老龄化背景下金融机构客户细分与营销机制研究

Research on Customer Segmentation and Marketing Mechanisms of Financial Institutions under the Background of Population Aging

摘要: 人口老龄化加速推进，老年群体逐渐成为金融机构的重要客户来源。基于生命周期理论与行为金融学视角，系统分析老龄客户的财富结构、风险偏好与行为特征，构建涵盖资产规模、风险偏好与数字化能力的多维客户细分框架，归纳异质性老龄客户的典型群体画像。在此基础上，从产品匹配、渠道配置与合规保障三个层面设计差异化营销机制，为金融机构精准服务老龄客户、提升市场竞争力提供理论支撑与实践参考。

Abstract: As population aging accelerates, the elderly have gradually become a significant source of customers for financial institutions. Based on life cycle theory and behavioral finance, this paper analyzes the wealth structure, risk preferences and behavioral characteristics of elderly clients, constructs a multidimensional segmentation framework covering asset scale, risk preference and digital capability, and identifies key profiles of diverse elderly clients. On this basis, a differentiated marketing mechanism is designed across three dimensions: product matching, channel configuration and regulatory compliance, providing theoretical support and practical reference for financial institutions to better serve elderly clients and improve market performance.