Research On Marketing And Maintenance Of Commercial Bank 's High - End Customer Personalized Service

With the rapid development of economy and the income of the residents haveincreased steadily. The accumulation speed of personal wealth is continuing at anincreasing pace. The scale of wealth of our society is also increasing. The financialmarket also will be in constant development and residential investment demand isgrowing to diversify,their need of financial management is increasing. Since joiningthe World Trade Organization, foreign banks have settled in our country. Foreignbanks’ high-end customer service is its core business to occupy the commandingheights of global banking, and its high-end customer business is the main bankprofits growth point. Our Commercial banks’high-end customer business is still inthe primary stage of development and is facing the increasingly fierce competitivesituation of the resources of high-end customers. So, the Commercial Bank of ourcountry must speed up the strategic transformation,transfer financing platform to thefinancing,financial services platform which is as important as financing，and need tochange its service ideas and innovate financial products to meet the demand forhigh-end customers,in order to get more high-end customers.In this paper,the related concept of banks’ personalized service of the high-endcustomer business is proposed. By using modern financial theory,to analyze themarket supply and demand,and analyze investment income and risk,through the useof marketing theory,to analyze market segmentation and marketing.Then this paperstudies the foreign bank’s advanced management and marketingexperience.Reference their strategy that is consistent with our country nationalcondition, and advice of improving the quality of Our country’s commercialbanks’high-end customers business is proposed.In the fifth chapter, according to the relevant data collection,the paper applies positive research method, combined withnormative research method. Starting from the bank high-end individual customers’perspective,in order to provide strategic suggestions for banks for high-endcustomers marketing maintenance practice. Finally, this paper puts forward theadvice to enhance the competitiveness of China’s banks in the field.