II 摘要 当前面对经济发展新常态、金融格局大变更的市场环境，商业银行如果想 在激烈的市场竞争中占据优势地位，就需要加速经营转型，谋求改革创新，进 一步拓展服务群体，优化经营管理，提高专业能力。不断对现有经营机制体制 进行全方位改革调整，适应市场与客户的变化是商业银行转型之路能否成功的 关键因素。 从 G 银行的经营实践看，大客户是该行至关重要的市场基础。只 要把握了大客户，就掌握了竞争的话语权，拿到了领先发展的“引擎”。为进一 步提高大客户营销服务水平，各省一级分行陆续按照总行全面深化改革、构建 以客户为中心的服务营销新机制的战略部署，以总行信贷经营管理架构调整方 案的颁布为契机，纷纷进行大客户直营改革，以进一步提高对大客户的服务层 级，明晰经营定位，在新形势变化中摸索出一条合适的发展之路。本文正是基 于这样的背景进行研究的。 本文以国内外研究现状及现有相关理论为基础，结合 G 银行江西分行内外 部环境加以分析，从实际已施行的经营现状及措施出发，研究现有经营策略的 施行现状，对存在的问题进行分析，提出解决问题的方案及优化思路。文章以 G 银行江西分行为研究对象，通过认真研读相关理论，对相关客户进行走访调 查，对 G 银行江西分行大客户群体所处的市场环境、同业竞争、需求现状等特 征进行深入分析，重点阐述了 G 银行江西分行目前在大客户综合营销中的主要 措施，针对现有的体制机制进行梳理，发现该分行现有大客户综合化营销过程 中存在的一些不足，主要体现在客户分类、营销管理、内外部协调、人才队伍 培养、考核办法等问题上，这些不足阻碍了 G 银行江西分行对客户的内在需求 进行深入挖掘，导致客户贡献不能有效提升等。在这种情况下，笔者对 G 银行 江西分行深化大客户综合营销改革提出了相应的优化策略。 关键词：大客户营销；客户关系；经营体制改革Abstract III Abstract In the current market environment of the new normal economic development and major changes in the financial structure, if commercial banks want to occupy a dominant position in the fierce market competition, they need to accelerate business transformation, seek reform and innovation, further expand service groups, optimize business management, and improve professional ability. Continuously reforming and adjusting the existing operating mechanism system to adapt to changes in the market and customers is a key factor in the success of the transformation path of commercial banks. From the business practice of G Bank, big customers are the base of the bank. As long as you grasp the big customers, you have mastered the right to speak in the competition and got the engine of leading development. In order to further improve the marketing service level of big customers, the provincial-level branches have successively carried out comprehensive deepening reforms in accordance with the requirements of the head office. Build a new customer-centric mechanism to further improve the service level of big customers, clarify business positioning, and explore a suitable development path in the new situation. This article is based on this background. Based on the research status at home and abroad and the existing relevant theories, this article analyzes the internal and external environment of G Bank's Jiangxi Branch, and studies the current status based on the actual operational status and measures, analyzes the existing problems, propose solutions to the problem and optimization ideas. The article takes G Bank's Jiangxi branch as the research object, conducts in-depth analysis on the characteristics of market environment, horizontal competition, and demand status of G Bank's Jiangxi branch's big customer groups through relevant theories study and survey of relevant customers. Based on the existing system, it finds that some shortcomings in the integrated marketing process of the big customers are mainly reflected in customer classification, marketing management, internal and external coordination, talent team training, assessmentAbstract IV methods, etc. It hinders the G Bank's Jiangxi Branch to deeply explore the internal needs of customers, resulting in the inability of customer contributions to be effectively improved. Under this circumstance, the author puts forward corresponding optimization strategies for the deep marketing of large customers in the G Bank Jiangxi Branch. Key word：the marketing of big customers; customer relationship; management system reform目 录 V 目 录 第 1 章 绪论.................................................................................................................1 1.1 研究背景 .........................................................................................................1 1.2 研究目的和意义 .............................................................................................1 1.3 国内外研究现状 .............................................................................................2 1.3.1 国外研究现状 .....................................................................................2 1.3.2 国内研究现状 .....................................................................................4 1.4 研究基本思路及方法 .....................................................................................5 1.4.1 研究思路 .............................................................................................5 1.4.2 研究方法 .............................................................................................5 第 2 章 相关理论介绍...............................................................................................7 2.1 市场营销概述 .................................................................................................7 2.2 银行综合营销概述 .........................................................................................7 2.3 客户分类 .........................................................................................................8 2.3.1 客户分类的重要性 .............................................................................8 2.3.2 客户分类的方法 .................................................................................8 2.4 大客户理论概述 .............................................................................................9 2.5 客户关系管理理论 .........................................................................................9 2.5.1 客户关系管理概述 .............................................................................9 2.5.2 商业银行客户关系管理的特点 .......................................................10 2.5.3 大客户关系管理 ...............................................................................11 第 3 章 G 银行江西分行大客户综合营销现状 .....................................................13 3.1 G 银行江西分行概况介绍............................................................................13 3.2 G 银行江西分行大客户综合营销环境分析................................................13 3.2.1 江西省经济环境分析 ........................................................................13 3.2.2 江西省政策环境分析 ........................................................................15目 录 VI 3.2.3 江西省银行竞争环境分析 ................................................................15 3.2.4 江西省银行同业竞争分析 ................................................................17 3.2.5 江西省银行大客户市场资源分析 ....................................................18 3.3 G 银行江西分行大客户综合营销实践分析................................................18 3.3.1 现有大客户综合营销概况 ...............................................................18 3.3.2 大客户综合营销组织架构 ................................................................19 3.3.3 大客户综合营销业务流程 ................................................................20 3.3.4 大客户综合营销团队考核办法 ........................................................22 3.3.5 大客户综合营销成效 ........................................................................25 3.3.6 大客户综合营销满意度调查 ............................................................26 第 4 章 G 银行江西分行大客户综合营销存在的问题及原因分析 .....................28 4.1 大客户分类方面.....................................................................................