第1个回答 2009-05-31
4.1.2 市场细分、目标定位
目前大部分居民主要是以个人储蓄作为个人财产保值的主要手段，然而事实上，居民已经无法通过储蓄给自己带来太大的收益。但是仍然有60%以上的中国普通居民理财倾向于储蓄。来自国家统计局2007年国民经济和社会发展统计公报显示：截至2007年12月，城乡居民人民币储蓄存款余额已经突破17.25万亿元 ，创造了历史新高。如图1.2所示。
民众手中有大量的闲散资金，但因缺乏投资理财方面的专业知识和技能，而无法实现通过理财达到增值这一目的。2004年国家统计局中国经济景气监测中心进行的一项调查表明，被调查的70%的居民希望得到专业理财机构和顾问的指导。
长期以来，个人业务仅是国内商业银行筹措资金的手段，银行向个人客户提供的服务是无差别的大众化服务。随着市场竞争的加剧，国内商业银行应逐步引入市场细分理念，确立以客户为中心的经营理念。以目标客户为基础，根据客户的需求开发服务新产品，有差别地、选择性地进行金融产品的营销和客户服务，根据客户在不同阶段、不同行业和不同的风险偏好，为其设计个性化的理财计划。
细分市场，实行差别化、分层次的服务要求银行一方面要进行市场细分，确定商业银行要发展的目标客户群体，对目标客户主动出击。另一方面，必须全面加强客户关系管理，为客户提供全面周到的服务。然而在对客户做好市场细分的同时也要注意到，商业银行之间有着很强的摹仿力，所以现在各商业银行要在产品创新上取胜，在目前这种情况并不是长久之计，只能获得暂时的利益。只有在消费者和市场中确立了自己良好的个人理财品牌形象，才能在各式理财服务中脱颖而出，并大大提高自身品牌的附加值。
4.1.2 Market segmentation, targeting
At present the majority of the population based on their personal savings, personal property as a primary means of preserving and increasing, but a matter of fact, residents have not brought about through savings to their income too much. However, there are still more than 60% of China's ordinary people tend to fiscal savings. National Bureau of Statistics in 2007 from the National Economic and Social Development Statistical Bulletin show that: As of December 2007, renminbi savings deposits of urban and rural residents has exceeded the balance of 17.25 trillion yuan, has created an all-time high. As shown in Figure 1.2.
People in the hands of a large number of idle funds, but due to a lack of investment management expertise and skills, and can not be achieved through value-added financial management to achieve this purpose. National Bureau of Statistics in 2004 Monitoring Center of China's economic boom to a survey conducted showed that 70% of surveyed residents want financial institutions and professional guidance adviser.
A long time, the personal business of domestic commercial banks is only a means of financing, the banks provided to the individual customers of the popular service is non-discriminatory services. As the market competition, domestic commercial banks should be gradually introduced the concept of market segmentation, to establish customer-centric business philosophy. To target customers based on customer needs based on new product development services, there is a difference, the selective marketing of financial products and customer service, according to the customer at various stages, different industries and different risk preferences for the design of personalized financial management plan.
Market segments, the implementation of differentiation, at different levels of service require banks to carry out market segmentation on the one hand, to determine the commercial banks to develop target groups, to take the initiative to target customers. On the other hand, we must comprehensively strengthen the customer relationship management, providing customers with comprehensive service. However, in the good market segmentation of customers should be noted at the same time, commercial banks have a strong imitation, and the commercial banks now have to win in product innovation, in the current situation is not a permanent solution, only for temporary benefits. Only when consumers and the market established a good personal finance their own brand image in order to stand out all kinds of banking services and greatly improve their own value-added brands.
第2个回答 2009-05-31
People in the hands of a large number of idle funds, but due to a lack of investment management expertise and skills, and can not be achieved through value-added financial management to achieve this purpose. National Bureau of Statistics in 2004 Monitoring Center of China's economic boom to a survey conducted showed that 70% of surveyed residents want financial institutions and professional guidance adviser.