| At present,with the rapid development of Internet finance in China,the online finance has accelerated.Bank of China J Branch is faced with the continuous reduction of individual customers coming to the store,the difficulty of acquiring customers through traditional physical channels is increasing,The growth of individual customers is highly competitive,and the basis of banking business is customers.How to expand individual customers beyond the scope of physical channel radiation determines the future development of Bank of China J Branch and even its survival.This thesis investigates and analyzes the main factors that affect the banking services of residents far away from BOC outlets by issuing questionnaires,and study the main impact of personal customer expansion.According to the survey,personal customers have the greatest impact on their choice of bank,such as the bank designation of paying fees in children’s schools,the bank designation of corporate payroll,and the repayment requirements of housing loan business.Secondly,daily use demand also has a certain impact on them,and convenience is also a major factor for personal customers to refer to.This thesis combines external market environment factors,the SWOT situation of Bank of China Branch J and relevant research theories.According to the environmental factors and characteristics of Bank of China J Branch,we can find the target market and market positioning for enterprise development.Because of the concentration and stability of school and community personnel,it is suitable for enterprises to focus on education and community marketing in region without outletss and establish marketing fulcrums.In the stage of attention and interest(A-I)for individual customers using AISAS consumer behavior theory,it is suggested to integrate the financial services of Bank of China J Branch into the investment and cooperation of the school canteen and the charging of electric bicycles in the community,and establish a marketing support point in the region without outlets to let individual customers understand and pay attention;In the stage of search and mobile purchase(S-A),design activities such as payment reduction,recharge preference,etc.,adopt the remote bank outbound call marketing method,actively spread and offer to customers,and accelerate the conversion of individual customers;In the sharing(S)stage,establish a customer sharing incentive mode,promote customers to actively share and forward after completing the "purchase action",Form blank bank outlets for regional marketing.In addition,a series of support measures are taken to ensure that the Bank of China J Branch will expand the source of individual customers in the region without outlets,improve the ability to expand customers,form differentiated advantages,open up the second curve of individual customer growth,and provide a solid basis for the Bank of China J Branch’s individual customer competition. |
