浙江建行高端客户服务改进方案研究

发布时间：2017-12-30 18:25

本文关键词：浙江建行高端客户服务改进方案研究　出处：《西北大学》2015年硕士论文　论文类型：学位论文

【摘要】：国内银行业对高端客户的争夺正日益激烈。面对工商银行、中国银行等有力竞争对手,建行在高端客户营销服务方面还存在不少差距,其营销能力、服务能力均有待于进一步提升。基于此,本文将以浙江省建设银行为研究对象,运用定量分析和实证研究,首先对浙江省建行高端客户服务需求进行调研,进而对银行服务品质进行研究,最后依据调查数据,分析“客户需求”与“银行服务”间的差距,找出服务能力存在的不足之处,思考高端客户服务方案改进设计及实施方案,提升客户对建设银行服务的忠诚度。调研表明,浙江建设银行客户在服务领域的需求主要有：(1)获得资产的保值、增值是高净值人群在金融方面最大的需求；(2)投资理财目标的更趋稳健增长；(3)对银行理财人员能力的要求不断增长；(4)最关注跨境金融等服务；(5)对服务场所的需求相对高端；(6)对增值服务需求的迅猛增长,是高端客户急需的服务需求。但通过定量实证研究发现,该行在高端客户服务能力方面存在诸多不足。具体来说,主要有：(1)市场缺乏细分,服务针对性不强；(2)创新能力和意愿不强,金融及非金融产品类型单服务水平不高；(3)专业服务人才相对匮乏,理财水平和层次相对不高；(4)管理缺乏长效机制,银客关系不牢固等问题。本文认为,基于客户生命周期理论,浙江省建行高端客户服务可从以下几方面进行完善。(1)明确市场定位,细分客户层次；(2)不断推进产品和服务的改进和创新,建立合理的定价机制；(3)健全客户主动营销体系建设,做好市场宣传和推广；(4)不断提升理财中心人才和队伍建设,打造服务名牌；(5)更积极贯彻精细化营销策略,提供更为个性化、品质化服务。为更好的完善研究,本文对改进方案进行了为期3个月的实效验证,研究表明,改进后的高端客户服务效果提升明显。
[Abstract]:The domestic banking industry competition for high-end customers is increasingly fierce. In the face of industrial and Commercial Bank of China, bank Chinese competitor, CCB also has many disparities in the high-end customer service marketing, the marketing ability, service ability need to be further improved. Based on this, this paper will take Zhejiang Construction Bank as the research object, using quantitative analysis and the empirical research, first of Zhejiang province construction of high-end customer service needs research, and study the bank service quality, according to the survey data, analysis of the "customer needs" and "banking" the gap between the shortcomings of out of service ability, thinking of the high-end customer service improvement project design and implementation plan, improve customer loyalty to the construction bank service. Research shows that the Zhejiang construction bank customer demand in the service sector are: (1) obtain the asset value, increase Value is the greatest demand in the financial aspects of the high net worth population; (2) investment targets more robust growth; (3) the financial staff capacity requirements continue to increase; (4) the focus of cross-border financial services; (5) the place of service demand is relatively high; (6) the rapid growth of value-added the service requirements of high-end customers need service needs. But through empirical study found that there are many shortcomings of the services in the high-end customers ability. Specifically, mainly include: (1) the lack of market segmentation, the service is not strong; (2) the innovation ability and the will is not strong, the financial and non financial product type single service level is not high; (3) the relative lack of professional service personnel, management level is not high; (4) the lack of long-term management mechanism, problem of customer relationship is firmly. This paper argues that the customer based on the life cycle theory, Zhejiang Province built high End customer service can be improved from the following aspects. (1) a clear market positioning, customer segmentation level; (2) continuous improvement and innovation to promote products and services, establish a rational pricing mechanism; (3) improve customer active marketing system, completes the market publicity and promotion; (4) improve financial management the center of talent and team building, build service brand; (5) more actively implement the fine marketing strategy, to provide more personalized service. In order to study and improve the quality better, this paper verified the effectiveness for a period of 3 months on the improved scheme research shows that the improved effect of the high-end customer service to improve significantly.

【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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