The Research And Design Of Service Marketing Process For VIP In Chinese Commercial Bank

Chinese commercial bank's marketing and service can no longer meet the customers'needs of personal financial service. After entering the WTO, Chinese commercial banks will soon face the competition of globalization. In order to enhance their core competence , Chinese commercial banks have to consider how to improve the quality of service for VIP , how to enhance VIP customers' loyalty and maximize VIP customers' value.The article focus on the operating pattern,personal financial products and service marketing pattern in Chinese commercial banks based on the theory of service marketing,financial service marketing, customer relationship management and relationship marketing. The process of Chinese commercial bank's VIP service marketing includes how to develop VIP customers from the hall of the subbranch and other channels, how to establish the VIP customer relationship and how to safeguard the VIP customer relations through managing and analysising customer information effectively, making maintenance plan,and consultant Marketing. The process depends on good organizational pattern,which is designed for Chinese commercial bank service marketing. The organizational pattern includes construction of subbranch's organizational structure, enactment for duty and requirement of the positions and organization for the cooperation mode of the customer manager team. Subsequently, the system of the VIP customer development, maintenance and service is designed in Chinese commercial bank.