한국생활과학회지 (Korean Journal of Human Ecology)
- 제13권3호
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- Pages.453-466
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- 2004
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- 1226-0851(pISSN)
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- 2234-3768(eISSN)
국내 은행의 고객세분화 마케팅 전략 비교분석
A Study of Marketing Strategies as a Customer Segmentation in Domestic Bank
- 배미경 (계명대학교 경제통상대학 소비자정보)
- Bae, Mi-Kyeong (Major in Consumer Information Science, College of Economics & International Commerce KeiMyung University)
- 발행 : 2004.06.30
초록
This study reviewed the marketing strategies of domestic banks and introduced the theoretical framework of CRM model. The market segmentation for consumers in several domestic banks was compared and whether those informations were useful for consumers to evaluate the banks fit to their needs and for bank managers to promote their marketing strategies were also analyzed. The results of study showed that the domestic banks seemed to be apparently different in consumer services. This study showed that their private strategies must be somewhat different and it was important to search and keep those VIP's who contributed to their business. It was recommended to build the PB(private banking) center to counsel those VIP's and to analyze customers' characteristics.