【摘要】：隨著經(jīng)濟(jì)的發(fā)展，國內(nèi)各大商業(yè)銀行的競爭日趨激烈。客戶是企業(yè)利潤的根本來源，為搶占客戶市場，各大銀行均使出渾身解數(shù)，搶占客戶資源，并探索客戶服務(wù)的有效策略。時代在進(jìn)步，人們的需求在不斷提高，客戶對銀行的需求也日益提高和多樣化，銀行必須不斷改進(jìn)服務(wù)策略，以滿足不斷發(fā)展的客戶需求。 著名的“二八法則”認(rèn)為：一個企業(yè)80%的成果往往來自于其20%的投入。目前中國的商業(yè)銀行高端客戶雖然在客戶總量中所占的比例較小，但卻是利潤的主要來源。因而，進(jìn)行高端客戶服務(wù)的研究，有效地拓展高端客戶市場，并對高端客戶進(jìn)行精心的客戶關(guān)系管理，對提高銀行的經(jīng)濟(jì)效益和持續(xù)發(fā)展能力具有重要的戰(zhàn)略意義。 本課題旨在從營銷戰(zhàn)略管理的高度出發(fā)，探討高端客戶服務(wù)的有效策略，通過對濟(jì)寧農(nóng)行高端客戶服務(wù)工作的研究，找出目前濟(jì)寧農(nóng)行在高端客戶管理方面存在的問題和不足，提出適合濟(jì)寧農(nóng)行高端客戶服務(wù)的決策和方法，為提高濟(jì)寧農(nóng)行的效益提供科學(xué)的方法和思路，，為農(nóng)行的長遠(yuǎn)發(fā)展提供有益的參考經(jīng)驗(yàn)。通過對一名高端客戶營銷案例的分析，了解濟(jì)寧農(nóng)行當(dāng)?shù)氐目蛻羧后w。對高端客戶進(jìn)行劃分，分析高端客戶的職業(yè)特點(diǎn)和價(jià)值取向。了解高端客戶需求，提供私人銀行服務(wù)、定制產(chǎn)品等服務(wù)措施。
[Abstract]:With the development of economy, the competition of domestic commercial banks is becoming more and more fierce. Customer is the fundamental source of enterprise profit. In order to seize the customer market, all the banks try their best to seize the customer resources and explore the effective strategy of customer service. With the progress of the times, people's demand is increasing, and the customer's demand for the bank is also increasing and diversifying day by day. The bank must constantly improve the service strategy to meet the constantly developing customer's demand. The famous "law of two or eight" holds that 80% of the results of an enterprise often come from its 20% investment. At present, the high-end customers of China's commercial banks account for a small proportion of the total number of customers, but they are the main source of profits. Therefore, the research of high-end customer service, the effective expansion of high-end customer market, and the careful customer relationship management of high-end customers have important strategic significance to improve the economic efficiency and sustainable development ability of banks. The purpose of this paper is to discuss the effective strategy of high-end customer service from the perspective of marketing strategy management, and through the research of Jining Agricultural Bank's high-end customer service, to find out the problems and shortcomings of Jining Agricultural Bank in high-end customer management. This paper puts forward the decision and method suitable for Jining Agricultural Bank's high-end customer service, provides scientific methods and ideas for improving the efficiency of Jining Agricultural Bank, and provides beneficial reference experience for the long-term development of Agricultural Bank of China. Through the analysis of a high-end customer marketing case, we know the local customers of Jining Agricultural Bank. Analyze the professional characteristics and value orientation of high-end customers. Understand the needs of high-end customers, provide private banking services, customized products and other service measures.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.33

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 周建成;;中國股份制商業(yè)銀行的競爭力探討[J];西南金融;2008年05期

2 薛和生;楊佩麗;;論我國私人銀行業(yè)務(wù)發(fā)展[J];上海師范大學(xué)學(xué)報(bào)(哲學(xué)社會科學(xué)版);2007年03期

3 郝登攀;汪思冰;;我國理財(cái)市場現(xiàn)狀及應(yīng)對策略之思考[J];商業(yè)文化(學(xué)術(shù)版);2008年11期

4 郭田勇;鄧偉;;中資銀行如何拓展私人銀行業(yè)務(wù)[J];西部論叢;2007年01期

5 黃春鈴;;我國私人銀行業(yè)務(wù)的發(fā)展態(tài)勢及其對策[J];新金融;2007年03期

6 詹志斌;;對提升我國商業(yè)銀行客戶管理水平的思考[J];浙江金融;2010年01期

本文編號：2376078