Marketing Strategy To VIP Customers Of Regional Commercial Bank

Commercial banks’ VIP customers, also known as high-quality customers orkey customers, give a high contribution to commercial banks’ profits. Although VIPcustomers hold a litter proportion in commercial banks’ customer group, they arevery important beyond common sense. Therefore, VIP customers have a deep effecton commercial bank’ development, especially on those regional commercial bank.It’s necessary to re-examine the VIP customers in the increasingly competitive andcomplex environment. At the same time, regional commercial banks apply differentmarketing strategies to different VIP customers to maintain relationships andimprove their loyalty. Hence, the research on commercial banks’ marketing strategiesto VIP customers is significant to the development of regional commercial banks.There are several research works as blow.(1) Based on marketing theory and research on VIP customers, three marketingstrategies are put forward in the perspective of relationship marketing. They arediscovery strategy in creational stage, satisfaction strategy in maintained stage andloyalty strategy in intensive stage.(2)SWOT is applied to analyze marketing factors in four aspects: the strengths,the weaknesses, the opportunities and the threats. What’s more, several feasiblemarketing strategies are put forward from SO strategy, WO strategy, ST strategy andWT strategy, aiming at developing market of VIP customers.(3) Four safeguards are suggested: creating a good brand image to attractsubdivided VIP customers; seeking the support of departments in charge andestablishing a close business contact with the government; contacting with the publicmedia and optimize the relationship among banks; enhancing employee’s loyalty andestablishing good relationship with VIP customers.The analysis above comes to three points: VIP customers have become the focus of the competitions between commercial banks; regional commercial banksshould take advantage of their favorable factors to develop the VIP customers’ market;regional commercial banks should attract and develop VIP customers by focusing onbrand image, optimizing external public relations and cultivating employee loyalty.