Commercial Banks' VIP Customers Marketing Process Re-Engineering Based On The Services Marketing Theory

Since the operations of Chinese commercial banks became market-oriented, competitive situation among commercial banks has gradually developed. Many Chinese commercial banks begin to introduce some advanced marketing thoughts and theories. However, compared with the development of western banks, the process of banks' commercializing and marketing in our country is relatively lagged: the research of banks' marketing still stays in the imitating stage; many commercial banks just introduce the theories of traditional marketing rather than create new ideas; the marketing practice of many commercial banks is more groping than serve as standard pattern. So this thesis aims to analyze the marketing activities of banks from the perspective of services marketing. In addition, a real marketing case is provided for the analysis of MS bank Guangzhou branch's customer service system.This thesis consists of six chapters. In the first three chapters the author discusses the theory of services marketing and related concepts. In the following three chapters, based on the discussion above, the author analyzes and evaluates the process of re-engineering MS bank Guangzhou branch' VIP services system.The first chapter analyzes the operating background of services marketing of domestic commercial banks, and then points out that it is necessary and significant to launch and develop services marketing for Chinese commercial banks. The second chapter first introduces the concept and characteristics of commercial banks' services marketing, then presents the evolution of western banks' marketing theories, and the development of Chinese commercial banks' marketing conception. The third chapter puts forward some essential concepts concerning services marketing such as bank services, services channel, services expression, customers relationship construction, and so on.From the fourth chapter, the paper turns to case analysis from pure theory discussion. The fourth chapter introduces the former customer services system of MS bank Guangzhou branch: the elementary customer manager system, which is banking products, promotion-oriented and discusses the former services system's problems by means of the gap model of the services experience, then describes the VIP customers' services system. The fifth chapter, which together with the fourth chapter tries to make a comprehensive exploration of customers' service system and its operation, analyzes the process re-engineering and implementation of VIP customers services and evaluates the effect ofthe process re-engineering. The sixth chapter of the paper discusses the services satisfaction and customers' loyalty, which is the key purpose of the services marketing of the commercial banks and provides the author's some opinions and suggestions.