对银行而言，尤其是注重区域服务的城市商业银行而言，中小企业金融服务在银
行业务发展中也正在成为至关重要的一部分。然而，从城市商业银行对于中小企业客
户的管理现状来看，存在着较多的问题，比如：对中小企业客户的管理笼统、没有对
中小企业价值客户进行有效区分，导致价值客户没有得到应有的增值服务；对中小企
业客户的管理标准单一，没有比较系统全面的划分标准，导致中小企业价值客户不能
凸显等。中小企业价值客户应该是城市商业银行重点营销的优质客户。因此，本文以
客户营销理论、现代管理理论为基础，从中小企业价值客户的界定与特性、现状与存
在问题、解决方案等方面重点阐述、论证城市商业银行的管理策略，并对城市商业银
行对于中小企业价值客户的有效管理提供建议
本文在理论研究和实际案例分析的基础上，通过收集案例对象的一手数据，结合
文献分析、实际研究等方法，对于 SZ 银行中小企业价值客户的管理有一个全面系统
的认识。通过案例研究发现：SZ 银行对于中小企业价值客户管理尚未形成比较科学
的体系，在银行内部资源的配置过程中未对中小企业价值客户有意识的倾斜。因此需
要进行相应的有效改善，才能提高整体的服务品质，从而促进银企的双赢
关键词：SZ 银行、中小企业价值客户、管理策略
作 者：徐锦江
指导老师：权小锋英文摘要 SZ 银行中小企业价值客户的管理策略研究
II
Research on the Management Strategy of the Value
Client of the Small and Medium-sized Enterprises in SZ
Bank
Abstract
In recent years, the rapid development of small and medium enterprises in China, the
contribution of economic growth is growing.Small and medium-sized enterprises are the
important force of China&39;s national economy and social development. Promoting the
development of small and medium-sized enterprises is the important foundation for
maintaining the steady and rapid development of the national economy and the important
task of people&39;s livelihood and social stability. For banks, especially the city commercial
banks which focus on regional services, the financial services of small and medium-sized
enterprises are also becoming a vital part in the development of banking business.However,
from the city commercial banks for SME customers management status, there are more
problems, such as:the general management of small and medium customers, there is no
effective separation of value customers for SMEs, leading to value customers do not get Of
the value-added services; SME customers a single standard of management, there is no
comparison of a comprehensive system of standards, resulting in value-added customers
can not highlight such as small and medium enterprises.Small and medium-sized enterprise
value customer should be the city commercial bank key marketing high-quality customer.
Therefore, based on the theory of customer marketing and modern management
theory, this paper focuses on the definition, characteristics, current situation and existing
problems of SME&39;s value clients, and discusses the management strategies of city
commercial banks. SME value customers to provide effective management
recommendations.On the basis of theoretical research and practical case analysis, this
paper has a comprehensive and systematic understanding of the management of SZ Bank
SMEs&39; value clients by collecting first-hand data of case objects and combining with
literature analysis and practical research. Through the case study, it is found that SZ Bank
has not formed a scientific system for the value management of small and medium-sized
enterprises, and has not been consciously inclined to the value customers of SMEs in theSZ 银行中小企业价值客户的管理策略研究 英文摘要
III
allocation of bank internal resources. So the need for the corresponding limited
improvement, in order to improve the overall quality of service, thus promoting the
win-win situation.
Key words:SZ bank, small and medium-sizedenterprise value clients, management
strategy
Writtenby:JinjiangXu
Supervisedby:XiaofengQuan
目录
第一章 绪论 ...........1
1.1 研究背景及意义 ..........1
1.1.1 研究背景....1
1.1.2 研究意义....2
1.2 研究方法 ..........3
1.3 研究思路与内容框架 ..4
第二章 文献综述与理论基础 .......6
2.1 中小企业客户的界定和特性 ..6
2.1.1 中小企业客户的界定........6
2.1.2 中小企业客户的特性........7
2.2 国内外文献综述 ..........9
2.2.1 价值客户的研究....9
2.2.2 对于客户管理策略的研究..........10
2.2.3 对于城市商业银行中小企业价值客户管理策略的研究..........10
2.2.4 国外对中小企业价值客户管理的研究现状......12
2.3 理论基础：现代营销理论 ....13
2.3.1 现代营销理论的内容......13
2.3.2 现代营销理论的原则......15
2.4 本章小结 ........17
第三章 SZ 银行中小企业价值客户 管理的现状与问题分析.18
3.1 SZ 银行简介...18
3.2SZ 银行中小企业价值客户的价值和结构分析 .......22
3.2.1 SZ 银行中小企业价值客户的价值特性分析....22
3.2.2 SZ 银行中小企业价值客户的结构分析23
3.3 SZ 银行中小企业价值客户的管理现状.......25
3.4 SZ 银行中小企业价值客户管理的重要问题分析...27
3.5 本章小结 ........33
第四章 SZ 银行中小企业价值客户管理的提升策略...
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