【作者】 孙枫柔；

【导师】 吴芳；

【作者基本信息】 上海财经大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 随着千禧一代、Z世代的成长,95后毕业踏入社会、00后步入大学,家庭在子女投资花费激增、年轻客户消费需求旺盛购买力增强。从市场规模来看,根据艾瑞咨询报告显示,00后年龄以下出生人口达4亿人,其中上海地区近350万人;从消费结构来看,2020年中国城市消费每100元有50元是年轻人花费的,而到2021年中国城市消费每100元有70元是年轻人花出去的;从消费渠道来看,截止2020年年轻人互联网消费规模突破万亿元大关。年轻客户已进入各行业头部企业的战略视野。对商业银行而言,发展年轻客户更有着今非昔比战略意义。然而年轻客户所处的社会环境发生变化,使用社交软件;兴趣喜好广泛,讲究个性并有自己的追求。面对这样的客群,银行如何从零售银行角度端发力获取Z世代年轻客户,从而满足填补未来市场的增量需求,成为迫在眉睫的问题。本论文将通过对商业银行中零售银行领域关于年轻客户营销拓展进行全景透视。以A银行为案例对象,针对A银行当前客群结构中老龄化较重,客户自然流失的损失之下,亟待获取有生命力的年轻客户作为客户与利润增长来源。本文以PEST模型、3C模型、SWOT模型为内外部环境分析基础,充分探讨A银行所面临的外部环境、客户特征与内部环境影响,从而提出问题;以案例分析法、文献研究法、访谈法等研究,带来年轻客户获取趋势与方式借鉴;以STP理论、7Ps营销组合理论、社会营销理论为分析工具,充分分析对A银行而言,如何选取合适的年轻客户营销定位,从而开展差异化营销,并进一步细化推广的产品组合、价格、渠道、促销、人员、服务流程及形象展示的7Ps营销策略,设计A银行针对年轻客户具体化的未来营销策略。按照发现问题——分析问题——解决问题的研究思路,本文共分为六个章节:第一章提出问题。绪论部分对本文研究的背景、研究意义与目的、研究思路和方法,以及概览的研究内容和框架进行讲述。第二章、第三章分析问题。第二章主要根据理论基础以及目前对文献的收集、整理和国内外对于零售银行金融科技、社交营销、零售银行线上营销转型等情况;第三章,针对A银行零售银行端发力年轻客户发展的内外部情况,包括政策、经济、技术、社会的宏观大变化,与同行业间竞争对手的竞争模式分析,以及客户个体特征变化与洞察,结合A银行自身的优势与劣势,探寻未来发展的机会与威胁。第四章至第五章解决问题。第四章从分析问题后的结论出发,制定年轻客户的STP战略,对年轻客户市场进一步细分,并对几类细分市场展开不同的营销策略,实现精细化营销、精准化拓客,在此基础上确定A银行特有的品牌形象定位;第五章,在STP战略制定基础上,根据7P营销理论分别从产品策略、价格策略、触达途径、促销策略、人员、流程与展示7个营销的方面,开展营销策略的具体说明。第六章总结与展望。结合本文内容,提出本文的总结理念与理论启示,并进一步讨论和分析了本文的局限性和不足,以及对未来场景的展望和本文的改进思路。本文建议如下:在市场选择上,针对客户细分,将可以进行金融产品交易的7-25岁年轻客户群体作为目标客户,进行市场营销。在定位过程中,要重新定位A银行在此类目标客户中的品牌形象;在市场定位上,分“横纵”两线,“纵线”:基于常规,以学龄段为纵向分类标准、融入分层产品内容实现价值贡献。对此,需要贯穿全线:全生命周期延展获客;“横线”:基于特色,以文化偏好兴趣爱好为横向分类标准、实现分层服务价值贡献。对此,需要拥抱感性,注重打造品牌趣味性。在差异化上,需要建立子品牌LOGO及形象,基于内容的品牌沟通升级及基于线上的传播渠道建立;在市场营销策略上,运用7Ps模型,在产品创新、定价革新、线上平台与场景渠道拓展、投放渠道与内容调整的促销方式、以及内外部人员队伍、整体科技化的服务运营体系还有生动活泼趣味性的有形展示。实现Z世代年轻客户习惯偏好、金融科技、社交属性等行为特征,以及Bank4.0模式下商业银行如何开展年轻客户的市场营销策略,从而实现年轻客户(Z世代客户)大量获取及生命周期较长的忠诚客户储备。目前在国内外关于零售银行业务中细分年轻客户的营销策略研究较少,可供参考文献不多,对于该细分市场的研究创新性与结合国内情况实践性较强。这给身处复杂多变的市场环境中谋求年轻客户发展的A银行零售业务端提供可行性的营销策略指导和建议,希望能为其他零售银行在年轻客户的营销策略上提供借鉴。更多还原

【Abstract】 With the growth of the millennial generation and the Z era,the post-95 s graduate and enter the society,and the post-00 s enter the University.The family’s investment in their children is soaring,and young customers’ consumption demand is strong,and their purchasing power is enhanced.In terms of market size,400 million people are born after2000,including nearly 3.5 million in Shanghai;From the perspective of consumption structure,in 2020,young people will spend 50 yuan for every 100 yuan of urban consumption in China,while in 2021,young people will spend 70 yuan for every 100 yuan of urban consumption in China;From the perspective of consumption channels,the Internet consumption scale of young people will break through the trillion yuan mark by2020.Young customers have entered the strategic vision of leading enterprises in various industries.For commercial banks,the development of young customers is of great strategic significance.However,the social environment of young customers has changed and they use social software;Wide range of interests,pay attention to personality and have their own pursuit.In the face of such a customer base,how to obtain young customers from the perspective of retail banking,so as to meet the incremental demand of the future market,has become an urgent problem.This paper will give a panoramic perspective on the marketing development of young customers in the retail banking field of commercial banks.Taking bank a as a case,this paper analyzes the aging of Bank A’s current customer group structure and the loss of customers’ natural loss.It is urgent to obtain young customers with vitality as the source of customers and profit growth.Based on pest model,3C model and SWOT model,this paper fully discusses the external environment,customer characteristics and internal environmental impact faced by bank a,and then puts forward some problems;With case analysis,literature research,interviews and other research methods,it brings about the trend and ways of young customer acquisition;With STP theory,7PS marketing mix theory and social marketing theory as analysis tools,this paper fully analyzes how to select the appropriate young customer marketing positioning for bank a,so as to carry out differentiated marketing,and further refine the 7PS marketing strategy of product mix,price,channel,promotion,personnel,service process and image display,Design a bank’s future marketing strategy for young customers.According to the research idea of finding,analyzing and solving problems,this paper is divided into six parts:The first chapter raises questions.The introduction describes the background,significance and purpose of this study,research ideas and methods,as well as the overview of the research content and framework.Chapter two to chapter three analyze the problem.The second chapter mainly according to the theoretical basis and the current literature collection,collation and domestic and foreign for retail banking financial technology,social marketing,retail banking online marketing transformation,etc;In the third chapter,according to the internal and external situation of the development of Bank A’s retail bank’s young customers,including the macro changes of policy,economy,technology and society,the analysis of competition mode with competitors in the same industry,as well as the change and insight of customer’s individual characteristics,combined with bank a’s own advantages and disadvantages,this paper explores the opportunities and threats of future development.Chapter four to chapter five solve the problem.In the fourth chapter,based on the analysis of the conclusions,we make STP strategy for young customers,further subdivide the market of young customers,and carry out different marketing strategies for several types of market segments,so as to achieve fine marketing and accurate customer expansion.On this basis,we determine the unique brand image positioning of bank a;The fifth chapter,on the basis of STP strategy formulation,carries out the specific description of marketing strategy from seven aspects of product,price,channel,promotion,personnel,process and display.The sixth chapter is summary and prospect.Combined with the content of this paper,this paper puts forward the summary and theoretical enlightenment,and further discusses the limitations and shortcomings of this paper,as well as the prospect of future scenarios and the improvement ideas of this paper.The suggestions are as follows: in the market selection,for customer segmentation,we should take the 7-25-year-old young customers who can trade financial products as the target customers for marketing.In the process of positioning,it is necessary to reposition the brand image of bank a among such target customers;In terms of market positioning,it is divided into two lines: "horizontal and vertical",and "vertical" : Based on convention,it takes school age as the vertical classification standard,integrates into hierarchical product content,and realizes value contribution.In this regard,we need to run through the whole line: extend the whole life cycle to get customers “ Horizontal line: Based on the characteristics,cultural preferences and interests are taken as the horizontal classification standard to realize the hierarchical service value contribution.In this regard,we need to embrace sensibility and focus on creating brand interest.In terms of differentiation,we need to establish sub brand logo and image,upgrade brand communication based on content and establish online communication channels;In terms of marketing strategy,the 7PS model is used to demonstrate the product innovation,pricing innovation,online platform and scene channel expansion,sales promotion mode of delivery channel and content adjustment,internal and external personnel team,overall scientific and technological service operation system and vivid and interesting tangible display.In the Z era,young customers’ behavioral characteristics such as habit preference,financial technology and social attributes are realized,and how commercial banks carry out marketing strategies for young customers under the bank4.0mode,so as to achieve a large number of young customers(Post-00 customers)and a long life cycle of loyal customer reserveAt present,there are few researches on the marketing strategy of segmenting young customers in the retail banking business at home and abroad,and there are few references available.The research on this segment is innovative and practical combined with the domestic situation.This paper provides feasible marketing strategy guidance and suggestions for bank a’s retail business in the complex and changeable market environment,hoping to provide reference for other retail banks in the marketing strategy of young customers.更多还原