| In recent years,as China’s economy has gradually entered the new normal,profound changes have taken place in the environment of competition of the banking industry as well.The banking industry has been gradually changing from the sellers’ market to the buyers’ market.Rivals,business scope,investment channels and customers’ requirements have also become much more diversified,as the personal banking has gradually become the main source of profit of the banks.During the last few years,the Bank of Lanzhou has carried out the strategy transformation,adjust the business structure,optimize the service channels and create the new pattern of using the retail business to lead the transformation and development positively.In the fierce competition of personal banking,the shortcomings of Bank of Lanzhou are especially evident in contrast with other rivals in the same industry,which have caused the customer loss,decline of deposits,decrease of market shares with each passing year,and cut off the continuous and steady development of the Bank to a great extent.Thus,how to improve the individual customer loyalty of Bank of Lanzhou has become a problem which urgently needs to be solved.With the research object of the individual customer loyalty of Bank of Lanzhou,this article firstly teases out the comestic and overseas researches about the customer loyalty,retrospects the basic theories including the origin and development of customer loyalty,the influence factors,value and promotion measures of customer loyalty in the commercial banks.Secondly,this article summarizes the problems existing in the individual customer loyalty in Bank of Lanzhou and their reasons through the analysis of the current situation of the individual customer loyalty in Bank of Lanzhou.Thirdly,based on the current situation of the individual customer loyalty and the problems found in Bank of Lanzhou,this article designs the more targeted promotion strategies,makes the research of the fields including design principles,general thoughts,goals,contents and implementation process of strategies with the guidance of basic theories of customer loyalty,to finally points out the relevant supporting measures for guaranteeing the comprehensive and effective implementation of the promotion strategies of individual customer loyalty in Bank of Lanzhou,including the improvement of organizations,setting up the customer-oriented corporate culture,improving the talent cultivation and promotion system,building the assorted assessment mechanism and strengthening the intensity of scientific and technological innovation.The research in this article broadens the research perspective of the individual customer loyalty,and is able to provide the reference and guidance for the individual customer loyalty in Bank of Lanzhou,and hopefully it will have a certain reference value for the commercial banks to improve the individual customer loyalty and carry out the customer relationship management. |
