交通银行LN分行高端客户服务策略研究

发布时间：2019-01-01 07:35

【摘要】：银行高端客户服务是一种专门面向高净值客户群体提供的、服务水平和等级优于一般客户群体的银行金融服务的总称。在服务过程中将各类金融产品和技术完美融合在一起,有效体现出产品的高端化和服务的专业化水平。在国外,高端客户服务起源较早,现已成为银行的支柱性业务；在国内,财富管理业务正逐步形成体系,资产高净值群体迅速扩大,为高端客户市场带来巨大的发展空间,中资和外资银行已经将竞争的焦点,转移到高端客户服务领域。本文首先通过对银行高端客户服务发展的起源及发展脉络进行介绍,运用管理学中著名的“二八定律”理论阐述了银行高端客户服务对于银行发展的意义和价值；然后文章从发展模式、目标客户、组织架构和服务体系等方面将国内银行高端客户服务发展情况同国外银行进行了比较,对比分析了国内银行和外资银行高端客户服务的“5P”策略不同之处,以比较分析得出结论为依据,对我国商业银行高端客户服务的发展方向进行了明确；接着,文章以国内高端客户市场现状为基础,运用了比较分析、数据分析等方法对国内高端客户市场的目标客户、市场潜力、客户类型、资产构成和服务需求进行详细的分析,为交通银行LN分行针对客户需求开展高端客户服务提供了市场依据。在此基础上,本文进一步分析了交通银行LN分行高端客户服务的现状,包括为高端客户提供的常规服务内容和增值服务项目,并从全方位、多角度地分析了该行在高端客户服务领域面临的问题,包括：服务内容同质化、服务体系待完善、品牌认知度待提升、产品销售与客户服务的矛盾待解决、人力资源瓶颈等问题。通过分析尝试提出交通银行LN分行在高端客户服务方面的发展策略,并在市场定位、营销策略、渠道策略、人力资源和风险防控等方面提出了自己的观点。
[Abstract]:The bank high-end customer service is a kind of bank financial service which is specially provided to the high net worth customer group and its service level and grade is superior to that of the general customer group. In the process of service, all kinds of financial products and technologies are perfectly integrated together, which effectively reflects the high-end products and the professional level of services. In foreign countries, high-end customer service originated early, and has become a pillar of the bank business; In China, wealth management business is gradually forming a system, the group of high net worth assets is expanding rapidly, which brings huge development space for the high-end customer market. Chinese and foreign banks have shifted the focus of competition to the high-end customer service field. Firstly, this paper introduces the origin and development of the high-end customer service of the bank, and expounds the significance and value of the high-end customer service of the bank for the development of the bank by using the famous "law of two eight" in management. Then the paper compares the development of high-end customer service between domestic banks and foreign banks in terms of development model, target customers, organizational structure and service system. The differences of "5p" strategy between domestic banks and foreign banks in high-end customer service are compared and analyzed. Based on the conclusion of comparative analysis, the development direction of high-end customer service of commercial banks in China is clarified. Then, based on the current situation of domestic high-end customer market, the paper uses comparative analysis, data analysis and other methods to analyze the target customers, market potential, customer types, asset composition and service demand of domestic high-end customer market in detail. For Bank of Communications LN branch to meet the needs of high-end customer service to provide the market basis. On this basis, this paper further analyzes the current situation of high-end customer service in LN Branch of Bank of Communications, including the routine service content and value-added service items for high-end customers, and from all aspects, The problems faced by the bank in the field of high-end customer service are analyzed from many angles, including: homogenization of service content, service system to be improved, brand awareness to be improved, contradiction between product sales and customer service to be resolved, Human resource bottleneck and other problems. This paper tries to put forward the development strategy of LN branch of Bank of Communications in high-end customer service, and puts forward its own views on market positioning, marketing strategy, channel strategy, human resources and risk prevention and control.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

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