【摘要】：中國的經(jīng)濟(jì)在改革開放后的幾十年經(jīng)歷了持久而快速的發(fā)展，我國社會(huì)在快速發(fā)展同時(shí)，國民的財(cái)富在不斷的增長，人們對(duì)于理財(cái)?shù)膽B(tài)度過去相比發(fā)生了很翻天覆地的變化，理財(cái)逐漸成為被人們所認(rèn)識(shí)和關(guān)注。伴隨國民個(gè)人財(cái)富的快速增長，商業(yè)銀行的個(gè)人金融業(yè)務(wù)也得到了快速的發(fā)展，個(gè)人金融業(yè)務(wù)已經(jīng)成為我國商業(yè)銀行取得高回報(bào)的支撐業(yè)務(wù)。因此，國內(nèi)各個(gè)商業(yè)銀行都非常重視個(gè)人金融業(yè)務(wù)，尤其是對(duì)個(gè)人VIP客戶業(yè)務(wù)的拓展。如何為個(gè)人VIP客戶提供優(yōu)質(zhì)的金融服務(wù)，確保能在激烈的同業(yè)競(jìng)爭中留住和拓展客戶，與客戶建立起持久雙贏的關(guān)系，這是商業(yè)銀行在競(jìng)爭獲勝的關(guān)鍵。如何對(duì)個(gè)人VIP客戶實(shí)施有效的關(guān)系管理，是一個(gè)具有現(xiàn)實(shí)意義的重要課題。 現(xiàn)階段，工商銀行阜康支行個(gè)人VIP客戶流失嚴(yán)重、平均持有產(chǎn)品數(shù)低。這對(duì)支行的經(jīng)營發(fā)展提出了極大的挑戰(zhàn)。雖然個(gè)人VIP客戶只占工商銀行阜康支行全部客戶數(shù)量極小的一部分，但個(gè)人VIP客戶對(duì)我行利潤卻做了極大的貢獻(xiàn)。要想在個(gè)人VIP客戶業(yè)務(wù)上有所發(fā)展，必須要從開發(fā)新個(gè)人VIP客戶和維護(hù)存量個(gè)人VIP客戶兩方面下功夫，同時(shí)提高對(duì)個(gè)人VIP客戶的服務(wù)質(zhì)量。根據(jù)工商銀行阜康支行的實(shí)際情況顯示，絕大部分個(gè)人VIP客戶的價(jià)值并未完全挖掘出來，個(gè)人VIP客戶仍有巨大的潛力可以挖掘。只有找出問題所在、提出并執(zhí)行相應(yīng)的對(duì)策，，才能提升個(gè)人VIP客戶的貢獻(xiàn)度，提升工商銀行阜康支行整體的經(jīng)營水平。 本文從工商銀行阜康支行的基本情況和面臨的問題入手，對(duì)客戶關(guān)系管理理論進(jìn)行了追溯，闡述了前人對(duì)客戶關(guān)系管理的基本理論。并對(duì)工商銀行阜康支行的目標(biāo)市場(chǎng)進(jìn)行了分析。提出了從個(gè)人VIP客戶開發(fā)拓展、跟進(jìn)營銷、維護(hù)、產(chǎn)品銷售、業(yè)務(wù)的處理、服務(wù)及物理設(shè)施上七個(gè)方面進(jìn)行個(gè)人VIP客戶關(guān)系管理策略，并詳細(xì)說明了使該策略成功的實(shí)施保證。這些策略和實(shí)施保證將對(duì)工商銀行阜康支行針個(gè)人VIP客戶營銷具有現(xiàn)實(shí)指導(dǎo)意義。
[Abstract]:China's economy has experienced sustained and rapid development in the decades since the reform and opening up. At the same time, the rapid development of our society, the wealth of the people is constantly growing, people's attitude to financial management has changed a lot compared with the past. Financial management has gradually become known and concerned by people. With the rapid growth of national personal wealth, the personal financial business of commercial banks has also been developed rapidly, and personal financial business has become the support business for commercial banks to achieve high returns in our country. Therefore, domestic commercial banks attach great importance to personal financial business, especially to the expansion of personal VIP customer business. How to provide high quality financial services for individual VIP customers, to ensure the retention and expansion of customers in the fierce interbank competition, and to establish a lasting win-win relationship with customers is the key for commercial banks to win the competition. How to implement effective relationship management for individual VIP customers is an important task with practical significance. At this stage, Industrial and Commercial Bank Fukang Branch personal VIP customer loss is serious, the average number of products held is low. This has put forward a great challenge to the management and development of the branch. Although individual VIP customers account for only a very small part of the total number of customers in ICBC Fukang Branch, individual VIP customers have made a great contribution to our bank's profits. In order to develop personal VIP customer business, we must develop new personal VIP customers and maintain existing personal VIP customers, and improve the quality of service to individual VIP customers at the same time. According to the actual situation of Fukang Branch of ICBC, the value of most individual VIP customers has not been fully excavated, and individual VIP customers still have great potential to tap. Only find out the problem, put forward and carry out the corresponding countermeasure, can enhance the individual VIP customer's contribution degree, enhance the whole management level of ICBC Fukang Branch. This paper starts with the basic situation and problems of Fukang branch of ICBC, traces the theory of customer relationship management, and expounds the basic theory of customer relationship management. The target market of ICBC Fukang Branch is analyzed. This paper puts forward the personal VIP customer relationship management strategy from seven aspects of personal VIP customer development, follow up marketing, maintenance, product sales, business processing, service and physical facilities, and explains in detail how to ensure the successful implementation of the strategy. These strategies and implementation guarantee will have realistic guiding significance to ICBC Fukang Branch's personal VIP customer marketing.
【學(xué)位授予單位】：新疆大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.33

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