The Competitive Strategy For High-end Customer Development Of Bank Of Communications Shandong Branch

There is a so-called "Pareto’s Law" in nature, which could also apply to banks. It is pointed out in this law that80%of the profits are derived from20%of the customers, and to seize20%of high profile individuals, is equivalent to seize this80%of the profits. Maximize profits is the goal of commercial banks. They attach great importance to find ways to retain key customers, to strengthen relationship management of key customers, to improve the customer’s dependence, contribution, satisfaction and loyalty. With the increasingly narrow differences of personal financial services offered from banks, it is difficult to form a competitive advantage in this aspect. High-end customer service is a combination of personalized financial products, financial services, financial operations and financial technology, which reflects the competitiveness of the bank’s core business.Based on the research on high-end customer service of foreign banks, this paper focuses on the development status of high-end customer services offered by domestic banks, using the knowledge of economics theories, comparative study, data analysis, SWOT analysis, case studies, and etc. First, the paper discusses the concept, origin and development of high-end customers services, and to analyze the meaning and value of high-end customer service in the banking business; Then, the paper describes the development status of high-end customers services in developed countries; Finally, the paper analyses high-end customer market services statue in China through a large number of informative data, and does comparison and evaluation.Finally, based on analysis and combined with practical work experience, the paper attempts to propose the development strategies for high-end customer services of Bank of Communications, pointing out that the outstanding problems in current customer management and maintenance. In the mean time, the paper provides advices for effective high-end customer management of commercial banks, especially for the Bank of Communications.