Case Study On Wealth Customer Communication In State-owned Commercial Banks

Since the 1990 s,the operating environment of China's banking industry has undergone tremendous changes.As a major customer group of wealth,wealthy customers have the advantages of high creative value,long cooperation time,high product cross-marketing rate and high customer viscosity.Establishing a scientific customer communication system can not only improve the overall performance level and core competitiveness of the bank,but also enhance the customer experience and enhance customer trust,so that banks can gain a foothold in the fierce market competition.This paper chooses the representative example of Hefei Branch of Industrial and Commercial Bank of China,and takes the status quo of its wealth client communication as the research content.Based on the communication theory and related academic research results,the field is extended through the branch of Hefei Branch of Industrial and Commercial Bank of China.Research and case analysis,to understand the current status of wealthy customers communication,sum up the current lack of communication between H-share customers.On this basis,try to update the original wealth customer communication system from the communication mechanism,communication method,customer evaluation system and products.It also puts forward the methods and precautions for the implementation and operation of the wealth customer communication plan,and points out the direction for further solving and optimizing the problems existing in the wealth communication of H branch customers.This paper adopts the method of linking theory with theory,and carries out the management communication problem throughout the whole research and analysis.Through the analysis and induction of the status quo of H branch management communication,it summarizes the problems commonly existing in the communication of wealthy customers in China's state-owned banks.The solution to the problem proposes countermeasures to improve the operational performance and core competitiveness of China's state-owned banks.The writing of this paper may be a supplement and extension of the communication research of existing state-owned bank customers,and also a reference for other commercial banks and joint-stock banks.