交通银行山东省分行发展个人高端客户的竞争战略研究

发布时间：2019-05-24 02:09

【摘要】：在自然界存在一个所谓的“二八定律”,据说这个定律也适用于银行,认为80%的利润来源于20%的客户,抓住了20%的高端人群,就等于抓住了这个80%的利润。商业银行的最终目的是获得利润的最大化,都会重点提升、挖潜这部分核心客户,持续开展核心客户关系的有效管理,使得客户的忠诚度、满意度、贡献度不断提高。随着传统的银行业务差异性的越来越少,同业间同质化严重,在此层面难以形成竞争优势。商业银行对个人高端客户金融服务是产品、服务、运作和技术紧密结合的一项专有化、综合化的系列服务,对提升银行的核心竞争力起着至关重要的作用。本文在研究各国先进商业银行个人高端客户的基础上,针对我国银行个人高端客户发展的情况,通过数据研究、分析比较、SWOT分析和实例调查等方法,进一步开展理论分析。首先,文章阐述了个人高端客户的起源,并研究分析个人高端客户服务在实际经营中的价值和重要性；然后,文章就国外先进商业银行个人高端客户发展的情况进行介绍；接着,着重分析了目前国内商业银行个人高端客户市场情况,通过大量数据分析阐述了国内个人高端客户市场的现状,并结合交通银行山东省分行数据进行了数据的分析,并作出比较和评价。最后,在前文大量的分析基础上,结合实际工作经验,本文尝试提出交通银行山东省分行个人高端客户的发展策略,同时指出当前个人高端客户业务发展中的核心问题,并对其问题提出合理化建议。最后,以交通银行山东省分行为实例,为其如何更好的发展高端客户起到积极的指导作用。
[Abstract]:There is a so-called "28 / 8 law" in nature, which is said to apply to banks, saying that 80 per cent of profits come from 20 per cent of customers and 20 per cent of high-end people, which is equivalent to 80 per cent of profits. The ultimate goal of commercial banks is to maximize profits, will focus on improving, tap the potential of this part of the core customers, continue to carry out the effective management of core customer relations, so that customer loyalty, satisfaction, contribution degree continue to improve. With the difference of traditional banking business is less and less, it is difficult to form competitive advantage at this level because of the serious homogenization of the same industry. The financial service of commercial banks to individual high-end customers is a unique and integrated series of services, which is closely combined with products, services, operations and technology, which plays an important role in enhancing the core competitiveness of banks. Based on the study of individual high-end customers of advanced commercial banks in various countries, this paper further carries out theoretical analysis through data research, analysis and comparison, SWOT analysis and case investigation, in view of the development of personal high-end customers of banks in China. First of all, the article expounds the origin of individual high-end customers, and studies and analyzes the value and importance of personal high-end customer service in the actual operation. Then, the article introduces the development of individual high-end customers of foreign advanced commercial banks. Then, it focuses on the analysis of the current situation of the personal high-end customer market of domestic commercial banks, and expounds the current situation of the domestic personal high-end customer market through a large number of data analysis, and combined with the data of the Shandong Branch of the Bank of Communications to carry on the data analysis. And make a comparison and evaluation. Finally, on the basis of a large number of previous analysis, combined with the actual work experience, this paper tries to put forward the development strategy of individual high-end customers in Shandong Branch of Bank of Communications, and points out the core problems in the current business development of personal high-end customers. And put forward reasonable suggestions for its problems. Finally, taking Bank of Communications Shandong Branch as an example, it plays a positive guiding role in how to better develop high-end customers.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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