은행 실버고객층에 대한 마케팅 전략에 관한 연구

Abstract

국 문 요 지

은행 실버고객층에 대한 마케팅 전략에 관한 연구

한양대학교 기업경영대학원 경영학과 김 미 옥 지도교수 문 준 연

우리나라는 현재 베이비붐세대가 본격적으로 은퇴를 시작하는 고령화 사회의 중반에 접어들었으며, 이러한 추세는 다른 선진국들에 비하여 매우 빠른 속도로 진행되고 있는 상황이다. 이러한 사회의 변화는 다른 측면으로 경제를 이끌어가는 시장의 주체인 예비실버, 나아가 실버세대가 될 수 있다는 것을 예견할 수 있고 실버산업은 매우 중요한 시장의 한 부분으로 작용할 것이다. 이러한 현상은 사회의 고령화로 인하여 야기되는 문제에 대해 전반적인 준비가 필요하며 특히 개인들의 자산관리에 대한 개인적· 제도적 노후준비는 미국, 일본 등 선진국의 경우 제도적으로 단계를 밟아 안정화된 상황이다. 우리나라의 경우 베이비붐세대의 고령화는 안정적인 노후를 위하여 실버금융을 통한 재무 설계가 절실히 요구되는 상황이다. 실버세대가 은퇴 후 안정적인 노후생활을 영위하기 위해서는 장기적인 안목을 갖고 미리 준비하여 노후에 재정적인 독립성을 확보하는 것이 무엇보다 중요하다. 그러나 국내의 실버금융시장은 미국, 일본 등 경제 선진국에 비해 초보 단계에 머물고 있는 실정이다. 또한 과거 주요선진국의 노령화에 대비한 실버 금융상품 및 실버마케팅전략을 거울삼아 우리나라의 주요금융기관인 은행을 중심으로 실버 층을 세분화하여 마케팅 전략을 펼칠 필요가 있다. 그러므로 실버마케팅에 관한 전반적인 마케팅이론과 실버금융의 중요성, 실버마케팅에 관한 필요성을 살펴보고 미국, 일본의 실버마케팅 사례 등을 통하여 우리나라 은행의 상품출시 현황과 한계점, 나아가야할 방향을 모색해 보고자 한다. 특화된 상품개발 및 마케팅을 통하여 매스(Mass) 실버세대를 관리하고. 맞춤형 서비스로 실버 층을 위한 종합자산관리방안을 살펴봄으로써 앞으로 은행의 실버 마케팅의 활성화를 기대한다. |ABSTRACT

A Study on Marketing Strategies for Senior Customers in Korean Banks

Kim, Mi Ok Dept.of Business Administration The Gradute School of Business Management Hanyang University

Korea has gotten into the middle of aging society which the people of baby-boom generation have started to retire. This trend is relatively faster than any other developed countries. The change of this could be considered that the main primary source of leading economic value in the market is pre-silver generation and silver generation either. Thus, silver generation is very important part of the market. This phenomenon need an wide preparation faced with the problem caused by ageing society, especially, for the management of private assets, silver life fare should be needed personally and systematically like developed countries such as USA and Japan that have sustainable system for silver life. In Korea, in order to obtain stable silver life, baby-boom generation needs financial management through silver banking service. After they are retired, to get stable life, financial independence is more important than any other things with long-term perspective. The market of sliver banking in korea, however, has just stayed at the first step, comparing to system in the developed countries like USA, Japan and any others. Moreover, from the milestone of the silver banking service and silver marketing strategy in the developed countries, the banks, the main financial institutions, should set up marketing strategies through segmentation. Therefore, primary marketing theory about silver generation, the importance of silver banking and the need of silver marketing should be brushed. From the case of silver marketing in the USA and Japan, problems of the statement of services, limitless and the path of silver marketing in korea should be figured out. Through the development specialized services and marketing, mass silver generation could be managed and Seeking comprehensive asset management through the customized services could be expected the activation of silver market in the bank.; ABSTRACT

A Study on Marketing Strategies for Senior Customers in Korean Banks

Kim, Mi Ok Dept.of Business Administration The Gradute School of Business Management Hanyang University

Korea has gotten into the middle of aging society which the people of baby-boom generation have started to retire. This trend is relatively faster than any other developed countries. The change of this could be considered that the main primary source of leading economic value in the market is pre-silver generation and silver generation either. Thus, silver generation is very important part of the market. This phenomenon need an wide preparation faced with the problem caused by ageing society, especially, for the management of private assets, silver life fare should be needed personally and systematically like developed countries such as USA and Japan that have sustainable system for silver life. In Korea, in order to obtain stable silver life, baby-boom generation needs financial management through silver banking service. After they are retired, to get stable life, financial independence is more important than any other things with long-term perspective. The market of sliver banking in korea, however, has just stayed at the first step, comparing to system in the developed countries like USA, Japan and any others. Moreover, from the milestone of the silver banking service and silver marketing strategy in the developed countries, the banks, the main financial institutions, should set up marketing strategies through segmentation. Therefore, primary marketing theory about silver generation, the importance of silver banking and the need of silver marketing should be brushed. From the case of silver marketing in the USA and Japan, problems of the statement of services, limitless and the path of silver marketing in korea should be figured out. Through the development specialized services and marketing, mass silver generation could be managed and Seeking comprehensive asset management through the customized services could be expected the activation of silver market in the bank.