中国银行黑龙江省分行零售客户价值评价研究

发布时间：2019-07-03 19:47

【摘要】：对于现代商业银行而言，价值管理是其经营管理的核心之一。银行应以市场需求为导向，以优质客户为重点，努力实现整体社会经济与银行，以及银行与客户三者之间的可持续协调发展。这一经营理念要求银行转变经营机制，引入客户价值管理的思想和方法，优化银行资源配置，，在科学合理评价客户价值的基础上，明确自身的市场定位，并据此进行商品的有效扩展和规划，将其服务体系的重点工作建立在客户之上。本文结合实际数据，对中国银行黑龙江省分行的零售客户价值评价进行了相关研究。本文首先界定了客户的实现价值和终身价值，在此基础上总结归纳了已有相关研究的现状。进一步地，本文从个人和环境两个方面讨论了中国银行黑龙江省分行客户价值的影响因素，其中个人要素又被分为财富存量、个人成长能力等方面进行分析，而环境因素则又被划分为金融机构经营与客户关系管理两方面进行分析。在进行上述分析之后，本文又对中国银行黑龙江省分行零售客户价值进行评价研究，在具体的评价过程中将客户价值分为实现价值和终身价值，并对不同类型客户价值的评价结果进行分析。最后本文根据中国银行黑龙江省分行零售客户价值评价与分析的结果给出了相应的零售营销策略，为中国银行黑龙江省分行的零售营销实践提供理论依据。
[Abstract]:For modern commercial banks, value management is one of the core of their management. Banks should take market demand as the guide, focus on high-quality customers, and strive to achieve the sustainable and coordinated development of the overall social economy and banks, as well as between banks and customers. This management concept requires banks to change their management mechanism, introduce the ideas and methods of customer value management, optimize the allocation of bank resources, clarify their own market positioning on the basis of scientific and reasonable evaluation of customer value, and carry out the effective expansion and planning of commodities, and establish the key work of its service system on customers. Based on the actual data, this paper makes a related study on the retail customer value evaluation of Bank of China Heilongjiang Branch. This paper first defines the realization value and lifelong value of customers, on the basis of which the current situation of related research is summarized. Furthermore, this paper discusses the influencing factors of customer value of Bank of China Heilongjiang Branch from two aspects of individual and environment, in which personal factors are divided into wealth stock, personal growth ability and so on, while environmental factors are divided into two aspects: financial institution management and customer relationship management. After the above analysis, this paper also evaluates the retail customer value of Bank of China Heilongjiang Branch. In the specific evaluation process, the customer value is divided into realization value and lifelong value, and the evaluation results of different types of customer value are analyzed. Finally, according to the results of retail customer value evaluation and analysis of Bank of China Heilongjiang Branch, this paper gives the corresponding retail marketing strategy, which provides a theoretical basis for the retail marketing practice of Bank of China Heilongjiang Branch.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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