农业银行A支行中端零售客户的交叉销售应用研究

发布时间：2018-02-13 11:56

本文关键词： 交叉销售中端零售客户客户关系管理消费者行为　出处：《安徽大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国实行改革开放政策以来,居民财富不断聚集,国内一个收入稳定、中高净值的零售银行客户群体已经形成。这类客户在银行零售客户总数中占极少的比例,却占据着银行一半以上的个人金融资产,地位举足轻重。然而,此类客户中,金融资产在10-100万区间的中端零售客户又占大多数,100万以上的高端客户数量稀少,且各家银行抢挖严重。所以中端零售客户的维护越来越受到商业银行的重视。但是,相对于紧缺的营销人员,中端零售客户群体仍然庞大,需要合理、统筹、高效的维护和营销方法。交叉销售是关系营销的一个重要应用领域,在金融系统中越来越得到重视。通过交叉销售,一方面客户购买了新的产品,与金融机构的关系更加稳固;另一方面,金融机构以较低成本销售了自己的产品,获得了收益;所以交叉销售是一种高效的客户维护和营销方法。但其作为一种新兴营销方法,各商业银行均在摸索,应用成效良莠不齐。本文选取农业银行A支行作为案例,研究针对该行中端零售客户群体如何高效开展交叉销售的方法。本文分析了宏观环境、支行客户结构及交叉销售开展现状,运用客户关系管理的相关理论知识,指导强化支行交叉销售的客户基础;运用消费者行为学中的相关理论知识,指导支行紧抓营销过程,提高营销效果。并在措施实施后,持续根跟踪一年时间,检验客户层级、资产、产品结构的优化情况,验证措施的有效性。本文认为,强化客户关系管理是开展交叉销售的基础。银行营销人员通过多种互动方式密切与客户的联系,并立足于数据库,熟练使用银行CRM系统,制定产品组合营销策略,筛选客户、挖掘客户、积极开展精准营销,可以高效识别交叉销售的机会,并为销售作好前期准备。同时,本文认为消费者行为模型对于提高交叉销售成功率有重要指导意义。银行营销人员立足于客户消费行为的特征、心理,分析,引导决策,并在决策过程中层层把握,正向刺激,制造锚定与框架效应,可有效提升交叉销售的成功率。本文是商业银行如何进行高效交叉销售的一次重要探索。在对交叉销售这种新兴的营销方式进行研究的同时,将银行重点维护的目标客户群体,由传统的高端客户转而瞄准中端零售客户,并引入消费者行为模型来指导提升交叉销售的效果,具有较强的创新性,对商业银行零售客户的维护和拓展有积极的指导意义。
[Abstract]:Since the implementation of the policy of reform and opening to the outside world in China, the wealth of the residents has been continuously gathered, a stable income in the country and a group of retail bank customers with medium to high net worth have been formed. These customers account for a very small proportion of the total number of retail customers in the banks. But they account for more than half of the bank's personal financial assets, and play an important role. However, the majority of such customers are middle-end retail customers with financial assets in the 10-1 million range, and the number of high-end customers above 1 million is scarce. Therefore, commercial banks pay more and more attention to the maintenance of middle end retail customers. However, compared with the shortage of marketers, the middle end retail customers are still large and need to be reasonable and as a whole. Efficient maintenance and marketing methods. Cross-selling is an important application field of relationship marketing, which is paid more and more attention in the financial system. Through cross-selling, on the one hand, customers buy new products, and the relationship with financial institutions is more stable; On the other hand, financial institutions sell their products at a lower cost, making a profit; so cross-selling is an efficient customer maintenance and marketing method. But as a new marketing method, commercial banks are groping for it. This paper chooses Agricultural Bank A as a case to study the method of how to carry out cross-selling effectively for the retail customer group in the middle end of the bank. This paper analyzes the macro environment. The customer structure and the current situation of cross-selling of the branch bank, using the relevant theory knowledge of customer relationship management, guiding and strengthening the customer base of cross-selling of branch bank, applying the relevant theory knowledge of consumer behavior, instructing the branch bank to grasp the marketing process, Improve the marketing effect. And after the implementation of the measures, continue to root tracking for one year, test customer level, assets, product structure optimization, verify the effectiveness of the measures. Strengthening customer relationship management is the basis of cross-selling. Bank marketers are closely connected with customers through a variety of interactive ways, and are based on databases, skillfully use bank CRM system, formulate product combination marketing strategies, and screen customers. Excavate the customer, carry out the accurate marketing actively, can identify the opportunity of cross-selling efficiently, and prepare for the sale in the early stage. At the same time, This paper holds that the consumer behavior model has an important guiding significance in improving the success rate of cross-selling. Bank marketers are based on the characteristics, psychology, analysis, and guidance of customer's consumer behavior, and grasp them in the decision-making process. Manufacturing anchoring and frame effect can effectively enhance the success rate of cross-selling. This paper is an important exploration of how commercial banks carry out cross-selling efficiently. It is innovative to change the target group of bank maintenance from the traditional high-end customers to the middle end retail customers, and introduce the consumer behavior model to guide and enhance the effect of cross-selling. Commercial bank retail customer maintenance and expansion has positive guiding significance.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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