I 摘要 近年来，随着商业银行净利润增长的趋缓，各家商业银行都在努力寻找新的利 润增长点。由于商业银行资源的有限，“二八法则”一直以来都被视为银行维护客 户的重要法则，占比20%的高端客户被各家商业银行激烈竞争，银行对高端客户 的维护成本与其带来的利润贡献空间被压缩得越来越窄。2014年，以“余额宝” 为代表的互联网金融产品对商业银行经营和发展形成严重挑战，但同时也让商业 银行开始对规模庞大的长尾零售客户进行关注。 长尾零售客户是指除优质客户以外，那些金融资产较少、贡献水平较低的个人 客户，其特点是客户数量巨大，金融需求个性化、多样化，单个长尾零售客户净值 较低。商业银行基于人员、成本等因素，一直以来，占比80%的长尾零售客户价值 没有被得到重视，基本上处于无效维护或无人维护状态。近年来随着大数据、人工 智能、区块链等技术的快速发展，让商业银行维护长尾零售客户有了强大的技术基 础；同时，商业银行之间中高端客户竞争的白热化，让商业银行开始关注和挖掘长 尾零售客户价值有了现实意义。本文以金融科技、长尾理论等理论为基础，分析总 结了金融科技的国内外发展情况、长尾零售客户价值及金融科技维护长尾零售客 户意义、金融科技维护长尾零售客户的应用概况、金融科技维护长尾零售客户现状 和存在的问题、金融科技维护长尾零售客户策略等内容，再以中国工商银行T支 行为案例进行分析，介绍了T支行在实际操作中维护长尾客户的具体策略和存在 的主要问题，从制度建设、产品创新、渠道建设三个方面提出了商业银行金融科技 维护长尾零售客户的策略建议。 本文研究方向契合商业银行转型发展热点，具有一定的研究价值和现实意义。 一是从金融科技角度，总结了工商银行T支行长尾零售客户维护策略；二是为商 业银行类似问题提供借鉴和参考；三是丰富本领域相关理论研究。 关键词：金融科技，长尾零售客户，商业银行，客户维护 ABSTRACT II ABSTRACT In recent years, with the slowdown in the growth of commercial banks' net profits, various commercial banks are struggling to find new profit growth points. Due to the limited resources of commercial banks, the "80/20 Rule" has always been regarded as an important rule for banks to maintain customers. 20% of high-end customers are fiercely competitive by various commercial banks. The maintenance cost of high-end customers caused by banks The profit contribution space has been compressed narrower and narrower. In 2014, Internet financial products represented by "Yuebao" posed serious challenges to the operation and development of commercial banks, but at the same time, commercial banks began to pay attention to large-scale long-tail retail customers. Long-tail retail customers refer to individual customers with low financial assets and low contribution levels, in addition to high-quality customers. They are characterized by a large number of customers, personalized and diversified financial needs, and a low net worth of individual long-tail retail customers. Based on factors such as personnel and cost, commercial banks have long been valued at 80% of the value of long-tail retail customers, and are basically in a state of ineffective maintenance or unmanned maintenance. In recent years, with the rapid development of big data, artificial intelligence, blockchain and other technologies, commercial banks have a strong technical foundation for maintaining long- tail retail customers; at the same time, the fierce competition among commercial banks for high-end customers has caused commercial banks to It has practical significance to start to pay attention to and explore the value of long-tail retail customers. Based on the theories of fintech and long-tail theory, this article analyzes and summarizes the development of fintech at home and abroad, the value of long-tail retail customers and the significance of fintech in maintaining long-tail retail customers, and the application of fintech in maintaining long-tail retail customers. The status and problems of fintech maintenance of long-tail retail customers, the strategy of fintech maintenance of long-tail retail customers, and so on, and then analyzed by the case of ICBC ’s T-branch behavior, introduced the specifics of T-branch maintenance of long-tail customers in actual operations Strategies and main problems existed, from the three aspects of system construction, product innovation, and channel construction, strategic suggestions for commercial banks' fintech maintenance of long-tail retail customers were put forward. ABSTRACT III The research direction of this paper is in line with the hot spots of commercial banks' transformation and development, and has certain research value and practical significance. First, from the perspective of financial technology, it summarizes the maintenance strategy of long-tail retail customers of ICBC T sub-branch; second, it provides reference and reference for similar problems of commercial banks; third, it enriches the relevant theoretical research in this field. Keywords: fintech, long-tail retail customers, commercial banks, customer maintenance 目录 IV 目录 第一章 绪论 .................................................................................................................... 1 1.1 研究背景 ............................................................................................................ 1 1.2 研究目的与研究意义 ........................................................................................ 2 1.2.1 研究目的 .................................................................................................. 2 1.2.2 研究意义 .................................................................................................. 2 1.3 研究主要内容 .................................................................................................... 3 1.4 研究思路与方法 ................................................................................................ 3 1.4.1 研究思路 .................................................................................................. 3 1.4.2 研究方法 .................................................................................................. 5 1.5 可能的创新点与不足 ........................................................................................ 5 1.5.1 可能的创新 .............................................................................................. 5 1.5.2 论文不足之处 .......................................................................................... 5 第二章 相关理论及文献综述 ........................................................................................ 6 2.1 金融科技概念和现状 ........................................................................................ 6 2.1.1 金融科技概念及研究 .............................................................................. 6 2.2.2 金融科技发展现状 .................................................................................. 7 2.2 长尾理论及其应用 ............................................................................................ 9 2.2.1 长尾理论的提出及发展 .......................................................................... 9 2.2.2 长尾理论相关应用研究 ........................................................................ 10 2.3 商业银行客户维护相关研究 ........................................................................... 11 2.4 文献述评 .......................................................................................................... 12 第三章 商业银行金融科技与长尾零售客户分析 ...................................................... 14 3.1 国内外主要银行金融科技发展情况 .............................................................. 14 3.1.1 国外银行金融科技发展情况 ................................................................ 14 3.1.2 国内银行金融科技发展情况 ................................................................ 15 3.2 金融科技对商业银行产生的影响 .................................................................. 17 3.2.1 金融科技将助推商业银行智能化建设 ................................................ 17 3.2.2 金融科技将促进商业银行向综合化金融服务推进 ............................ 17 3.2.3 金融科技将促使商业银行深度整合服务渠道 .................................... 17 3.3长尾零售客户价值及金融科