I. How to carry out scene marketing 1, segmentation customer The customer segmentation and layered are no longer a new thing for many bank practitioners. Customer segmentation and layering are differentiated marketing The key core foundation formulated in the long run, banks have made layers of customers with the assets of customers in banks, just like the "28 Laws" proposed by Italian economists to become the division of gold profits in the banking industry. 20%of the source of profits. For high -quality customers, 80%of profits are derived from ordinary customers. Most banks distinguish these 20%of customers into private bank customers and wealth management. The advantages of layered segmentation are to facilitate formulating and implementing differentiated advanced service strategies. For high -quality customers, layered subdivision helps customers to enjoy more financial services, which will help attract customers to continuously continuously The funds that are gathered and precipitated outside the bank are for retail customers, and the customer layers divide customers into different dimensions. Starting from the aspects of the customer's profit, time and characteristics, fully consider each other's interaction, banks can also be based on each other. Loyalty, population attributes, customer value, customer consumption, cash flow and other characteristics to subdivide customers, form a characteristic label of customers, make the bank's data precipitation and analysis richer, create online and offline marketing, broaden marketing marketing Channel and the cause of the epidemic have also changed the consumption habits of some middle -aged and elderly people, which will inevitably make the target group of subsequent online marketing. , Customer segmentation is particularly important. 2. Self -built scenes, combine sceneization with customers In the concept of marketing marketing, emphasize "sales is the scene". From the perspective of scene selection, the first step of self -built scene is to screen the market segment. According to the above subdivision principles, build different scenarios for different groups, and then clean the existing channels. The scene, based on customer needs as the basis, re -examine and excavate the resources and functions of the scene, improve the effect of the scene, seize the high -frequency scene of demand, and continuously subdivide the existing scene in order to bring new scene value Essence 3. Establishing progressive emotional links The uniform single -knife direct -in marketing has made customers feel bored. Therefore, for marketers, it is better to change a marketing idea and put aside the interests of financial products. From the interests of financial products, from the interests of financial products, from Start with other needs of customers, look for emotional link points, obtain customer trust through emotional links, face the products we launched, form a progressive linker with customers, listen to customers' opinions on the product and customers What products do you need, respect customers' opinions, and build a trust foundation with customers, such as to carry out a marketing activity in the face of the customer group of middle -aged and elderly women. In addition to opening the financial characteristics of the product, many banks think of "square dance and Touncing customer" The method created the conditions for expressing financial demand for the aunts, and opened the pass through the mode of service and gifts, so as to successfully marketing. 4. Embedded marketing The financial business provided by customers in the past is always its own system. Whether it is marketing, service, and innovation, it is expanded within the scope of its own channels and its own products. However, with the rapid rise of Internet finance and the increasingly fierce competition of financial institutions, the original customer acquisition method has been unreachable. Therefore, banks must change their strategies, and the "entrance" of financial services began to gradually scattered into the demand scenario and change to change. Service mode for "customer -based". Incorporating financial services into the external environment has become a component unit in the ecology, serving customers with many participants, and "shared customers" has become a basic consensus. For example, more and more banks seek third -party cooperation with a more open attitude, and dispersed the past independent financial services into one by one in life application scenarios, and then through the development of various APPs, artificial intelligence and other technologies. Lay a solid financial foundation for the integration of external service boundaries. As a one -stop digital service solution provider, Jin Yilian can provide financial institutions with open digital technology capabilities, help enterprises create industry -grade ecology, and realize multi -institutional links.
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