VIP客户营销起源于20世纪80年代中期，20世纪90年代以后逐渐得到各大企业的高度重视，进入21世纪以后零售企业也已经开始关注吸引和发现潜在客户和留住最有价值的客户。VIP客户营销是指企业将在本企业消费最多的一批客户称为会员，并将他们看作是一个尊贵特别的客户群体，并向他们出具代表身份象征的会员卡，这些会员卡内有客户的身份信息以及在企业的消费记录，客户在使用会员卡进行消费时企业可以提供商品或服务上的优惠，进而增强这批VIP客户的忠诚度以及后期的消费，以利于企业得到更高的利润的商业营销手段。 本文从客户管理的基本理论出发，主要探讨目前VIP营销所处的瓶颈问题，并从问题入手，从多个角度进行分析和研究，在充分收集信息的基础上，针对山东银座商城营销的现状、问题及原因进行分析，通过对山东银座商城VIP客户的整体开发与管理方案的研究，进而得到解决相应问题的方案、对策。即首先需要遵循VIP客户营销的指导思想，时刻关注客户占有率、区别对待各种客户、引导客户重复消费、坚持客户导向、为满足客户需求不断完善自己，了解自己的客户、积极与客户沟通、一切以客户价值和便利为中心，然后建立完善的连锁商业VIP系统，开通网购等新的销售途径，改进促销策略、服务策略，完善自身的服务内容，与其他大型百货商业企业形成差异，做到一切为了客户，实现互利共赢的局面，以独特的优势吸引客户，以VIP客户的管理与营销为主线，以实现客户价值与提高商业利润为目标，从企业发展的角度探讨，为VIP客户创造良好的消费环境以及高质的精神享受，创建一套高效的VIP客户开发、管理与维护的综合计划，建立中国百货零售市场上以创造顾客价值为主的商业标杆模式，完善企业文化，塑造品牌，提高自身影响力，推广人性化服务，不断扩大自己的规模与优势，逐步赢取市场，走向全国。

VIP customer marketing originated in the 20th century, mid-80s, 1990s, companies get much attention, after entering the new century, the retail business to attract more attention and find potential customers and retain the most valuable customers. VIP Marketing is the business part of the contribution of the largest customers as a special consumer groups, commonly referred to as members, issuing membership cards with a specific label, store personal details and consumer spending records, give special in marketing, service treatment, thereby increasing the amount of consumer loyalty and this part of the customer in order to get more business profit marketing. According to the basic theory of customer management focuses on the current bottleneck in which VIP marketing, and starting from the problem analysis and research from multiple angles, in the full collection of information on the current situation Jinan Ginza Mall marketing problem and the reasons for analysis, the study of Shandong Ginza Mall VIP customers overall development and management of the program, and then get the appropriate problem solving programs, measures that need to follow the guidelines first VIP customer marketing, always focus on customer share, discrimination a variety of customers, repeat consumer guide customers, adhere to customer-oriented, to meet our customers continue to learn, to understand their customers, and actively communicate with customers, and all customer convenience and Culture Center, and then to establish a sound commercial chain VIP system, such as the opening of a new online shopping sales channels, improve marketing strategy, service strategy, improve its services, the formation of differences with other large department store business enterprise, do everything for the customer, to achieve a win-win situation, a unique advantage to attract customers, from corporate strategy aimed at highly developed starting to create customer value and business value to the planning target to VIP customer management and marketing to plan the main line, to create a VIP casual atmosphere and culture of living as the main planning content to establish a stable system of VIP customers overall development and management of programs to build the Chinese retailing market in order to create customer value based business benchmark model, and improve corporate culture, build their own brands, improve their influence to promote the humane services to expand their scale, and gradually to the country .