基于这个背景,这篇文章以大客户关系管理知识的了解为前提,与中国银行
GKY支行的管理实践与数据相结合,通过文献进行了大客户关系管理理论的探讨
和研宄,本文从客户贡献度与银行成本为切入点,围绕中国银行GKY支行的客户
关系管理考核体系为中心,展开讨论与研究,对中国银行GKY支行零售大客户贡
献度评估指标进行设计,贡献度评价指标主要包括客户收入贡献,客户消费量,
客户成本节约三个方面。本文对零售大客户贡献度在考核指标中的重要性进行综
合评价与结果验证,提出基于客户贡献度细分的营销策略。通过对指标体系的实
施,加大了客户信息收集力度;对客户进行分类分析,确定了大客户,并且在客
户满意的基础上,为客户做资产优化,合理进行资产配置,满足了大客户_畀化
需求,培养了客户忠诚度,改造和分化了非大客户
关键词:商业银行;大客户关系管理;考核指标;改进措施
I Abstract
Since twenty-first Century,China’s economy faced rapid economic growth rate.
Banks are facing diversifications and challenges. At present, the bank is developing
rapidly,the product type is rich and varied,the consumer’s choice is also more and more,
thus causes the enterprise the market competition day by day intense. Customer
relationship management has become the key to win customers and improve market
competitiveness. However, there are still many problems in the customer relationship
management of most enterprises, resulting in low customer satisfaction, customer loss.
The banking industry is more and more international,between the major banks has
become increasingly fierce competition, each bank internal management and external
service level as the focus of concem^Each big commercial Banks have gradually started
to business transformation ,from the original approaches to business is given priority to
the development direction of transformation for developing retail business,so as to
expand customer resources,Each bank is the customer value retail business development.
China bank GKY branch was set up in 1996, so far, in the big customer management
has accumulated a lot of usefbl experience, but because of the lack of effective
management, the customer management system and strategy to improve, so the
potential is very large.
Based on this background, this article is based on the understanding of knowledge
management of large customer relationship management, combined with the
management practice and data of GKY branch of Bank of China, and discusses and
studies the theory of large customer relationship management through literature.
Contribution of this paper ,from the customer and the bank costs as the breakthough
point 3on the bank of China GKY branch system of assessment of customer relationship
management as the center the discussion and researchfox China5 s Banks GKY branch
retail customer contribution to design evaluation index, evaluation index mainly
includes the contribution customer revenue contribution, customer consumption,
customer cost savings from three aspects. In this paper, the large retail customer
contribution on the importance of assessment index comprehensive evaluation and
III results, based on the customer segmentation contribution to the marketing strategy is put
forward. Through the implementation of the index system, increased customer
information collection efforts; customer classification analysis, to determine the large
customers; to meet the needs of large customer differentiation, cultivate customer
loyalty; transformation and differentiation of non-large customers. The research of this
paper has important theoretical and practical significance to improve the relationship
between customer relationship management and customer satisfaction of GKY branch
of Bank of China.
Key Word : Commercial banks; Large customer relationship management;
Assessment indicators; Improvement measures
IV 目录
摘要 I
Abstract Ill
第1章绪论 1
1.1研宄背景及意义1.1.1研宄背景1丄2研究意义1.2文献综述1.2.1国外研宄现状1.2.2国内研宄现状1.3研究内容、方法及技术路线1.3.1研究内容1.3.2技术路线1.3.3研究方法第2章相关概念与理论概述2.1大客户关系管理理论2丄1大客户的定义2.1.2大客户关系管理的内容2.1.3大客户关系管理的步骤2.1.4客户贡献度内涵2.2相关理论概述2.2.1顾客满意度与忠诚度理论2.2.2客户终生价值理论2.2.3客户细分理论2.2.4客户价值与客户生命周期理论第3章中国银行GKY支行零售大客户关系管理现状及主要问题揭示v 3.1中国银行GKY支行简介3.2屮国银行GKY支行零售大客户状况
21
3.2.1大客户基本情况
21
3.2.2大客户分布行业结构
21
3.3中国银行GKY支行零售大客户管理现状
23
3.3.1零售大客户经理的考核体系
23
3.3.2零售大客户量身定制的金融产品和服务
23
3.3.3零售大客户关系管理策略
24
3.4考核体系不科学
25
3.4.1零售大客户贡献度评价指标体系待完善
25
3.4.2零售大客户贡献度提升的激励机制不足
27
3.4.3 CRM系统建设存在问题
27
3.4.4大客户经理能力有待提升
29
第4章中国银行GKY支行零售大客户关系管理新考核体系的建立31
4.1中国银行GKY支行零售大客户贡献度评价指标的设计基础
31
4.1.1零售大客户贡献度评价标准
31
4.1.2评价指标的设计原则
32
4.1.3客户贡献度评价体系设计思路
32
4.2中国银行GKY支行零售大客户贡献度评价指标描述
32
4.2.1零售大客户收入贡献
33
4.2.2零售大客户消费量
34
4.2.3零售大客户成本节约
34
4.3中国银行GKY支行零售大客户贡献度指标量化
35
4.3.1零售大客户收入贡献指标量化
35
4.3.2零售大客户消费量指标量化
35
4.3.3零售大客户成本节约指标量化
36
4.4指标的无量纲化处理
37
4.5指标权重的确定
37
4.5.1层次分析法
37
4.5.2客户贡献度评估模型权重选择
37
4.5.3零售大客户贡献度综合评价结果
39
VI 第5章中国银行GKY支行零售大客户关系管理的改进措施
41
5.1完善零售大客户关系管理考核体系
41
5.1.1提升零售大客户贡献度的激励措施
41
5.1.2完善零售大客户经理绩效考核指标
41
5.1.3基于零售大客户贡献度细分的营销策略
41
5.2利用大数据进行CRM系统建设
43
5.3专业零售大客户经理队伍的建设
44
5.3.1提高零售大客户经理专业素质
44
5.3.2扩充大零售大客户经理队伍
44
第6章中国银行GKY支行零售大客户关系管理考核体系改进的评价
45
6.1模型的验证和评价
45
6.1.1实证研究
45
6.1.2结果的评价
46
6.2考核体系实施效果
48
6.2.1客户信息量增大,潜力客户增加
48
6.2.2客户分类分析,确定需求
48
6.2.3增加客户忠诚度
;49
6.2.4引导非大客户转化
49
6.2.5优化了客户信用风险管理
50
6.2.6优化了销售方式
50
参考文献 51
m m
55
ic it 57
攻读硕士学位期间的科研成果
59
VII 第1章绪论
第1章绪论
1.1研究背景及意义
1.1.1研究背景
随着全球经济的快速发展,金融业在中国的经济变化中所占据的市场份额越
来越大,行业之间的竞争也越来越激烈,金融产品不断增加的种类和内容,也对
金融单位的生存与发展造成了重大的影响,使其面临着巨大的危机和挑战。经济
全球化对银行业的创新也起到了促进作用。当前,包括国有银行、商业性银行以
及外资银行等在内的银行都在中国金融市场上进行大量相关业务的开展活动,其
间的竞争也越来越趋于白热化,对中国银行GKY支行的生存以及发展造成了严重
影响。对该行来说,大客户是支持银行业务的主要群体。这个群体一般都具有较
长的合作时间、较大的客户粘性、较高的忠诚度、良好的信任度等优点,不只对
保障银行流动资金的稳定性有着帮助,也创造了银行的新服务和稳定而持续的利
润,因此银行绝不能忽视大客户的
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