零售业务全量客户是指中国工商银行L分行的全部个人客户，无论其资产值与 贡献度的多少，只要在工商银行L分行办理个人金融业务即为零售业务全量客户。 由于受经营成本的制约，一直以来商业银行都将大量的资源用在能带来更多经济效 益的中高端客户身上。但随着科技的发展及利率市场化改革的深入进行，银行的经 营利润越发收窄，加之资管新规的推出，监管趋严，零售业务客户面临着重新被瓜 分局面。面对新的市场环境，工商银行L分行想要获得持续发展并在同业竞争中取 得优势，就需要在继续经营好高、中端客户的基础上，向低端客户拓展。通过提高 全量客户满意度，树立良好口碑从而吸引更多优质客户，来提升客户覆盖率和贡献 度，最终以全量客户经营应对环境变化。 本文立足于中国工商银行L分行零售业务全量客户维护现状，通过“客户经理 小刘的无奈、行长会上的追问、大堂经理心中的质疑”三个案例，揭示中国工商银 行L分行零售业务全量客户维护存在的高端客户维护效果不佳、中端客户维护质量 过低、低端客户维护服务缺失问题。论文以客户分级管理理论、长尾理论为分析工 具，从高端客户需求分析不足、中端客户维护专业人才不足、低端客户维护理念滞 后三方面剖析了全量客户维护问题的成因。本文由此提出树立全量客户服务理念、 实行全量客户维护差异化（优化高端客户专属产品、提高终端客户服务质量、激发 低端客户长尾效应）、完善全量客户沟通机制三方面的解决对策。本文希望针对中 国工商银行L分行零售业务全量客户维护实践展开的思考，能够为同业开展全量客 户维护提供有益的借鉴。 关键词：商业银行 零售业务 全量客户 客户维护 II ABSTRACTS Full retail customers refer to all individual customers of L branch of Industrial and Commercial Bank of China. No matter how much their asset value and contribution, as long as they handle personal financial business in L branch of industrial and Commercial Bank of China, they are full retail customers. Due to the constraints of operating costs, commercial banks have been using a large number of resources to bring more economic benefits to high-end customers. However, with the development of science and technology and the in-depth reform of interest rate marketization, the bank's operating profit has become narrower and narrower. In addition, with the introduction of new regulations on asset management and stricter supervision, the retail business customers are facing the situation of being divided again. Facing the new market environment, l branch of industrial and Commercial Bank of China needs to expand to low-end customers on the basis of continuing to operate high and medium-end customers in order to achieve sustainable development and gain advantages in the industry competition. By improving the full customer satisfaction, establishing a good reputation to attract more high-quality customers, to improve customer coverage and contribution, and finally to deal with environmental changes with full customer operation. Based on the current situation of full customer maintenance in retail business of L branch of Industrial and Commercial Bank of China, this paper reveals that the maintenance of high-end customers, low-end customer maintenance quality and low-end customer maintenance service exist in full customer maintenance of retail business of L branch of Industrial and Commercial Bank of China through three cases of "the helplessness of Xiao Liu, the questioning of President meeting and the questioning of lobby manager" Missing issues. Based on the theory of customer classification management and the theory of long tail, this paper analyzes the causes of full customer maintenance problems from three aspects: the lack of high-end customer demand analysis, the lack of professional talents for middle-end customer maintenance, and the lag of low-end customer maintenance concept. This paper puts forward three solutions: establishing the concept of full customer service, implementing full customer III maintenance differentiation (optimizing the exclusive products of high-end customers, improving the service quality of terminal customers, stimulating the long tail effect of low-end customers), and improving the full customer communication mechanism. This paper hopes that the thinking on the practice of full customer maintenance of retail business of L branch of industrial and Commercial Bank of China can provide useful reference for the same industry to carry out full customer maintenance. Key Words: Commercial banks Retail business Full customer Customer maintenance IV 目 录 摘要 ............................................................................................................................ I ABSTRACTS .................................................................................................................. II 绪论 ............................................................................................................................ 1 0.1 研究背景与意义........................................................................................... 1 0.1.1 研究背景............................................................................................. 1 0.1.2 研究意义............................................................................................. 1 0.2 研究内容与方法........................................................................................... 2 0.2.1 研究内容............................................................................................. 2 0.2.2 研究方法............................................................................................. 2 1 案例正文 ............................................................................................................... 4 1.1 中国工商银行L分行概况 ........................................................................... 4 1.1.1 中国工商银行L分行简介 .................................................................. 4 1.1.2 中国工商银行L分行组织结构 .......................................................... 4 1.1.3 中国工商银行L分行零售业务构成 ................................................... 5 1.2 中国工商银行L分行零售业务全量客户维护现状 ...................................... 8 1.2.1 中国工商银行L分行零售业务全量客户组成 .................................... 8 1.2.2 中国工商银行L分行零售业务全量客户金融产品供给 ..................... 8 1.2.3 中国工商银行L分行零售业务全量客户维护措施 .......................... 11 1.3 案例描述 .................................................................................................... 12 1.3.1 客户经理小刘的无奈 ........................................................................ 12 1.3.2 行长会上的追问 ............................................................................... 13 1.3.3 大堂经理心中的质疑 ........................................................................ 15 2 案例分析 ............................................................................................................. 17 2.1 理论依据 .................................................................................................... 17 V 2.1.1 客户分级管理理论............................................................................ 17 2.1.2 长尾理论........................................................................................... 19 2.2 工商银行L分行全量客户维护存在的问题 ............................................... 20 2.2.1 高端客户维护效果不佳 .................................................................... 20 2.2.2 中端客户维护质量过低 .................................................................... 21 2.2.3 低端客户维护服务缺失 .................................................................... 22 2.3 中国工商银行L分行全量客户维护问题成因分析 .................................... 23 2.3.1 高端客户需求分析不足 .................................................................... 23 2.3.2 中端客户维护专业人才不足............................................................. 23 2.3.3 低端客户维护理念滞后 .................................................................... 25 3 对策与建议.......................................................................................................... 27 3.1 树立全量客户服务理念 ...............................