Services Marketing Improvement Of VIP Customers Of G Bank Shenyang Branch

With the perfect ending of the first five year plan in 2011-2015,G Bank Shenyang branch is opening the journey of the next five year development in 2016.Financial markets has never stopped changing,which was include the marketization of interest rate and the private financing.More and more competitors have entered the financial markets of Shenyang,which means that VIP customer service marketing was central to Joint-stock banks.In the past five years,G bank has gradually recognized the importance of personal banking in the overall business,so that VIP customer service marketing work was added to the bank strategic planning.The purpose was to allow G bank Shenyang branch to win more market share,enhance the income,improve work efficiency and customer satisfaction,which could help it to achieve the goal to build first-class commercial banks.Base on analysising the domestic and foreign literature,meanwhile,combining working experience of G Bank Shenyang branch,I have found out the problems of services marketing of VIP customers.As a result of irrational distribution of VIP customers,finance managers could not try their best to do the marketing.With the development of network finance,personnel were not properly utilized,and there was no cooperation between different positions.I designed the service marketing improvement program of G bank Shenyang branch,and found out the objectives and ideas.In order to ensure the improvement of mass overhaul,I redesigned the adjustment of management function,positions and key performance indicators.I would propose the full solution and guarantee implementation.Researching on service marketing improvement,I was based on the concept of service marketing,process optimization theory and commercial bank management theory,combined with the actual situation of G bank Shenyang branch.So that G Bank Shenyang branch could get the practical help to the follow-up work.