Study Of The Identity Of Customers Of Bank Premier Banking Services In China

With the rapid growth of the economy since the Reform and Open policy began 30 years ago, China's inhabitant deposits have large growth each year, which has gradually formed a big quantity of the stratum with medium or large wealth. The large financial property of theirs badly needs professionals to manage, therefore it becomes a focus at which domestic banks compete with foreign banks. The VIP Wealth Management services for them appeared in abundance. However, the VIP Wealth Management services of domestic banks are still in the initially developing period, where many disadvantages exist, and there are quite few research and discussion in the aspect of the VIP customers' identification of the services. Focusing on these problems, this paper combined customers' identification with commercial banks' VIP Wealth Management services, and constructed an index system of customers' identification of commercial banks' VIP Wealth Management services. First, through the literature research, based on the definition and the explanation to the related concepts of customers' identification, the paper summarized related theories of the influencing factors of customers' identification, then reviewed the research on the commercial banks' VIP Wealth Management services aspect as well as the investigation of the VIP customers' identification of the services. These formed the theoretical basis of the paper. Second, based on theories and former research, this paper abstracted a structural model of customers' identification of banks' VIP Wealth Management, and formed a preliminary index system, then taking Factor Analysis on the VIP customers of a domestic bank's Nanjing branch, obtained an adjusted index system and each index's weight. The final system includes 2 1st level index, 10 2nd level factors and 45 3rd level sub-factors. Then this paper used the index system in small sample investigation to evaluate the VIP customers' identification of the same bank's services, finding that the overall level of VIP customers' identification was quite low, in which "relation" and "identity symbolization" gained comparatively high scores while "products" "services" and "staff' etc. gained comparatively low scores. This revealed the weak aspects of the current VIP Wealth Management provided by domestic banks. Finally, the paper summarized the theoretical research and the exploratory finds of the index system, and proposed some suggestions to improve customers' identification and competitive power of domestic banks' VIP Wealth Management services.