The Study Of VIP Customer Relationship Marketing Strategy In Lan Zhou Branch Of China CITIC Bank

In recent years,with the slow development of domestic economic growth,the gradual liberalization of financial markets and the acceleration of interest rate market,it becomes increasingly difficult for the banks to maintain high growth performance. Obviously, the traditional marketing methods and single marketing model can not solve the problems which must be faced in the development of the banking sector.We know that customer’s relationship marketing is an effective way,especially the VIP customers relationship marketing.This paper is based on the relationship between marketing theory and it gives a brief introduction of the theory of relationship marketing from the following aspects:the development and the origin of the relationship marketing, genre theory, basic features, the basic principles and so on.Through studying the advanced experience of western commercial banks in relationship marketing practice study, the passage analyzes the relationship marketing in the development of China’s commercial banks,which mainly pointed out the existence of VIP customers’ low loyalty,high loss rate,serious problems of homogeneity of financial products and services, and the reasons for the low awareness of the local brand, the internal staff turnover rate, ignoring the VIP customers outside marketing and other relationship problems of Lanzhou Branch of China CITIC Bank.Use of PEST and SWOT analysis methods, internal and external marketing environment of Lanzhou Branch of China CITIC Bank were analyzed to develop a suitable Lanzhou Branch of China CITIC Bank VIP customer relationship marketing strategy, including the optimization of external public relations,improving banking services, enhancing the customer emotional connection, the importance of internal marketing, and further proposed the implementation of safeguards VIP customer relationship marketing strategy.Finally, the presence of VIP customer relationship marketing strategies in this article were inadequate reflection and future development of the theory and application of the Lanzhou Branch of China CITIC Bank were discussed.