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市場調查報告書

全球零售銀行商品的行銷:最佳業務實踐

Insight Report: Best Practices in Marketing Retail Banking Products

出版商 Timetric 商品編碼 311833
出版日期 內容資訊 英文 59 Pages
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全球零售銀行商品的行銷:最佳業務實踐 Insight Report: Best Practices in Marketing Retail Banking Products
出版日期: 2014年09月02日 內容資訊: 英文 59 Pages
簡介

全球銀行業目前無論在先進國家或是新興國家,金融商品的行銷方法──市場分析、分類、產品、價格設定、促銷(宣傳)方法等──都在劇烈地變化。傳統是透過電視、廣播、印刷媒體、電話等行銷宣傳來試圖提升知名度。但由於線上影片技術及行動通訊技術的進步,透過網路及智慧型手機採取產品資訊的消費者增加,銀行方面開始使用社群媒體等新管道,試圖利用WEB來向消費者宣傳。除此之外更可活用分析功能,分析消費者的收入結構及人口(年齡、性別)結構、心理結構(使用動機、宗教背景等),分析其與銀行間的關係,並藉此可有效果建立產品、價格設定及宣傳策略等。

本報告提供全球各國(美國·加拿大·英國·德國·澳洲·韓國·巴西·俄羅斯·印度·中國)的零售銀行市場上行銷策略之最新趨勢相關分析,提供產業的整體趨勢和課題,已開發國家·新興國家市場結構·影響要素,主要的商品·價格·推銷策略的趨勢,主要企業的具體成功案例(最佳業務實踐)等資訊,為您概述為以下內容。

第1章 摘要整理

第2章 零售銀行市場趨勢

  • 全球市場概況
  • 主要趨勢與課題
    • 主要趨勢
    • 課題

第3章 先進國家市場的行銷策略

  • 分析(分析功能)的利用
  • 客戶的分類和標的設定
    • 年收入水準的分類
    • 人口結構的分類
    • 心理的情形的分類
  • 商品·價格策略
  • 行銷·推銷策略
    • 傳統的行銷
    • 數位·行銷

第4章 新興國家市場的行銷策略

  • 分析的利用
  • 客戶的分類和標的設定
    • 年收入水準的分類
    • 人口結構的分類
    • 心理的情形的分類
  • 商品·價格策略
  • 行銷·推銷策略
    • 傳統行銷
    • 數位行銷

第5章 零售銀行的行銷相關最佳業務實踐

  • Wells Fargo:為了促銷行動銀行·服務利用數位管道
  • Barclays:為了和客戶分享構思的線上·平台
  • ICICI Bank:透過平板電腦銀行(Tab Banking)功能引進開戶服務
  • Guaranty Trust Bank:Facebook上的銀行服務
  • BBVA:活用社群媒體提高客戶忠誠度
  • Russian Standard Bank (RSB):活用分析·平台的優點

第6章 附錄

圖表一覽

目錄
Product Code: VR1040MR

The report discusses key marketing strategies adopted by banks to strengthen their brand values and target diverse customer groups through effective segmentation and product positioning:

  • It discusses key marketing trends in the retail banking industry in both developed and emerging economies
  • It highlights key challenges faced by banks in both developed and emerging economies when formulating effective marketing campaigns
  • It discusses the use of marketing analytics by retail banks in developed and emerging economies to understand customers' buying behavior
  • It provides a competitive assessment of the customer segmentation, product, and pricing strategies adopted by banks in different markets

Summary

The global banking industry is changing the way it markets products and services, with banks in both developed and emerging economies adopting customer segmentation strategies to distinguish their products from those of their competitors. These strategies have increased banks' client bases, and the number of potential customers. To capitalize on this, banks have expanded their product portfolios, adopted pricing strategies, and expanded into new regions. Banks are also focusing on the technological aspects of offering their products, and are using analytics to understand consumers' purchasing behaviors and preferences to offer personalized products and an improved customer experience.

Promotional campaigns through traditional channels such television, radio, print media and telemarketing have been among key initiatives taken by banks to increase brand awareness. The proliferation of video and mobile technology has also enabled banks to market their products and services online, and through mobile channels and social media. As internet access and smartphone adoption increase, so does consumer demand for convenient banking services through these channels. Banks are therefore developing processes and employing new channels to respond to web-based consumers, create brand awareness, promote new products and services, identify customer needs, and elicit feedback.

Banks in both developed and emerging economies are increasingly using analytical tools to analyze consumer-purchasing behaviors, and identify and phase out ineffective pricing structures or reward programs. a number of banks in developed and emerging economies, including Citibank, JP Morgan Chase, Bank of America, Barclays and ICICI Bank, have used analytical tools to analyze high volumes of purchasing data, enabling them to segment and target customers with specific products and services based on customers' income levels, demographic and psychographic profiles, and banking relationships. In order to deliver cost-effective services to different customers, organizations need well-defined and executed segmentation plans.

Scope

  • This report highlights the key operational and technological trends arising in the global retail banking industry due to rising competition and changing consumer behavior.
  • The report gives an insight into marketing strategies adopted by banks in countries such as the US, Canada, the UK, Germany, Australia, South Korea, Brazil, Russia, India and China.
  • The report outlines the various factors affecting consumer's choices of retail banking products in developed and emerging economies.
  • The report also discusses the key drivers, issues and challenges faced by the retail banks while implementing product, pricing and marketing strategies in these economies.
  • a
  • The report outlines the various channels that banks use to launch marketing campaigns, promote products and services, and communicate with customers.

Reasons To Buy

  • Gain insights into the retail banking industry in developed and emerging economies.
  • Gain analysis of banking industry based on strategies adopted to improve products and product portfolios in key markets.
  • Gain insights into key operational and technological trends in retail banking.
  • Gain an understanding of various channels that banks use to promote products and services, and to communicate with customers.

Table of Contents

1. Executive Summary

2. Retail Banking Market Dynamics

  • 2.1. Global Snapshot
  • 2.2. Key Trends and Challenges
    • 2.2.1. Key trends
    • 2.2.2. Challenges

3. Marketing Strategies in Developed Economies

  • 3.1. Use of Analytics
  • 3.2. Customer Segmentation and Targeting
    • 3.2.1. Segmentation based on income levels
    • 3.2.2. Segmentation based on demographic profiles
    • 3.2.3. Segmentation based on psychographic profiles
  • 3.3. Product and Pricing Strategies
  • 3.4. Marketing and Promotional Strategies
    • 3.4.1. Conventional marketing
    • 3.4.2. Digital marketing

4. Marketing Strategies in Emerging Economies

  • 4.1. Use of Analytics
  • 4.2. Customer Segmentation and Targeting
    • 4.2.1. Segmentation based on income level
    • 4.2.2. Segmentation based on demographic levels
    • 4.2.3. Segmentation based on psychographic profiles
  • 4.3. Product and Pricing Strategies
  • 4.4. Marketing and Promotional Strategies
    • 4.4.1. Conventional marketing
    • 4.4.2. Digital marketing

5. Best Practices in Retail Banking Marketing

  • 5.1. Wells Fargo's Use of Digital Channels to Promote Mobile Banking Services
  • 5.2. Barclays' Online Platform Allowing Customers to Share Ideas
  • 5.3. ICICI Bank Introduced the Tab Banking facility to open accounts
  • 5.4. Guaranty Trust Bank Takes Banking on Facebook
  • 5.5. BBVA Uses Social Media to Improve Customer Loyalty
  • 5.6. Russian Standard Bank (RSB) Benefits from an Analytics Platform

6. Appendix

  • 6.1. Methodology
  • 6.2. Contact Timetric
  • 6.3. About Timetric
  • 6.4. Timetric's Services
  • 6.5. Disclaimer

List of Tables

  • Table 1: Internet and Mobile Penetration In Emerging Markets, 2013
  • Table 2: Top 100 Most Liked Banks on Facebook, March 2014
  • Table 3: Top 100 Banks on Twitter by Number of Followers, March 2014
  • Table 4: Global Markets by Unique Video Viewers, December 2012
  • Table 5: Mass Affluent Adults in Developed Economies (Percentage of Total Adult Population), 2009-2013
  • Table 6: Wells Fargo's Increased Interest Rates on CDs
  • Table 7: Commercial Bank Branches (per 100,000 Adults) in Emerging Economies, 2009-2012
  • Table 8: Digital Marketing Initiatives by Banks in Developed Economies
  • Table 9: Unbanked Population Statistics, 2013
  • Table 10: Annual Interest Rates for HDFC Bank's Term Deposit Account (Below INR10 Million)
  • Table 11: Annual Interest Rates for HDFC Bank's Term Deposit Account (Below INR10 Million)
  • Table 12: Commercial Bank Branches (per 100,000 Adults) in Emerging Economies, 2009-2012
  • Table 13: Digital Marketing Initiatives by Banks in Emerging Economies

List of Figures

  • Figure 1: Overview of Retail Banking Marketing
  • Figure 2: Teenagers and Young Adults (Aged Below 25 Years) in Developed Economies, 2009-2018
  • Figure 3: Aging Population (65 Years and Over) in Key Developed Economies, 2010-2025
  • Figure 4: Population Gender Percentages in Key Developed Economies, 2013
  • Figure 5: Young and Economically Active Populations in Emerging Economies, 2010-2025
  • Figure 6: Population Gender Percentages in Key Emerging Economies, 2013
  • Figure 7: Active Mobile Broadband Subscriptions in Developing Economies (Million), 2009-2013
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