商业银行作为国家金融机构的重要组成部分，在自身金融业务经营管理过程中，充分服务于G、B端对公客户与C端个人客户。其中，个人金融业务条线是指商业银行以个人和家庭为目标客户，推出的全方位金融产品和相应服务的统称，并且它具有整合对公和个人客户资源的业务特点，目前已经成为商业银行经营发展的重要基石。而充分剖析商业银行个金业务板块，其包含的代发工资业务涉及客户类型及领域广泛，是单位员工享受银行营销服务体验最直接的业务，也是商业银行储蓄存款增长提升的重要来源。
针对代发业务。一方面，银行能够稳定与对公客户的合作关系，不断实现批量拓展个人客户，并深度维系中高端客户关系；另一方面，还可以帮助商业银行实现对公客户的有效渗透，有助于商业银行扩展低成本存款来源、有利于监测对公客户的资金运营情况，并切实提升商业银行全金融产品营销的成功率和整体服务水平，这也是商业银行代发工资业务能够批量化、持续化增长的关键。而高校客群代发工资业务具有“源头性”、“稳定性”、“联动性”、“一贯性”和“强粘性”五大特征，是商业银行个金代发工资业务发展关注的重点客群，也是近年来同业竞争最为激烈的领域之一。
对于Z银行而言，与同业金融机构相比，在营销过程中，没有充分发挥出自身优势，在营销模式和主流产品推广上同质化较高。同时，受制于城市空心化影响，在对公单位及人口外迁的影响下，其核心高校客户代发工资客群的金融资产呈现逐渐转移和流失的态势，这也给Z银行带来了极大的困扰。基于此，本文通过对Z银行高校客户代发工资客群资产流失状况进行案例分析，采取深度访谈、数据调研的方式，仔细剖析原因，并结合当前金融数字化场景建设情况，研究商业银行高校客户代发工资客群业务在丰富获客渠道、开展客户活动、创新定制服务、做好精准营销、加强线上经营、推进分级管理等多个方面的突破路径，以及高层营销、有效承接、机制建设、科技支撑、风险防控等保障措施，力求为解决高校客户代发工资客群资产流失问题提供有效策略。

As an integral part of national financial institutions, commercial banks play a vital role in serving government and business-side clients as well as individual customers in their financial operations and management. The personal financial business line encompasses a comprehensive range of products and services tailored for individuals and families, integrating resources from both public and individual customers, thus serving as a cornerstone for the operation and development of commercial banks. A thorough analysis reveals that payroll services encompass a diverse range of customer types and sectors, representing the most direct means for employees to access banking services while also serving as a significant source of deposit growth for commercial banks.
In terms of client referrals, this service enables banks to solidify relationships with public customers, expand their base of individual clients in batches, maintain strong ties with medium- to high-end customers. Furthermore,it facilitates effective penetration into the public customer segment,enlarges sources of low-cost deposits,and monitors fund operations among public customers; enhancing overall success rates in marketing financial products by commercial banks while elevating service levels - all pivotal factors contributing to sustained growth within the payroll business sector. With its five key characteristics - "source", "stability", "linkage", "consistency"and"strong stickiness"-college client group payroll service represents an essential focus area for commercial bank development efforts.
However,Z Bank has not fully leveraged its advantages during marketing processes compared to other industry peers; instead exhibiting higher homogeneity in marketing models alongside mainstream product promotion strategies.Moreover,the gradual transfer or loss of financial assets held by core university clients acting as wage payers underlines significant challenges faced by Z Bank.Consequently,this paper conducts a-case analysis on asset loss within Z Bank's college client payroll group through methods such as in-depth interviews,data research,and careful examination combined with current digital scene construction status,to explore breakthrough paths across various aspects including enriching customer acquisition channels,customer activities innovation,customized service enhancements,promotion precision marketing,strengthen online operations,hierarchical management promotion,and safeguard measures like high-level marketing,effective undertaking mechanism construction,supportive technology,risk prevention,and control measures,striving to provide effective strategies addressing asset loss issues among college client payroll groups.