Research On The Relationship Marketing Strategy Of Individual VIP Customers In Shijiazhuang Branch Of Bank A

With the development of China's economy and the increasing degree of reform and opening up,the quality of residents' life is getting higher and higher,and the demand for finance is becoming more and more diversified.At the same time,domestic banking institutions have continued to grow,and some foreign banks have also started to set up branches in China.The competition in the banking industry has become increasingly fierce,gradually changing from the original seller's market to the buyer's market,and customers have become the precious resources for banks.According to the 80/20 law,high net worth customers are important source of banks.Therefore,it is of great significance for the survival and development of banks to maintain a good relationship with high net worth customers,improve customer loyalty and establish a long-term and stable relationship with customers.Based on the case study of Shijiazhuang branch of bank A,this paper studies the relationship marketing strategies of individual VIP customers from the perspective of the relationship between strong and weak.Firstly,this paper introduces personal VIP customer relationship marketing present situation,namely according to the amount of assets will customer segmentation for the gold card,platinum and diamond grade,implement relationship pricing for some products and services,provide exclusive VIP services,adopt customer manager system,introduce customer relationship management system and other strategies.However,through in-depth analysis,it is found that there are still many problems in the relationship marketing measures for individual VIP customers in Shijiazhuang branch of bank A,such as the lack of obvious relationship pricing concessions,insufficient team maintenance ability,small relationship assessment efforts,imperfect customer relationship management system and unreasonable organizational structure,which are not conducive to customer relationship maintenance.Then,Under the guidance of relationship marketing strategy theory and strong/weak relationship theory,optimize the relationship marketing strategy for VIP customers in Shijiazhuang branch of bank A,to achieve the purpose of transforming the weak relationship of existing customers into strong relationship,consolidating the relationship of strong relationship customers,and promoting the new customers by spreading the weak relationship of existing customers.In terms of specific strategies,the relationship is included in the customer segmentation variable,and individual VIP customers are divided into strong relationship customers and weak relationship customers according to the number of products held by Shijiazhuang branch of bank A.For weak relationship customers,we should provide basic services,like classifying customer groups,following up and communicate with them,enriching the types of relationship pricing,and effectively dealing with customer complaints,so as to gradually transform them into strong relationship customers.For customers with strong relationships,strategies such as providing personalized services,enhancing service depth,strengthening emotional communication,and establishing introduction incentive mechanisms are adopted to maintain strong relationships and attract new customers.Finally,it puts forward the guarantee measures for the implementation of these relationship marketing strategies,including reengineering organizational structures and business processes,attaching importance to internal marketing,increasing the application of science and technology,and improving the brand image,so as to ensure the smooth realization of the optimized marketing strategies.The optimized customer relationship marketing strategies are more in line with the law of relationship construction,which can better guide Shijiazhuang branch of bank A to do a good job of relationship marketing for individual VIP customers,and further enrich the relationship marketing theory.