本文關鍵詞：A銀行青島分行對公客戶經理團隊建設策略研究　出處：《山東大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 對公客戶經理 團隊建設 勝任力素質模型 客戶營銷

【摘要】：隨著我國的商業(yè)銀行改革的進一步深化,對公客戶經理制度的活力展現(xiàn)得越來越充分。對公客戶經理主要是以客戶為中心,處理客戶存、貸款及其它銀行業(yè)務,并負責拓展、維護客戶關系。目前,客戶經理在銀行大多屬于專業(yè)技術類的銷售人員,擁有很強的公關能力和科學的營銷策略,以及強烈的服務意識。對公客戶經理充當著商業(yè)銀行的發(fā)動機和為客戶服務的紐帶角色,其價值正不斷被發(fā)掘。日前,我國經濟的轉型壓力依然存在,在外部環(huán)境趨緊的形勢下,對公客戶經理團隊需要不斷自我優(yōu)化升級。本文通過借鑒管理學理論,融入了青島當?shù)亟鹑跈C構的特色,對A銀行青島分行對公客戶經理團隊的現(xiàn)狀及管理模式深入研究。本文詳細分析了 A銀行青島分行的基本概況、對公業(yè)務的發(fā)展情況、對公客戶經理的配置情況以及對公客戶經理團隊和個人的管理模式,并通過上述分析提出了當前A銀行青島分行對公客戶經理團隊建設存在的四大問題:團隊之間發(fā)展不平衡、市場開拓動力不足、業(yè)務及產品知識偏弱、中后臺對業(yè)務的支持偏弱。這些問題一方面是對公客戶經理自身因素造成的,一方面是銀行內部管理的問題造成的。針對上述問題,結合團隊"5P"理論,本文提出了對公客戶經理團隊建設的五項策略,即團隊目標建設、團隊成員建設、團隊定位建設、團隊權限建設、團隊計劃建設。目標建設主要是針對各項任務指標進行解讀和分析,結合當前的經濟形勢和自身的實力,對各項指標的輕重緩急做出評估,并對指標的完成度進行預測,最后與團隊成員一起確認目標,目標一定要具有戰(zhàn)略性、清晰性和合理性。成員建設則是需要依托對公客戶經理勝任力素質模型,進行團隊成員的勝任力素質提升,包括客戶源開拓、銷售機會挖掘、專業(yè)化銷售、談判技巧、客戶關系管理、內部協(xié)調、風險控制、個人績效管理、數(shù)據管理、戰(zhàn)略執(zhí)行等十項銷售技能以及產品知識、客戶知識、行業(yè)知識、合規(guī)知識等四項銷售相關知識,這些技能與知識層次的提升對于對公客戶經理的績效有顯著地促進作用。團隊定位建設是要求對公客戶經理團隊可以自身優(yōu)勢確定好自己的定位,形成區(qū)域專業(yè)化團隊、行業(yè)專業(yè)化團隊或產品專業(yè)化團隊,從而根據該定位制定發(fā)展規(guī)劃。權限建設是指上級管理機構賦予對公客戶經理團隊一定管理權限,增加基層考評以促進對公客戶經理的績效提升。團隊計劃建設是指對公客戶經理團隊做好實現(xiàn)目標的計劃制定與任務分解,并根據實際執(zhí)行情況予以調整,最終促進目標的完成。上述團隊建設的策略還需配合銀行內部其他部門的支持與協(xié)助,使對公客戶經理團隊更具有競爭力,實現(xiàn)健康、可持續(xù)的發(fā)展。
[Abstract]:With the further deepening of the commercial bank reform in China, the vitality of the public account manager system is more and more fully displayed. The public account manager mainly takes the customer as the center, deals with customer deposit, loan and other banking business. And responsible for expanding and maintaining customer relations. At present, account managers in the bank mostly belong to the professional and technical sales staff, has a strong public relations ability and scientific marketing strategy. As well as a strong sense of service. Public account managers as the engine of commercial banks and the role of the link for customer service, its value is constantly being explored. Days ago, China's economic transformation pressure still exists. Under the situation of external environment tightening, the team of public account managers need to constantly optimize and upgrade. This paper integrates the characteristics of local financial institutions in Qingdao by using management theory for reference. This paper analyzes the basic situation of A Bank Qingdao Branch and the development of public business in detail. Configuration of public account managers and management of teams and individuals of public account managers. Through the above analysis, the paper points out four problems existing in the construction of public account manager team in Qingdao Branch of Bank A: unbalanced development among teams, insufficient market development power, weak business and product knowledge. On the one hand, these problems are caused by the public account manager's own factors, on the other hand, it is caused by the internal management of the bank. In view of the above problems, combined with the team "5p" theory. This paper proposes five strategies for the team building of public account managers, that is, team goal building, team member building, team positioning construction, and team authority building. Team planning construction. The goal construction is mainly for the interpretation and analysis of various task indicators, combined with the current economic situation and their own strength, to assess the priorities of the indicators. Finally, the target must be strategic, clear and reasonable, and the member building needs to rely on the competency quality model of the public account manager. Improve the competence of team members, including customer resource development, sales opportunity mining, professional sales, negotiation skills, customer relationship management, internal coordination, risk control, personal performance management, data management. Ten sales skills, including product knowledge, customer knowledge, industry knowledge, compliance knowledge, etc. The promotion of these skills and knowledge levels has a significant role in promoting the performance of public account managers. Team positioning is required to determine their own strengths of the public account managers team positioning. Form regional specialized team, industry specialized team or product specialization team, and then make the development plan according to this position. The authority construction means that the superior management organization gives certain management authority to the public account manager team. The team plan construction refers to the plan formulation and task decomposition of the public account manager team to achieve the goal and adjust it according to the actual implementation situation. The team building strategy mentioned above should be supported and assisted by other departments within the bank so as to make the team more competitive and achieve healthy and sustainable development.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.33

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