众所周知，当前我国银行业市场竞争日趋激烈，产品创新不足但同质化严重， 银行大客户产品复制成本较低，所以在银行业中出现了很多类似的金融产品，极 大降低了银行的竞争力以及客户的信任。例如某个银行在推出一款金融产品不久 以后很快就被其他银行复制，同质产品充斥着整个银行业，尤其对于公司大客户 来说营销难度较大。所以在面对激烈的市场竞争的时候，针对大客户的需求点有 目的的制定产品和服务方式，充分满足大客户所要的各个方面需求，进而可以在 市场中提升客户的满意度，是现在各个银行所追求的。兴业银行作为我国金融市 场的后起之秀，在这样复杂而在当前激烈的竞争环境下，如何围绕大客户制定完 善的营销策略，从而提高公司大客户对于兴业银行A支行的粘性，进而提高兴 业银行A支行的市场竞争力具有重要的意义。 本文采取文献分析法、SWOT分析方法等分析了公司大客户营销环境，研究 得出：当前A支行在公司大客户营销层面存在的问题，主要涉及到大客户服务 文化建设滞后、目标市场划分不合理、客户选择不科学以及营销组合策略滞后等 问题，亟需进一步完善；针对兴业银行A支行公司大客户营销问题提出了完善 对策，主要涉及到市场细分、大客户选择以及市场营销组合策略层面，其中营销 思路为优化公司大客户准入机制，执行差异化以及个性化的营销策略。具体来说， 市场细分层面，构建细分市场吸引力评价表进行选择；客户选择层面，结合层次 分析法构建大客户综合贡献度指标体系进行客户的选择；在组合策略层面，从产 品策略、价格策略、渠道策略、促销策略、服务策略、客户关系管理策略六个层 面提出了完善对策。 关键词：大客户，市场营销，市场细分，营销组合策略 昆明理工大学专业学位硕士学位论文兴业银行A支行公司大客户营销策略研究 V Abstract Withthefiercemarketcompetition,thecostofimitatingproductsisalsorelatively low,soalotofsimilarfinancialproductshaveappearedinthebankingindustry.A banksooncopiedafinancialproductafterbeinglaunchedbyotherbanks.These similarproductsfloodtheentirebankingindustry,soitismoredifficultinthe marketingprocess,asisthesalesprocessinthelargecustomermarket.Therefore,in thefaceoffiercemarketcompetition,itisnecessarytoformulateproductsandservice methodsinaccordancewiththeneedsofmajorcustomerstofullymeettheneedsof majorcustomersinordertofurtherincreasecustomersatisfactioninthemarket.What thebankisafter.TheIndustrialBankwasestablishedrelativelylate,butquickly occupiedacertainmarketshareinthelaterdevelopmentprocess.Inthefaceofthe currentfiercemarketcompetition,howtoformulatecorrespondingplanstomeetthe majorcustomergroupscangetthecompany'smajorcustomersTrust,inturn,allows IndustrialBankA'ssub-branchtohaveitsowncorecompetitivenessinthefuture developmentprocess. ThisarticleusestheliteratureanalysismethodandSWOTanalysismethodto analyzethecompany'smajorcustomermarketingenvironment.Thestudyconcludes thatthecurrentproblemsofAbranch'smajorcustomermarketinglevelaremainly relatedtothelaggingconstructionofthemajorcustomerservicecultureandthe unreasonabletargetmarketdivision.Problemssuchasunscientificcustomer screeningandlaggingmarketingmixstrategiesneedtobefurtherimproved;a comprehensivecountermeasureisproposedforthemajorcustomermarketingissues ofIndustrialBankASub-branch,whichmainlyinvolvesmarketsegmentation,large customerselection,andmarketingmixstrategies.Themarketingideaistooptimize thecompany'skeycustomeraccessmechanismandimplementdifferentiatedand personalizedmarketingstrategies.Specifically,atthemarketsegmentationlevel, combinedwiththeDelphimethod,thetargetsegmentmarketattractiveness evaluationformisestablishedforevaluation;atthecustomerselectionlevel, combinedwiththeanalytichierarchyprocess,acomprehensiveaccountabilityindex systemforlargecustomersisusedforcustomerscreening;atthecombinationstrategy 昆明理工大学专业学位硕士学位论文兴业银行A支行公司大客户营销策略研究 VI Atthelevel,itputsforwardperfectcountermeasuresfromsixlevels:productstrategy, pricestrategy,channelstrategy,promotionstrategy,servicestrategy,andcustomer relationshipmanagementstrategy. Keywords:Bigcustomers,Marketing,Marketsegmentation,Marketingmixstrategy 昆明理工大学专业学位硕士学位论文兴业银行A支行公司大客户营销策略研究 i 目录 摘要..............................................................................................................................IV Abstract........................................................................................................................V 第一章绪论................................................................................................1 1.1选题背景与意义............................................................................1 1.1.1研究背景...............................................................................1 1.1.2研究意义...............................................................................2 1.2国内外研究现状............................................................................3 1.2.1国外研究现状......................................................................3 1.2.2国内研究现状......................................................................4 1.2.3文献评述...............................................................................6 1.3研究思路及方法............................................................................7 1.3.1研究思路...............................................................................7 1.3.2研究方法...............................................................................7 1.4论文研究内容................................................................................8 第二章概念界定及相关理论基础.........................................................10 2.1概念界定.......................................................................................10 2.1.1大客户.................................................................................10 2.1.2公司大客户营销.................................................................11 2.2相关理论基础..............................................................................12 2.2.1市场营销理论....................................................................12 2.2.2大客户管理理论................................................................14 2.2.3关系营销理论....................................................................14 第三章兴业银行A支行公司大客户营销现状及存在的问题............16 3.1兴业银行A支行发展及宏观环境概述.....................................16 3.1.1兴业银行A支行发展概述...............................................16 3.1.2兴业银行A支行公司大客户营销现状...........................16 3.2兴业银行A支行公司大客户营销环境SWOT分析...............18 3.2.1优势分析.............................................................................18 3.2.2劣势分析.............................................................................19 昆明理工大学专业学位硕士学位论文兴业银行A支行公司大客户营销策略研究 ii 3.2.3机遇分析.............................................................................19 3.2.4威胁分析.............................................................................20 3.3兴业银行A支行公司大客户营销存在的问题.........................21 3.3.1公司大客户服务文化建设滞后........................................21 3.3.2公司大客户目标市场划分不合理....................................21 3.3.3公司大客户选择标准不科学............................................22 3.3.4公司大客户营销组合策略滞后........................................23 3.4本章小结......................................................................................24 第四章兴业银行A支行公司大客户营销的优化策略.........................25 4.1兴业银行A支行公司大客户营销策略思路.............................25 4.2兴业银行A支行公司大客户营销的市场定位策略.................25 4.2.1市场细分.............................................................................25 4.2.2公司大客户营销的目标市场选择....................................26 4.2.3目标市场定位....................................................................27 4.3优化兴业银行A支行公司大客户的选择................................29 4.3.1A支行大客户选择标准优化............................................29 4.4完善兴业银行A支行公司大客户营销的组合策略................30 4.4.1产品策略...........................................................