Research On Marketing Strategy Optimization Of Middle And High-end Customers In Y Branch Of M Commercial Bank

In recent years,with the rapid growth of China’s economy,the total value of China’s household assets and wealth has increased year by year,and the disposable income of residents has continued to increase.According to the data of the "China Wealth Report 2022",the total wealth of Chinese residents reached 687 trillion yuan in2021,surpassing the global average and becoming the world’s second largest economy.According to the 2021 annual report of China Merchants Bank,customers with a total of 2.12% and above contributed 82% of the total assets of all retail customers to CMB,breaking the traditional 28 principle.Therefore,expanding the scale of mid-to-high-end customers is crucial to the rapid development of commercial banks’ retail business.On the other hand,M Commercial Bank Y Branch relies on the golden signboard of "the king of retail" to accumulate a certain reputation and customer precipitation in its location.However,due to the reduction of product pricing and customer relocation in recent years,the development of the scale of mid-to-high-end customer groups has stagnated.Based on the research at home and abroad and on the theoretical basis of SWOT and Porter’s Five forces model,Thesis analyzes Y branch of M commercial bank based on macro environment,medium industry status quo and micro internal environment.Conducted questionnaire survey on middle and high-end customer groups and potential middle and high-end customer groups of Y branch,and recovered 225 valid questionnaires.Through the recovered questionnaire data,in-depth analysis of various indicators,the satisfaction of middle and high-end customers and potential middle and high-end customers.Combined with STP theory and 7Ps theory,the current situation of the marketing strategy of M commercial bank Y branch is analyzed,and the current marketing of Y branch is found out in market refinement,market positioning,current market problems and solutions.After discussing and analyzing the products,prices,channels,promotions,employees,processes,tangible displays and other aspects of M Commercial Bank Y branch,it was found that the current market refinement of Y branch was insufficient,the products had poor profitability and safety,exclusive products,value-added services and network traffic and parking problems,and in view of such problems,optimization strategies such as shifting from product sales to customer-centric portfolio financial solutions,expanding customer acquisition channels,and market segmentation based on life cycle theory were proposed.Further do a good job in the maintenance and development of high-end customer groups,so as to increase the scale of medium and high-end customer groups.