资源优势视角的银行中高端业务市场细分  

The Segmentation Strategies of Chinese Commercial Banks in the High-and-medium-end Individual Services

作　　者：杨丽华[1] 杨瑞[1] 

机构地区：[1]中南林业科技大学商学院,湖南长沙410004

出　　处：《中南林业科技大学学报（社会科学版）》2010年第4期72-74,100,共4页Journal of Central South University of Forestry & Technology（Social Sciences）

基　　金：湖南省哲学社会科学基金项目"服务补救情境下顾客满意的前置因素研究"(编号:09YBB439)

摘　　要：随着居民收入水平的提高特别是金融消费观念的更新,个人对金融服务的需求出现了多元化和个性化特征,中产阶层和富裕阶层作为社会阶层已经开始显现。为此,我国商业银行必须适应新的市场形势,对个人业务重新进行市场细分。鉴于我国个人银行业务消费市场的变化,建议我国商业银行将个人银行业务的服务链向上、下延伸,并将VIP客户深度细分为富裕阶层和上层中产阶层,特别提出要高度关注极具消费潜力的80、90后独生子女群体。With the increasing of the residents’ income and the renewal of the customers’ financial consumption conceptions, the diversities and varieties of the individual demands of financial services gives promises to develop segmentation and diversification strategies among individual customers. However, the identification and segmentation of the individual customers is still a brand new field for Chinese banks to explore. Based on the study of segmentation and positioning strategies of foreign banks in Chinese market, this paper explores the rational STP strategies of Chinese ＂Big-Four Banks＂ among high-and-medium-end individual customers. Our study suggests upward and downward extensions of the individual services of commercial banks and the necessary to deploy a further segmentation of the Affluent Group and Upper Middle Class, and a special concern on the Only-child Generation.

关 键 词：四大银行 中高端客户 市场细分与定位 

分 类 号：F832[经济管理—金融学]