Strategy Of Development And Maintenance Of High-end Personal Customers In China Construction Bank

This paper examines the strategy of development and maintenance of high-end individual customers of China Construction Bank, the aim of this paper is finding a way to increase the profits from personal high-end customers and enhance the overall efficiency of banks.Decision making is followed by collecting information. First, the introduction section includes research background, research ideas and methods, and structural arrangements. Then, the article reviews the service marketing and banking-related theories, in order to provide guidance to develop specific strategies for the Construction Bank. Then, this paper analyzes the bank’s high-end individual customers market, which includes high-end positioning and customer demand characteristics, and competitors, which include domestic commercial banks and foreign commercial banks who plan to compete for high-volume customers in China. The fourth section, at the base of grasping the theory and market information, the paper focuses on the bank’s development strategy for individual high-end customers. Market segmentation is followed by the traditional marketing methods4P and service-specific3P method. Finally, the strategy of maintaining high-end customer is composed of three aspects, increased customers’satisfaction, managing customer relationships and retaining customers.This paper presents the strategy of developing and maintaining high-end customers in detail and in a practicable way for the Construction Bank and other commercial banks, which is of great guide value.