【摘要】：在自然界存在一個所謂的“二八定律”,據(jù)說這個定律也適用于銀行,認為80%的利潤來源于20%的客戶,抓住了20%的高端人群,就等于抓住了這個80%的利潤。商業(yè)銀行的最終目的是獲得利潤的最大化,都會重點提升、挖潛這部分核心客戶,持續(xù)開展核心客戶關(guān)系的有效管理,使得客戶的忠誠度、滿意度、貢獻度不斷提高。隨著傳統(tǒng)的銀行業(yè)務(wù)差異性的越來越少,同業(yè)間同質(zhì)化嚴重,在此層面難以形成競爭優(yōu)勢。商業(yè)銀行對個人高端客戶金融服務(wù)是產(chǎn)品、服務(wù)、運作和技術(shù)緊密結(jié)合的一項專有化、綜合化的系列服務(wù),對提升銀行的核心競爭力起著至關(guān)重要的作用。 本文在研究各國先進商業(yè)銀行個人高端客戶的基礎(chǔ)上,針對我國銀行個人高端客戶發(fā)展的情況,通過數(shù)據(jù)研究、分析比較、SWOT分析和實例調(diào)查等方法,進一步開展理論分析。首先,文章闡述了個人高端客戶的起源,并研究分析個人高端客戶服務(wù)在實際經(jīng)營中的價值和重要性；然后,文章就國外先進商業(yè)銀行個人高端客戶發(fā)展的情況進行介紹；接著,著重分析了目前國內(nèi)商業(yè)銀行個人高端客戶市場情況,通過大量數(shù)據(jù)分析闡述了國內(nèi)個人高端客戶市場的現(xiàn)狀,并結(jié)合交通銀行山東省分行數(shù)據(jù)進行了數(shù)據(jù)的分析,并作出比較和評價。 最后,在前文大量的分析基礎(chǔ)上,結(jié)合實際工作經(jīng)驗,本文嘗試提出交通銀行山東省分行個人高端客戶的發(fā)展策略,同時指出當(dāng)前個人高端客戶業(yè)務(wù)發(fā)展中的核心問題,并對其問題提出合理化建議。最后,以交通銀行山東省分行為實例,為其如何更好的發(fā)展高端客戶起到積極的指導(dǎo)作用。
[Abstract]:There is a so-called "28 / 8 law" in nature, which is said to apply to banks, saying that 80 per cent of profits come from 20 per cent of customers and 20 per cent of high-end people, which is equivalent to 80 per cent of profits. The ultimate goal of commercial banks is to maximize profits, will focus on improving, tap the potential of this part of the core customers, continue to carry out the effective management of core customer relations, so that customer loyalty, satisfaction, contribution degree continue to improve. With the difference of traditional banking business is less and less, it is difficult to form competitive advantage at this level because of the serious homogenization of the same industry. The financial service of commercial banks to individual high-end customers is a unique and integrated series of services, which is closely combined with products, services, operations and technology, which plays an important role in enhancing the core competitiveness of banks. Based on the study of individual high-end customers of advanced commercial banks in various countries, this paper further carries out theoretical analysis through data research, analysis and comparison, SWOT analysis and case investigation, in view of the development of personal high-end customers of banks in China. First of all, the article expounds the origin of individual high-end customers, and studies and analyzes the value and importance of personal high-end customer service in the actual operation. Then, the article introduces the development of individual high-end customers of foreign advanced commercial banks. Then, it focuses on the analysis of the current situation of the personal high-end customer market of domestic commercial banks, and expounds the current situation of the domestic personal high-end customer market through a large number of data analysis, and combined with the data of the Shandong Branch of the Bank of Communications to carry on the data analysis. And make a comparison and evaluation. Finally, on the basis of a large number of previous analysis, combined with the actual work experience, this paper tries to put forward the development strategy of individual high-end customers in Shandong Branch of Bank of Communications, and points out the core problems in the current business development of personal high-end customers. And put forward reasonable suggestions for its problems. Finally, taking Bank of Communications Shandong Branch as an example, it plays a positive guiding role in how to better develop high-end customers.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.33

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