招商银行私人银行客户关系营销策略探析

An Analysis of Relationship Marketing Strategies of CMB Private Bank

招商银行是中国第一家商业银行，也是最具影响力的商业银行品牌。招行长期坚持金融创新，提供优质客户服务，注重精细化管理，因此而取得了惊人的发展，成绩斐然。本文从市场细分理论（STP）的角度分析了招商银行私人银行业务的成功之道，探析了其赢得客户并留住客户的关系营销策略。在市场细分、选择目标市场和市场定位三者中，招行私人银行在高端客户市场定位方面的策略实施取得了显著的成就。本文着重论述了其成功的原因及其给予人们的启示。

China Merchants Bank （CMB）, the first and most influential commercial bank brand in China, owns its amazing development and achievements to continuous financial innovation, quality customer service, and prudent management. This paper takes an analytical approach to its successful private banking services and its success in winning and keeping customers in terms of Relationship Marketing from the perspective of STP theory. Of market segmentation, targeting marketing and market positioning, the last contributes most to the financial achievements of its private bank. The paper mainly dwells on how CMB private bank has made it and what can be learnt from it.