Research On Optimization Of VIP Customer Relationship Management Strategy Of Minsheng Bank SD Branch

With the changing financial market environment,the banking industry has undergone tremendous changes.Commercial banks have stepped into the era of BANK 4.0 from the initial bank,which we call BANK 1.0.The initial customers have to go to the physical network of the bank to handle business.Now customers can open their mobile phones to handle banking business.The whole banking industry is facing the era of big data.Many challenges.As customers are the resources that banks depend on for survival,the management of VIP customer relationship in the new era has become an urgent management problem for banks to improve.Many banks have started customer relationship management,but most of the bank's customer relationship management still stays in the stage of daily maintenance of customers,not letting customers complain.However,in order to win the initiative in the fierce market competition,we must pay attention to the VIP customer relationship management problems,not only to provide shallow financial services for customers,but also to develop.Give full play to the subjectivity of banks and strive to improve the contribution of customers'assets through VIP customer relationship management.It is necessary for banks to provide more humanized financial and non-financial services for VIP customers in the context of the big data era.From the perspective of customers,what services and products customers need,what products and services they will create.On this issue,Minsheng Bank,as the first private commercial bank in China,started relatively late,and the VIP customer relationship management method is relatively backward.It is very necessary and practical significance to study the optimization and upgrading of VIP customer relationship management of Minsheng Bank.Based on this situation,this paper reviews the theoretical research on VIP customer relationship management at home and abroad,summarizes the theoretical basis of VIP customer relationship management,and then analyses some problems and causes of Minsheng Bank in VIP customer relationship management.It finds that Minsheng Bank has standardized process of VIP customer relationship management,system development of VIP customer relationship management and VIP customer relationship.The marketing strategy of management is insufficient and needs to be optimized.By comparing the advantages and disadvantages of VIP customer relationship management mode of four banks at home and abroad,the paper finds out four aspects that Minsheng Bank can optimize in VIP customer relationship management.It can be seen that Minsheng Bank can get excellent results in organizational structure,VIP customer relationship management system,VIP customer grading management and VIP customer grading marketing compared with other banks at home and abroad.Enhancement and promotion.Finally,Minsheng Bank VIP customer relationship management strategy safeguards,and summarizes the shortcomings and prospects of related discussions.This paper puts forward four factors affecting VIP CRM:the optimization of organizational structure of VIP CRM;VIP customer classification management strategy;VIP customer distribution and marketing strategy;and system development of VIP CRM.Through exploring and analyzing the four influencing factors,this paper draws the conclusion of how to optimize VIP customer relationship management in these four aspects,and puts forward three safeguard measures:strengthening staff training and assessment,increase financial support and normalizing attention to risk management.The implementation of strategy optimization measures and safeguard measures can make VIP customers of Minsheng Bank.Relations management can improve the core competitiveness of banks,at the same time,improve the rate of return on assets of banks,and greatly enhance the profit margin of banks.It has important practical significance for VIP customer relationship management of Minsheng Bank.