济宁农行高端客户服务研究
发布时间：2018-12-13 06:32
【摘要】：随着经济的发展，国内各大商业银行的竞争日趋激烈。客户是企业利润的根本来源，为抢占客户市场，各大银行均使出浑身解数，抢占客户资源，并探索客户服务的有效策略。时代在进步，人们的需求在不断提高，客户对银行的需求也日益提高和多样化，银行必须不断改进服务策略，以满足不断发展的客户需求。 著名的“二八法则”认为：一个企业80%的成果往往来自于其20%的投入。目前中国的商业银行高端客户虽然在客户总量中所占的比例较小，但却是利润的主要来源。因而，进行高端客户服务的研究，有效地拓展高端客户市场，并对高端客户进行精心的客户关系管理，对提高银行的经济效益和持续发展能力具有重要的战略意义。 本课题旨在从营销战略管理的高度出发，探讨高端客户服务的有效策略，通过对济宁农行高端客户服务工作的研究，找出目前济宁农行在高端客户管理方面存在的问题和不足，提出适合济宁农行高端客户服务的决策和方法，为提高济宁农行的效益提供科学的方法和思路，，为农行的长远发展提供有益的参考经验。通过对一名高端客户营销案例的分析，了解济宁农行当地的客户群体。对高端客户进行划分，分析高端客户的职业特点和价值取向。了解高端客户需求，提供私人银行服务、定制产品等服务措施。
[Abstract]:With the development of economy, the competition of domestic commercial banks is becoming more and more fierce. Customer is the fundamental source of enterprise profit. In order to seize the customer market, all the banks try their best to seize the customer resources and explore the effective strategy of customer service. With the progress of the times, people's demand is increasing, and the customer's demand for the bank is also increasing and diversifying day by day. The bank must constantly improve the service strategy to meet the constantly developing customer's demand. The famous "law of two or eight" holds that 80% of the results of an enterprise often come from its 20% investment. At present, the high-end customers of China's commercial banks account for a small proportion of the total number of customers, but they are the main source of profits. Therefore, the research of high-end customer service, the effective expansion of high-end customer market, and the careful customer relationship management of high-end customers have important strategic significance to improve the economic efficiency and sustainable development ability of banks. The purpose of this paper is to discuss the effective strategy of high-end customer service from the perspective of marketing strategy management, and through the research of Jining Agricultural Bank's high-end customer service, to find out the problems and shortcomings of Jining Agricultural Bank in high-end customer management. This paper puts forward the decision and method suitable for Jining Agricultural Bank's high-end customer service, provides scientific methods and ideas for improving the efficiency of Jining Agricultural Bank, and provides beneficial reference experience for the long-term development of Agricultural Bank of China. Through the analysis of a high-end customer marketing case, we know the local customers of Jining Agricultural Bank. Analyze the professional characteristics and value orientation of high-end customers. Understand the needs of high-end customers, provide private banking services, customized products and other service measures.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33
本文编号：2376078
[Abstract]:With the development of economy, the competition of domestic commercial banks is becoming more and more fierce. Customer is the fundamental source of enterprise profit. In order to seize the customer market, all the banks try their best to seize the customer resources and explore the effective strategy of customer service. With the progress of the times, people's demand is increasing, and the customer's demand for the bank is also increasing and diversifying day by day. The bank must constantly improve the service strategy to meet the constantly developing customer's demand. The famous "law of two or eight" holds that 80% of the results of an enterprise often come from its 20% investment. At present, the high-end customers of China's commercial banks account for a small proportion of the total number of customers, but they are the main source of profits. Therefore, the research of high-end customer service, the effective expansion of high-end customer market, and the careful customer relationship management of high-end customers have important strategic significance to improve the economic efficiency and sustainable development ability of banks. The purpose of this paper is to discuss the effective strategy of high-end customer service from the perspective of marketing strategy management, and through the research of Jining Agricultural Bank's high-end customer service, to find out the problems and shortcomings of Jining Agricultural Bank in high-end customer management. This paper puts forward the decision and method suitable for Jining Agricultural Bank's high-end customer service, provides scientific methods and ideas for improving the efficiency of Jining Agricultural Bank, and provides beneficial reference experience for the long-term development of Agricultural Bank of China. Through the analysis of a high-end customer marketing case, we know the local customers of Jining Agricultural Bank. Analyze the professional characteristics and value orientation of high-end customers. Understand the needs of high-end customers, provide private banking services, customized products and other service measures.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33
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本文编号：2376078
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