Research On Strategies To Improve The Satisfaction Of Medium-to-high End Customers Of Taolin Branch Of Lanzhou Bank

With the rapid development of Chinese economy,the growth of residents' average income level has been explosive.Private wealth market has kept releasing considerable growth potential and tremendous market value.As a result,commercial banks laid more emphasis on individuals who are their medium to high end clients.According to the famous 20-80 Rule,20% of the medium and high end customers contributed 80% of operating profit to the bank.So,commercial banks are facing a particular problem that how to improve the market competitiveness of commercial banks among the middle to high end clients in local area.As a regional city commercial bank,Compared with the peers,Taolin Branch of Lanzhou Bank has fewer resources of medium to high end clients and its development relatively backward.Also,there are many problems in the management of the relationship between the bank and those medium to high end clients.This topic of this thesis takes Taolin Branch of Lanzhou Bank as a point,try to study how to develop and expand the market of medium to high end clients effectively,and create greater profits.Based on marketing theory and clients' management documents,the thesis examines the current situation of marketing strategy on Platinum Card clients of Taolin Branch of Lanzhou Bank,with an observation on commercial banks and market performance.and through the questionnaire analysis of the current situation of platinum card customers satisfaction,sums up the problems existing in the customer satisfaction and cause,with guided by the basic theory of customer satisfaction,and designed the targeted strong promotion strategy,promote the main measures as follows: the first shape good corporate image,enhance customer trust;Second,strengthen the staff business learning,improve the professional service;Third,improve channel service to improve service convenience;Fourth,strengthen product innovation to meet the differentiated needs of customers;Fifth,optimize the flexible service and enhance the customer perceived value.Finally,in order to ensure theeffective implementation of the strategy of improving customer satisfaction of platinum card in Taolin Branch of Lanzhou Bank,perfecting personnel training,establishing supporting assessment mechanism and strengthening scientific and technological innovation.Finally,in order to ensure the effective implementation of the strategy of improving customer satisfaction of medium-to-high end Customers in Taolin Branch of Lanzhou Bank,perfecting personnel training,establishing supporting assessment mechanism and strengthening scientific and technological innovation.The thesis lays stress on the combination of theoretical analysis and empirical research,which has certain guiding significance and high application value.It is a necessary reference for improving both the competitiveness of Taolin Branch of Lanzhou Bank and the relationship management of Platinum Card clients.