| For a long time, the retail business revenue ratio of domestic commercial banksis generally at about 10% of the total. Since foreign banks are allowed to engage inRMB business, this business is becoming the direction for development and hotcompetition of domestic and foreign banks due to "Catfish Effect" and most ofcommercial banks plan to enhance the retail business income ratio from 30%-40%.At present, the retail business of domestic commercial banks have entered a"customer-led" transitional phase, so the service must continuously innovate alongwith the changing of the customers' needs. Considering the present situation, thewealth of residents keeps increasing. As the retail business of banks is facingindividual customers directly, it is of great growth potential, and of higher profitspace.Customers have the character of scarcity. Wealthy business man is the VIP whomakes great contribution to the profit of banks and is the focal point of financialinstitutions. However, there are some problems in identifying and retaining the corecustomers' relationship in Chinese commercial banks. As being lack ofdifferentiating services based on customer segmentation, the commercial banksmeet serious challenge in maintaining business customer's loyalty.This paper emphasizes that customer segmentation is a crucial tool foridentifying core customers. The author uses the result of a report named as "thesurvey of financial needs of business man in China" on FT Chinese. com to makethe abstract problems into concrete ones. As loyalty of business man presents inlayers, it is a key for banks to promote core competitiveness by themselves throughpromoting loyalty into a higher level and selecting a pushing strategies which issuitable for each level. Consequently, the system of service relations is establishedas a basic to push the loyalty as layers by retail business aiming at business men. |
