Research On Retail Customer Expansion Strategy Of W Branch Of Huishang Merchants Bank From The Perspective Of Long Tail Theory

At present,China’s economy is changing from high-speed growth to high-quality development.In this strategic transition period,the competition between commercial banks is getting fiercer and fiercer.It is urgent to seek new growth points and markets.The superposition of the long tail customer base has created a huge blue sea market,which is a new starting point for commercial banks.Commercial banks in the current financial development environment focus on retail business.First,the stability of bank deposits can be improved,and the asset-liability structure of commercial banks in China is more comprehensive and scientific.In addition,it helps to spread financial risks and promote the sustainable development of commercial banks.When analyzing the actual management needs,it is found that commercial banks are beginning to reduce the number of operating outlets,reduce the coverage of traditional finance,and improve the usage and penetration rate of information networks.Big data also helps commercial banks to accurately locate users’ preferences,provide matching and best-quality services,and increase customer value,which can also reduce financial costs and commercial bank risks.The analysis found that for some vulnerable groups in the long tail users,commercial banks will provide low-threshold and non-discriminatory services.With the help of its expansion of inclusive long tail customer market,the most important thing in the process of transformation and upgrading of commercial banking business is to grasp the retail long tail customer base and give such users the services and products they need,which can help commercial banks to enhance their competitiveness and accelerate the development of transformation and upgrading.It has rich practical significance.This paper focuses on the analysis of Huizhou Merchants Bank W Branch.After analyzing the relevant theories of Huizhou Merchants Bank’s Long Tail Customers and the research results at home and abroad from various angles,based on my actual work experience,as well as the development of retail business and the current situation of Long Tail Customers’ expansion of Huizhou Merchants Bank W Branch,and combining with the theories of customer stratification,customer value and customer marketing,through the research in this paper,it can be seen that there are problems in service concept,service ability,product innovation,customer management and other aspects of Huizhou Merchants Bank W Branch.Based on the perspective of Long Tail Theory,this paper optimizes the customer expansion and service strategies of the retail Long Tail,carries out customer segmentation,customer value management and in-depth mining of demand,grasps the behavior characteristics of users,understands the differentiated service characteristics,follows up the service process of users,strengthens the information management of customers,and establishes one-stop consultancy marketing process service,and puts forward effective implementation guarantee and control measures from the aspects of organizational structure design,post setting,system setting and staff training,etc.,so as to truly establish a modern long tail customer service system and make an important contribution to the overall bank profit.To sum up,diversified commercial banks face fierce market competition.In the process of customer demand development,the demand content of commercial banks’ customer service system has been subtly enriched and improved.Huizhou Branch W must pay attention to the long-tail customer service and focus on building a long-tail customer service marketing strategy system,so as to continuously enhance the competitiveness of commercial banks.