The Research On Differential Service Of Commercial Bank High-End Customer Under Homogenization Background

To commercial bank, the high-end customers are those group who have fundamental influences, they will bring high wage and long-term benefits to the banks, and they are one of the prime sources which will bring great profit to the banks. The high-end customers’ amount isn’t high, however, they have high additional value, high loyalty and great contribution to the banks, they also approve the operational pattern and products of the banks, and they will have a long-term collaboration with the banks. Almost20%high-end customers contribute80%profits to the banks, they become the banks’ profits origin, when the phenomenon of products homogenization become more serious and the competition among enterprises become more fierce, high-end customers become a special and important group, and they have to be key targets to commercial banks. Meanwhile, they perform important role in the economic life, they have characteristics of big business requirement, wide variety coverage and sharp anti-risk capability. For instance, in China, there are90%high-end customers in four major state-owned commercial banks.Because banks strive for high-end customers, they put higher demands to banks’ products, pure relationship marketing cannot maintain long-term collaboration between banks and enterprises. How to wider the methods of "relying on relationship, products and services"? How to reinforce the basis of bank-enterprise collaboration? How to change products structure, innovate service content and change marketing pattern? All of these are deserve discuss in both academic and practice level.This paper analyses adopts knowledge of management and economics, uses the methods of document research, comparative study, data analysis, case study and SWOT, gives some suggestions for commercial bank high-end customer differential service under homogenization background, and gives some counter measures for the problems in this realm.This paper consists of six parts:1. Introduction. This part elaborates research background, aids, significance, thought, methods and innovations.2. This part Theoretical Foundation and Literature Review. The main part of the contents on homogenization and differentiation concept definition,7P marketing theory, banking service system and high-end customer service research literature review and comb.3. The third part analyses the current situation of commercial banks’ high-end customers market in China, uses comparative method to compare the high-end customers service in our country and abroad.4. This part selects Chinese Industry and Commercial bank as a definite target to give a countermeasure. Adopting SWOT method to analyze the current situation, the competition ability in macro and micro level and to give some suggestions to the development of commercial banks’ high-end customers service.5. This part China Industrial and Commercial Bank of China tries to put forward high-end customers differentiated services development proposal for the theoretical study sought to practice foothold.6. Six part Conclusions and outlook. This chapter analyzes based on previous paper summarizes the research findings, this study also shows that the deficiencies in this field pointed out the direction for future research.