Design And Application For Bank Customer Club

With the development of world economics integration and China's reform and open policy, domestic finance market is expanding under higher competition pressure. In order to meet the banking growth requirement, it is necessary for Chinese banking to make continuous progress and adapt to current world. Therefore, the banking should not only adjust service marketing strategy, but also communicate with customers and other benefit sides more efficiently. By these methods, customer will be satisfied, and enterprise will improve competitive ability. Most important of all, the banking can achieve sound and great improvements.By analyzing marketing circumstance of domestic banking, this thesis elaborates the customer relation theory and its key factors, and then presents banking customer club structure and management. The core of this solution is the management for customer loyalty, which is based on customer relation and enterprise actuality. Starting with a comprehensive analysis of service marketing, relation management and customer loyalty, this thesis highlights the necessity of strengthening customer relation management, especially for key customer's loyalty. Then by rebuilding service process, organization structure, management and information system, banking customer club comes into being with a strong theory background of management study, service marketing, etcBanking customer club emphasizes the importance of maintaining customer instead of attracting customer. Both competitive ability and service quality of banking could be highly increased by improving the customer loyalty. This solution is quite practical and applicable, since it takes into account the banking characteristics, service specialties and internal source structure. Although lots of banking enterprises have an idea on customer club, generally speaking, a sound structure and management solution has not been functioned in the enterprise service marketing. So the customer club system needs amelioration step by step, so as to compete with the international first-class banking enterprises. It is highly expecting that all of these research and analysis could widen the horizon of banking customer, improve service level and competitive ability for Chinese banking enterprises.