基于SWOT法对我国商业银行VIP客户营销策略的研究

The Research on VIP Customer Marketing Strategy in Chinese Commercial Bank Based on the Method of SWOT

近年来,商业银行在客户市场方面的竞争越来越激烈,特别是VIP客户的争夺已成为各商业银行市场竞争的主流。深入探究VIP客户营销策略,对于商业银行的发展以及维护和稳定银行与客户之间的关系至关重要。因此,本文采用SWOT法和关系营销理论对我国商业银行VIP客户营销的现状进行分析,通过对商业银行在VIP客户营销方面所具有的优、劣势以及所面对的机遇与挑战进行分析,进而提出相应策略。

In recent years, it become increasingly fierce customers, especially to the VIP customer, it has become the for commercial banks m the market cornpetition or mainstream of market competition. It＇s very important to further study on VIP customers marketing strategy for commercial bank＇s development as well as maintenance stability of the relationship between the bank and the customers. Therefore, based on the SWOT method and theory of relationship marketing business, this paper made a further research on the status quo of VIP customer marketing, and studyed on the advantages and disadvantages as well as the opportunities and challenges of commercial banks in the VIP customer marketing, and then put forward the corresponding strategies.