Research On Marketing Strategy Optimization Of VIP Customers In Agricultural Bank A Branch

The report of the 19 th National Congress pointed out that China's characteristic socialism has entered a new era,and the main contradiction of our society has been transformed into a contradiction between the people's growing needs for a better life and the development of inadequate imbalances.With the rapid development of China's social and economic levels in recent years,the economic environment of the entire society has undergone tremendous changes,and economic activities have become increasingly complex.According to the 2017 China Private Wealth Report,the number of high-net-worth individuals with a personal investment of more than RMB 10 million in China has reached1.58 million in 2016.Compared with 2014,it has increased by about 500,000 people.Compared with the number of people in 2012,it has doubled,mainly concentrated in the economically developed provinces and cities on the southeast coast,headed by Guangdong.With the growth of wealth,the demand of customers is also increasing.Coupled with the sudden emergence of Internet finance,the market share of traditional banks is constantly being squeezed,the rapid expansion of investment channels,and the transfer of VIP customer assets.The maintenance factor of this customer group is more difficult than before.Bigger.Due to the reasons and limitations of traditional commercial banks,there are many problems in marketing management: on the one hand,they are accustomed to relying on the extensive development model of waiting for customers to come to improve coverage,and product homogeneity is serious;on the other hand,simply product-centric Marketing,the lack of maintenance of core customers,led to an increase in customer expansion costs,and ultimately,many traditional commercial banks such as ABC are in a relatively passive position in the competition,and the loss of VIP customers is more serious.The 28 th rule that is well known in management science—that is,80% of the company's profits come from 20% of important customers.How to maintain the VIP customer group that contributes the most to the value of commercial banks will directly affect the bank's revenue-generating results.Therefore,the main research content of this thesis is: based on the analysis of the business competition environment of ABC,it points out the problems in the customer service marketing and analyzes the related reasons,and draws on the advanced banks.Experience,combined with relevant theoretical knowledge,to segment VIP customers from different dimensions,more effectively tap the different needs of bank VIP customers,and then provide comprehensive personalized financial services;through scientific methods for VIP customer management,and continuously enhance Customer satisfaction and loyalty,customer-centric,put forward effective optimization strategies,and point out the safeguards needed to implement relevant optimization strategies.Through the implementation of relevant measures,the loss of VIP customers will be reduced,more high-quality customer resources will be competed for,and the competitiveness of ABC's branch will be enhanced,thereby increasing the profit income of the bank.