it is analyzed that there are seven problems in the bank’s long-tail customers’ operation:sloppy product strategy,inflexible pricing system,imperfect channel construction,low conversion rate of promotion strategy,no specialized operation staff,insufficient tangible display,and service process management to be strengthened.Eventually,targeted strategic optimization suggestions were given such as continuous innovation of product system,improving marketing accuracy,optimizing service process and feedback mechanism for long-tail customers,adopting differentiated pricing strategy,forming an integrated marketing system with closed loop between online and offline,and establishing a direct team for long-tail customers.The company has also formulated corresponding safeguard measures from four perspectives:talent,technology,finance and risk management.By optimizing the management strategy of retail long-tail customers of Z Bank Y Branch,this paper helps Z Bank Y Branch broaden its development path,and at the same time provides theoretical and practical reference values for the management and maintenance of retail long-tail customers of commercial banks.