Research Of Long-tail Customer Marketing Of Industrial And Commercial Bank Y Branch

With the rapid rise of Internet finance,the operation of traditional commercial banks is facing huge competitive pressure,and all commercial banks are trying to find new profitsdevelopment space.In the past,ICBC Y Branch failed to pay attention to and carry out effective marketing on the basis of performance,cost and other reasons,with the application and development of a variety of new technologies in the financial industry,banks began to better serve long tail customers.With the rapid development of financial industry,how to use technology to improve the bank’s business philosophy and mode,innovate products and services,and establish a new service relationship so as to improve the number and quality of customers is very important for all commercial banks.Therefore,it is very necessary for ICBC Y Branch to summarize needs of long tail customers,carry out targeted marketing,build a solid customer base,optimize customer quality,improve customer structure,and enhance operating efficiency.ICBC Y Branch has been deeply developed inthree local districts and seven counties for many years,and has set up 31 business outlets.Its customers and total assets are among the highest in the local peers.In recent years,with the increasing competition in the local peers,it has become difficult to compete for the resources of middle and high-end customers,Y Branch has to focus on a large number of long-tail customers.In view of the long-term problems of unsatisfied financial needs,poor experience and unsmooth communication of a large number of retail long-tail customers in Y Branch,this thesis puts forward corresponding marketing optimization strategies.Firstly,this thesis takes the literature research method,case analysis method and cluster analysis as the main research methods,and takes the long tail theory and big data related theory as the support to study the long tail customer marketing of domestic and foreign banks;Secondly,taking the long tail customers of ICBC Y branch as a specific case,based on the method of data analysis,this thesis analyzes the overall situation of the long tail customers,finds out the corresponding characteristics,evaluates the marketing services and effects based on 7p,and conducts SWOT analysis to accurately point out the main problems in the marketing process of long tail customers of ICBC Y branch,including insufficient product innovation,chaotic price management,single customer development channels The marketing promotion is not strong enough,the marketing staff is insufficient,the service process is not flexible,and the physical display is not sufficient.Then,the main factors are analyzed in combination with the problems;Finally,the thesis summarizes the problems and puts forward some countermeasures,such as promoting product innovation,implementing differential pricing strategy,creating comprehensive marketing channels,accelerating the transformation of promotion methods,improving the comprehensive service ability of bank employees,optimizing service processes,and improving tangible display elements.The long tail theory was born in 2004 and has been widely used in marketing.This research firstly introduces the long tail theory intoresearch and practice field of commercial bank marketing,specifically studies the long tail customer group of banks,and puts forward targeted marketing strategies,which has some new ideas.Secondly,as the largest commercial bank in China,ICBC’s branches have strong representation in the banking industry.The research results of this thesis can also provide reference for other commercial banks in the long tail customer marketing ideas.