中国工商银行阜康支行个人VIP客户关系管理研究

发布时间：2018-08-03 15:17

【摘要】：中国的经济在改革开放后的几十年经历了持久而快速的发展，我国社会在快速发展同时，国民的财富在不断的增长，人们对于理财的态度过去相比发生了很翻天覆地的变化，理财逐渐成为被人们所认识和关注。伴随国民个人财富的快速增长，商业银行的个人金融业务也得到了快速的发展，个人金融业务已经成为我国商业银行取得高回报的支撑业务。因此，国内各个商业银行都非常重视个人金融业务，尤其是对个人VIP客户业务的拓展。如何为个人VIP客户提供优质的金融服务，确保能在激烈的同业竞争中留住和拓展客户，与客户建立起持久双赢的关系，这是商业银行在竞争获胜的关键。如何对个人VIP客户实施有效的关系管理，是一个具有现实意义的重要课题。现阶段，工商银行阜康支行个人VIP客户流失严重、平均持有产品数低。这对支行的经营发展提出了极大的挑战。虽然个人VIP客户只占工商银行阜康支行全部客户数量极小的一部分，但个人VIP客户对我行利润却做了极大的贡献。要想在个人VIP客户业务上有所发展，必须要从开发新个人VIP客户和维护存量个人VIP客户两方面下功夫，同时提高对个人VIP客户的服务质量。根据工商银行阜康支行的实际情况显示，绝大部分个人VIP客户的价值并未完全挖掘出来，个人VIP客户仍有巨大的潜力可以挖掘。只有找出问题所在、提出并执行相应的对策，，才能提升个人VIP客户的贡献度，提升工商银行阜康支行整体的经营水平。本文从工商银行阜康支行的基本情况和面临的问题入手，对客户关系管理理论进行了追溯，阐述了前人对客户关系管理的基本理论。并对工商银行阜康支行的目标市场进行了分析。提出了从个人VIP客户开发拓展、跟进营销、维护、产品销售、业务的处理、服务及物理设施上七个方面进行个人VIP客户关系管理策略，并详细说明了使该策略成功的实施保证。这些策略和实施保证将对工商银行阜康支行针个人VIP客户营销具有现实指导意义。
[Abstract]:China's economy has experienced sustained and rapid development in the decades since the reform and opening up. At the same time, the rapid development of our society, the wealth of the people is constantly growing, people's attitude to financial management has changed a lot compared with the past. Financial management has gradually become known and concerned by people. With the rapid growth of national personal wealth, the personal financial business of commercial banks has also been developed rapidly, and personal financial business has become the support business for commercial banks to achieve high returns in our country. Therefore, domestic commercial banks attach great importance to personal financial business, especially to the expansion of personal VIP customer business. How to provide high quality financial services for individual VIP customers, to ensure the retention and expansion of customers in the fierce interbank competition, and to establish a lasting win-win relationship with customers is the key for commercial banks to win the competition. How to implement effective relationship management for individual VIP customers is an important task with practical significance. At this stage, Industrial and Commercial Bank Fukang Branch personal VIP customer loss is serious, the average number of products held is low. This has put forward a great challenge to the management and development of the branch. Although individual VIP customers account for only a very small part of the total number of customers in ICBC Fukang Branch, individual VIP customers have made a great contribution to our bank's profits. In order to develop personal VIP customer business, we must develop new personal VIP customers and maintain existing personal VIP customers, and improve the quality of service to individual VIP customers at the same time. According to the actual situation of Fukang Branch of ICBC, the value of most individual VIP customers has not been fully excavated, and individual VIP customers still have great potential to tap. Only find out the problem, put forward and carry out the corresponding countermeasure, can enhance the individual VIP customer's contribution degree, enhance the whole management level of ICBC Fukang Branch. This paper starts with the basic situation and problems of Fukang branch of ICBC, traces the theory of customer relationship management, and expounds the basic theory of customer relationship management. The target market of ICBC Fukang Branch is analyzed. This paper puts forward the personal VIP customer relationship management strategy from seven aspects of personal VIP customer development, follow up marketing, maintenance, product sales, business processing, service and physical facilities, and explains in detail how to ensure the successful implementation of the strategy. These strategies and implementation guarantee will have realistic guiding significance to ICBC Fukang Branch's personal VIP customer marketing.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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