Research On Personal High-end Customer Marketing Strategy Of XY Branch Of China Construction Bank

With the rapid development of China's economy and the continuous change of the social situation.As a whole,the income level of our citizens has been greatly improved,so most of the citizens in the bank investment have gradually transformed into individual high-end customers.In order to become the first in the fierce competition in the banking market topped,China's four major commercial banks have established a private high-end customer management agencies in the early start,and gathering talents,set up a group of specialized marketing for high-end individual customers group excellent team.Faced with this phenomenon,China Construction Bank XY branch has gradually realized the importance of personal high-end customer marketing.In order not to lag behind other commercial banks,it has been able to gain a firm foothold in the banking market.The branch has also increased its attention to the marketing of high-end customers.Based on the background of high speed development,this paper focuses on exploring and analyzing the development of XY branch of China Construction Bank for individual high-end customer market.First of all,to understand the banking industry's high-end individual customers the definition,structure characteristics and existing value and significance;secondly,in order to better understand the essence of the high-end customers,this paper also expounded the customer relation theory,database marketing theory,service marketing theory and other related theories on the basis of 7P;then,according to the production in service for personal when the current high-end customer problems in the market(customer service homogenization problem is serious,the product and the service system is not perfect,professional financial service level is not standard and so on)reverse reasoning with experience,at the same time to complete the market survey report,based on the use of various statistical analysis methods,focusing on the construction of China bank XY branch of high-end individual customers service status are discussed;finally,combining with the current marketing strategy,analyzes the root of the problem of the Construction Bank of China XY branch,and puts forward some strategies for high-end individual customers marketing(clear consumer division standard,customer relationship marketing strategy,promote product and service innovation,improvement and innovation of marketing channel strategy and implementation suggestions).