鞍山银行大客户管理存在问题及其对策研究

发布时间：2019-06-11 17:27

【摘要】：大客户是商业银行利润的重要来源,是商业银行经营的重要战略资源,也是商业银行可持续发展的重要保障,因此要加强商业银行大客户营销工作,开发和维护大客户资源,提高大客户对企业的收益贡献度、服务满意度和企业忠诚度。商业银行市场化运营以来,鞍山银行面临着越来越激烈的市场竞争和挑战,此时的大客户管理对于提高银行的经营绩效和长远发展尤为重要,因此研究鞍山银行大客户管理有着重要的理论意义和实践意义。本文首先对大客户管理的概念及其相关理论以及国内外大客户管理的应用进行了简要的回顾和总结,为后面的研究奠定一定的理论基础;其次,详细分析了鞍山银行大客户管理的业务发展情况、服务情况、营销队伍情况以及大客户系统建设情况,并在此基础上,结合本人多年来的工作感受,深入分析了公司大客户管理存在的问题,认为主要有以下几个方面的问题:大客户管理体系和运行机制不健全、大客户开发环节薄弱、服务大客户的能力有待提高、大客户管理信息化水平较低;第三,对鞍山银行政大客户管理进行了SWOT分析,为提出改善鞍山银行大客户管理水平提供依据;第四,结合鞍山银行大客户管理和银行发展目标,本文在最后一部分提出了相应的对策,包括健全大客户管理制度体系、强化大客户开发工作、提高大客户服务能力和完善大客户管理信息系统等。
[Abstract]:Large customers are an important source of profit for commercial banks, an important strategic resource for commercial banks, and an important guarantee for the sustainable development of commercial banks. Therefore, it is necessary to strengthen the marketing work of major customers of commercial banks, develop and maintain major customer resources, and improve the contribution of major customers to enterprises, service satisfaction and enterprise loyalty. Since the marketization operation of commercial banks, Anshan Bank is facing more and more fierce market competition and challenges. At this time, the management of major customers is particularly important to improve the operating performance and long-term development of banks. Therefore, it is of great theoretical and practical significance to study the management of major customers in Anshan Bank. In this paper, the concept of major customer management and its related theories, as well as the application of major customer management at home and abroad are briefly reviewed and summarized, which lays a certain theoretical foundation for the following research. Secondly, this paper analyzes in detail the business development, service situation, marketing team situation and major customer system construction of Anshan Bank's major customer management, and on this basis, combined with my working experience for many years, deeply analyzes the problems existing in the company's major customer management, and holds that there are the following main problems: the major customer management system and operation mechanism are not perfect, and the development links of the major customers are weak. The ability to serve large customers needs to be improved, and the level of information management for large customers is low. Thirdly, the SWOT analysis of Anshan bank's major customer management is carried out, which provides the basis for improving the management level of Anshan bank's major customer. Fourth, combined with Anshan bank's major customer management and bank development goal, this paper puts forward the corresponding countermeasures in the last part, including perfecting the big customer management system, strengthening the development of the big customer, improving the service ability of the big customer and perfecting the big customer management information system, and so on.
【学位授予单位】：辽宁科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.33

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