本文選題：興業(yè)銀行 + 貴賓服務��； 參考：《大連海事大學》2015年碩士論文

【摘要】：隨著中國加入WT0和利率市場化的逐漸臨近,銀行業(yè)的競爭到了近乎白熱化的程度,作為對銀行利潤貢獻最大的貴賓客戶群體,自然成為了各家銀行競爭的焦點。由于我國銀行業(yè)開放較晚,市場化程度不高,所以對貴賓客戶的服務營銷仍然處于粗放的經(jīng)營階段,但時不我待,隨著銀行市場化程度的提高,特別是在外資銀行大舉進入中國后,給貴賓客戶以全新的體驗,造成了國內(nèi)銀行貴賓客戶流失嚴重。因此,為了爭奪貴賓客戶資源,提高銀行利潤,各家銀行都在優(yōu)化貴賓客戶服務流程上狠下工夫,興業(yè)銀行威海分行作為一家新成立的分行,雖然在貴賓客戶服務流程設計上取得了一些進展,但與國外先進的流程銀行相比,差距仍是巨大的,需要在許多流程設計上進行改進。本文以興業(yè)銀行威海分行貴賓服務營銷流程的改進策略作為研究對象,采取理論聯(lián)系實際的研究方法,立足實際工作經(jīng)驗,系統(tǒng)闡述了興業(yè)銀行威海分行在貴賓服務流程上所采用的做法,并針對不同的做法提出優(yōu)化流程方案。本文運用4C關(guān)系理論、流程再造理論、關(guān)系營銷和網(wǎng)絡營銷等理論,對我國商業(yè)銀行的經(jīng)營模式、興業(yè)銀行個人業(yè)務經(jīng)營模式及理財產(chǎn)品、興業(yè)銀行威海分行的貴賓服務情況進行研究,分析興業(yè)銀行威海分行在貴賓客戶開發(fā)、貴賓客戶建立、貴賓客戶維護三個方面的流程問題并分別提出了改進策略,包括建立群體客戶經(jīng)理制、利用網(wǎng)絡資源開發(fā)貴賓客戶、量化貴賓客戶開發(fā)數(shù)據(jù),加強執(zhí)行力、形成以關(guān)系營銷為主的跟進策略、形成以網(wǎng)絡營銷為主的跟進方式等,為了保障流程改進的順利推進,文本又提出了改變組織結(jié)構(gòu)框架、改變考核體系,加強理財經(jīng)理管理、樹立新的服務意識,加強員工培訓、加強理財產(chǎn)品創(chuàng)新、加強網(wǎng)點硬件設施建設、樹立獨特的品牌價值等保障措施,構(gòu)建了一個更加完整的興業(yè)銀行威海分行貴賓客戶開發(fā)、建立、維護的服務模式及體系。
[Abstract]:With the gradual approaching of China's entry into the WT0 and the marketization of interest rate, the competition of the banking industry is nearly white hot. As a VIP customer group, which has the greatest contribution to the profit of the bank, it has naturally become the focus of the competition of all the banks. However, it is in an extensive operation stage, but with the improvement of the market level of the bank, especially after the foreign banks have entered China in a large scale, the guest customers in the domestic banks have lost a serious loss to the VIP clients with a new experience. Therefore, in order to compete for the VIP customer resources and improve the bank profits, the banks are optimizing the VIP. In the customer service process, Weihai branch of Xingye Bank is a newly established branch. Although some progress has been made in the design of VIP customer service process, the gap is still huge compared with the advanced foreign process bank. It needs to be improved in many process design. This article takes the VIP of Weihai branch of Xingye Bank. The improvement strategy of service marketing process is the research object, the research method of theory contact with practice, the practice of Weihai branch of Xingye Bank in the VIP service process, and the optimization process plan according to the different methods. This paper uses the 4C relationship theory, the process reengineering theory, and the process. Based on the theory of marketing and network marketing, this paper studies the business model of China's commercial banks, the individual business operation mode and financial products of Xingye Bank, the VIP service of Weihai branch of Xingye Bank, and analyzes the process problems of the three aspects of the Weihai branch of Xingye Bank in the VIP customer development, the VIP customer establishment and the VIP customer maintenance. It also puts forward some improvement strategies, including establishing group customer manager system, developing VIP customers by using network resources, quantifying VIP customers' developing data, strengthening execution, forming a follow-up strategy based on relationship marketing, forming a follow-up mode based on network marketing, so as to guarantee the smooth progress of process improvement, the text has also put forward the change of the text. Changing the framework of organizational structure, changing the assessment system, strengthening management of financial managers, setting up a new sense of service, strengthening staff training, strengthening the innovation of financial products, strengthening the construction of hardware facilities and setting up unique brand value and so on, built a more complete development, establishment and maintenance of the VIP customers of Weihai branch of Xingye Bank. Service model and system.
【學位授予單位】：大連海事大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F832.2

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