A银行青岛分行对公客户经理团队建设策略研究

发布时间：2018-01-01 00:36

本文关键词：A银行青岛分行对公客户经理团队建设策略研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国的商业银行改革的进一步深化,对公客户经理制度的活力展现得越来越充分。对公客户经理主要是以客户为中心,处理客户存、贷款及其它银行业务,并负责拓展、维护客户关系。目前,客户经理在银行大多属于专业技术类的销售人员,拥有很强的公关能力和科学的营销策略,以及强烈的服务意识。对公客户经理充当着商业银行的发动机和为客户服务的纽带角色,其价值正不断被发掘。日前,我国经济的转型压力依然存在,在外部环境趋紧的形势下,对公客户经理团队需要不断自我优化升级。本文通过借鉴管理学理论,融入了青岛当地金融机构的特色,对A银行青岛分行对公客户经理团队的现状及管理模式深入研究。本文详细分析了 A银行青岛分行的基本概况、对公业务的发展情况、对公客户经理的配置情况以及对公客户经理团队和个人的管理模式,并通过上述分析提出了当前A银行青岛分行对公客户经理团队建设存在的四大问题:团队之间发展不平衡、市场开拓动力不足、业务及产品知识偏弱、中后台对业务的支持偏弱。这些问题一方面是对公客户经理自身因素造成的,一方面是银行内部管理的问题造成的。针对上述问题,结合团队"5P"理论,本文提出了对公客户经理团队建设的五项策略,即团队目标建设、团队成员建设、团队定位建设、团队权限建设、团队计划建设。目标建设主要是针对各项任务指标进行解读和分析,结合当前的经济形势和自身的实力,对各项指标的轻重缓急做出评估,并对指标的完成度进行预测,最后与团队成员一起确认目标,目标一定要具有战略性、清晰性和合理性。成员建设则是需要依托对公客户经理胜任力素质模型,进行团队成员的胜任力素质提升,包括客户源开拓、销售机会挖掘、专业化销售、谈判技巧、客户关系管理、内部协调、风险控制、个人绩效管理、数据管理、战略执行等十项销售技能以及产品知识、客户知识、行业知识、合规知识等四项销售相关知识,这些技能与知识层次的提升对于对公客户经理的绩效有显著地促进作用。团队定位建设是要求对公客户经理团队可以自身优势确定好自己的定位,形成区域专业化团队、行业专业化团队或产品专业化团队,从而根据该定位制定发展规划。权限建设是指上级管理机构赋予对公客户经理团队一定管理权限,增加基层考评以促进对公客户经理的绩效提升。团队计划建设是指对公客户经理团队做好实现目标的计划制定与任务分解,并根据实际执行情况予以调整,最终促进目标的完成。上述团队建设的策略还需配合银行内部其他部门的支持与协助,使对公客户经理团队更具有竞争力,实现健康、可持续的发展。
[Abstract]:With the further deepening of the commercial bank reform in China, the vitality of the public account manager system is more and more fully displayed. The public account manager mainly takes the customer as the center, deals with customer deposit, loan and other banking business. And responsible for expanding and maintaining customer relations. At present, account managers in the bank mostly belong to the professional and technical sales staff, has a strong public relations ability and scientific marketing strategy. As well as a strong sense of service. Public account managers as the engine of commercial banks and the role of the link for customer service, its value is constantly being explored. Days ago, China's economic transformation pressure still exists. Under the situation of external environment tightening, the team of public account managers need to constantly optimize and upgrade. This paper integrates the characteristics of local financial institutions in Qingdao by using management theory for reference. This paper analyzes the basic situation of A Bank Qingdao Branch and the development of public business in detail. Configuration of public account managers and management of teams and individuals of public account managers. Through the above analysis, the paper points out four problems existing in the construction of public account manager team in Qingdao Branch of Bank A: unbalanced development among teams, insufficient market development power, weak business and product knowledge. On the one hand, these problems are caused by the public account manager's own factors, on the other hand, it is caused by the internal management of the bank. In view of the above problems, combined with the team "5p" theory. This paper proposes five strategies for the team building of public account managers, that is, team goal building, team member building, team positioning construction, and team authority building. Team planning construction. The goal construction is mainly for the interpretation and analysis of various task indicators, combined with the current economic situation and their own strength, to assess the priorities of the indicators. Finally, the target must be strategic, clear and reasonable, and the member building needs to rely on the competency quality model of the public account manager. Improve the competence of team members, including customer resource development, sales opportunity mining, professional sales, negotiation skills, customer relationship management, internal coordination, risk control, personal performance management, data management. Ten sales skills, including product knowledge, customer knowledge, industry knowledge, compliance knowledge, etc. The promotion of these skills and knowledge levels has a significant role in promoting the performance of public account managers. Team positioning is required to determine their own strengths of the public account managers team positioning. Form regional specialized team, industry specialized team or product specialization team, and then make the development plan according to this position. The authority construction means that the superior management organization gives certain management authority to the public account manager team. The team plan construction refers to the plan formulation and task decomposition of the public account manager team to achieve the goal and adjust it according to the actual implementation situation. The team building strategy mentioned above should be supported and assisted by other departments within the bank so as to make the team more competitive and achieve healthy and sustainable development.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33

【参考文献】