MBA学位论文
作者：林剑锋
中国银行A分行老年客群零售业务服务营销策略优化研究
中国银行A分行老年客群零售业务服务营销策略优化研究
中文摘要
银行业是国家经济发展的支柱性产业之一，在人口老龄化日益严峻的背景
下，银行转型发展急不可待。在银行客户群体中，老年客户偏好储蓄的习惯，对
投资理财和增值保值的渴求，使其成为银行在我国“未富先老”大背景下的零售
业务发展的重要突破口。本论文以中国银行 A分行为例，深入探究该行在人口
老龄化背景下老年客群零售业务优化与发展，并提出行之有效的措施，力图解决
该行目前面临的一大实际问题。
通过对中国银行A分行老年客群在存量客户中的占比及业务贡献度等情况
进行分析发现，该行中老年客户不仅基数大、贡献突出，而且还在以惊人的速度
快速增长。由此可知，老年零售市场不仅是中国银行 A分行市场中不可或缺的
部分，还在其中起着中流砥柱的作用。
其次，采取问卷的形式获悉老年客户在中国银行A分行服务现状的看法以
及相关业务需求，深层次分析各要素相关性及差异性，为产品开发、设施优化和
服务升级提出了方向性建议。进一步表明在时代大环境和市场小环境下，中国银
行A分行必须要及时调整发展策略，优化管理路线的必要性及重要性。
最后，基于上述的分析明确了老年客群零售业务服务营销策略优化方向，
中国银行A分行要将老年客群开发和提高老年客群服务质量放在首位。要及时
转变工作思路，从制度到具体服务，再到体制和相关资源投入方面进行相应调整，
借助新兴渠道服务工具触达客户，以此深挖客群价值，提升品牌美誉度；通过研
发老年客群产品服务，拼抢中老年客户市场份额；围绕老龄客户生活密切相关的
医养住行学等方面的需求搭建相应的服务场景，让老年客群老有所养，病有所医，
老有所乐。
综上所述，老年客群这一庞大的客户群体，在不久的未来将成为中国银行
A分行业务竞争的中坚力量，该研究不仅有助于中国银行A分行对客户市场有更
细致的规划，充分利用老年客户资源，赢得发展先机，更有助于该行以老年客群
为鉴，推进个人金融业务的发展实效。
关键字：零售业务，老年客群，策略优化
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MBA学位论文
作者：林剑锋
中国银行A分行老年客群零售业务服务营销策略优化研究
BANK OF CHINA BRANCH A RESEARCH ON
MARKETING STRATEGY OPTIMIZATION OF RETAIL
BUSINESS OF ELDERLY CUSTOMER GROUP
Abstract
Banking is one of the pillar industries of national economic development. Under
the background of increasingly severe aging of population, it is urgent for banks to
change their development strategy. Among the bank's customer groups, the elderly
prefer to save, and are eager to invest, finance and value increase, making them an
important breakthrough for the development of retail business under the circumstance
of "getting old before getting rich". Taking A branch of Bank of China as an example,
this paper deeply explores how to optimize and develop bank retail business under the
aging population, and puts forward effective measures to solve the problem, trying to
solve A major practical problem facing banks.
According to the proportion of elderly customers in A Branch of Bank of China
and their contribution to banking business, middle-aged and elderly customers of the
bank not only have A large base and outstanding contribution, but also grow at an
astonishing speed. It can be seen that the elderly retail market is not only an
indispensable part of the market of BANK of China A Branch, but also plays A
pivotal role in it.
Secondly, questionnaires and interviews were used to learn the specific problems
encountered by elderly customers in the bank's service process, their views on the
bank's service andthe in-depth services they hopeto obtain, and directional
suggestionswere putforwardforthebank's productdevelopment,facility
optimization and service upgrade. It further indicates that under the environment of
The Times and the small market environment, Bank of China A Branch must adjust
its development strategy and optimize its management route in time.
Finally, based on the above analysis, the optimization direction can be clarified.
The elderly customer group development and improve the elderly customer group
service quality in the first place. From the system to the specific service, the elderly
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MBA学位论文
作者：林剑锋
中国银行A分行老年客群零售业务服务营销策略优化研究
customer group should be regarded as a key service object, and put into the focus of
assessment; Develop customized accounts and products for elderly customers to
expand the middle-aged and elderly customer market; Increase resource investment to
the elderly customer group, use high-tech to improve the service level, tap customer
potential, so as to improve the satisfaction and loyalty of the elderly customer group
to the bank; In the medical treatment, health care, learning, consumption and other
aspects of the construction of the corresponding service scene, so that the elderly
customer group elderly care, medical treatment.
To sum up, old customers to the vast customer group, in the near future will
become the backbone of the bank of China, A business competition, the study will not
only help the bank of China, A market to customers have A more detailed plan, make
fulluse ofthe middle-agedandold customerresources,win development
opportunities, more help to the bank to old customers to guide, attach importance to
the development of personal financial business.
Keywords： Retail Business，Elderly Customers Group，Optimization
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