如何开拓招商银行青岛分行的高端客户群

发布时间：2018-06-07 11:34

本文选题：青岛招行 + 开拓　；参考：《西南财经大学》2013年硕士论文

【摘要】：随着我国利率市场化的稳步实施和外资银行的全面进入,金融市场的竞争越来越激烈了,银行业除了要面对国内外同业的竞争,还要面临第三方支付平台、直接资本市场等非银行金融机构的竞争。我国银行业难免会受到来自这些竞争因素的冲击。招商银行一直凭借着优质的服务、创新的管理和独特的经营风格,在行业内取得了突飞猛进的发展和优秀的业绩。但是招商银行也有其劣势和弊端,也难免受到中国在转向市场化和国际化道路时带来的冲击。利率市场化会大大降低青岛招行的传统业务收入。而外资银行的进入,会凭借其具有竞争优势的优质的客户服务、灵活丰富的产品设计以及发达的中间业务,抢夺我国银行现在的高端客户。此外,青岛是一个开放的沿海港口城市,是各大外资银行抢先进入的目标市场,青岛招行一向又以打造高端客户的银行为重点目标,此次外资银行的全面进入,青岛招行必须做好充分的准备来应对才行。因此,本文以招商银行青岛分行为研究对象,具体介绍了青岛招行现在的对高端客户的分类和管理办法。结合青岛招行所处的地理环境和市场环境等实际问题分析了当前经济形势下青岛招行的优势、劣势、发展机遇和威胁,从而发现青岛招行未来的发展机遇和存在的问题。本文还结合了“二八理论”和“4Cs”营销理论,引出青岛招行为何要开拓“高端客户”。最后,通过招商银行和贝恩公司公布的调查数据,了解了高端客户人群选择财富管理机构的标准,从而针对这些标准本文提出了具体的开拓高端客户群的方法。
[Abstract]:With the steady implementation of interest rate marketization in China and the full entry of foreign banks, the competition in the financial market is becoming more and more intense. In addition to facing competition from domestic and foreign counterparts, the banking industry also faces third-party payment platforms. Direct capital markets and other non-bank financial institutions compete. China's banking industry will inevitably be affected by these competitive factors. With its excellent service, innovative management and unique management style, China Merchants Bank has made great progress and outstanding achievements in the industry. However, China Merchants Bank also has its disadvantages and disadvantages, and is inevitably impacted by China's transition to marketization and internationalization. Interest rate marketization will greatly reduce the traditional business income of Qingdao China Merchants Bank. The entry of foreign banks will take advantage of their competitive advantage of high quality customer service, flexible and rich product design and developed intermediate business to seize the current high-end customers of Chinese banks. In addition, Qingdao is an open coastal port city, which is the target market for all major foreign banks to enter first. Qingdao Merchants Bank has always focused on creating banks with high-end customers. Qingdao recruitment Bank must be fully prepared to deal with it. Therefore, this paper takes the Qingdao Branch of China Merchants Bank as the research object, and introduces the classification and management methods of high-end customers of Qingdao Merchants Bank. This paper analyzes the advantages, disadvantages, development opportunities and threats of Qingdao recruitment Bank under the current economic situation, combining with the actual problems such as the geographical environment and market environment of Qingdao China Merchants Bank, and finds out the future development opportunities and existing problems of Qingdao China Merchants Bank. This article also combines the "2 ~ 8 theory" and "4Cs" marketing theory, leads to why Qingdao CMB to develop "high-end customers." Finally, through the survey data published by China Merchants Bank and Bain Company, we understand the standards of choosing wealth management institutions for high-end customer groups, and then propose specific methods to develop high-end customer groups in view of these standards.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

【参考文献】