I 摘要 2018年之后，银行业金融机构的经营理念和业务发展方向都有了很大的改变， 国内商业性银行面对当前的重点客户维护以及当下业务的拓展有着转型的必要限制。 21世纪以来，世界的经济有了很大的发展，随着科技应用的投入，计算机技术及其 衍生产品席卷了世界每个领域行业。 在今天5G时代已经全面来临，网络技术的拓展应用让银行营销推广从传统的手 段向智能网络时代发展。当下银行重点客户营销推广的渠道不断得到发展，推广的发 展欣欣向荣，推广手段得以不断的扩充，时效性能得到极大的提高，连接客户，提供 资讯，完成业务。好的营销推广和重点客户维护策略对于银行持续阳光发展来说意义 非常重要。当下由于商业银行竞争加剧，以及外部环境的冲击，银行业面临前未所有 压力和挑战。尽管如此，各类营销手段和重点客户维护的方针终未停止探索如何适应 当下新常态新政策，银行积探索如何准确的把营销手段、营销策略对自身产品的价值 推广等，以消费需要、选择目标人群、目标产品等精细的全方位营销策略模式开展重 点客户的挖掘、维护。基于上述背景，本文深入研究国内外学者对银行开展营销流程、 体系等理论，以中国银行Q支行为实际的案例研究对象，采用相关的数据分析方法对 已收集的相关数据、资料进行分析，主要采用文献综述查询、案例对比、数据统计、 数据归纳、相关案例信息的实证分析和规范分析相结合方法等，深入分析研究中国银 行内外部环境和Q支行客户关系管理及重点客户营销策略，针对当前现状，Q支行在 重点客户的营销管理中主要存在重点客户分层维护管理不到位、重点客户细分标准单 一化、重点客户服务能力不足、相关系统应用度低、专职个人客户经理培养力度不足 等问题，导致原因主要因为Q支行常规性服务流于表面、综合服务质量低、营销策 略存在误区等，本文将立足问题及原因，并根据现有的政策和市场发展前景给出具有 可行性的科学发展建议。 关键词：重点客户；营销策略；客户关系管理 Abstract II Abstract After2018,thebusinessphilosophyandbusinessdevelopmentdirectionofbanking financialinstitutionshavechangedgreatly.Domesticcommercialbankshavethenecessary restrictionsoftransformationinthefaceofthecurrentkeycustomermaintenanceandthe currentbusinessexpansion. Sincethe21stcentury,theworldeconomyhasmadegreatdevelopment.Withthe investmentofscienceandtechnologyapplication,computertechnologyanditsderivatives haveswepteveryindustryintheworld. Intoday's5gera,theexpansionandapplicationofnetworktechnologymakesthe bankmarketingpromotiondevelopfromthetraditionalmeanstotheintelligentnetwork era.Atpresent,thechannelsofmarketingpromotionforkeycustomersofbanksare constantlydeveloping,thedevelopmentofpromotionisbooming,thepromotionmeansare constantlyexpanding,thetimelinessperformanceisgreatlyimproved,connecting customers,providinginformation,andcompletingbusiness.Goodmarketingpromotion andkeycustomermaintenancestrategyisveryimportantforthesustainabledevelopment ofthebank.Atpresent,duetotheintensifiedcompetitionofcommercialbanksandthe impactoftheexternalenvironment,thebankingindustryisfacingallthepressureand challengesbefore.Nevertheless,allkindsofmarketingmeansandkeycustomer maintenancepolicieshavenotstopped,andbankshaveexploredhowtoadapttothe currentnewnormalandnewpolicies.Theyhaveexploredhowtoaccuratelypromotethe valueoftheirownproductsbymarketingmeansandmarketingstrategies,andcarriedout theminingandmaintenanceofkeycustomersbymeansoffineall-roundmarketing strategiessuchasconsumptionneeds,selectionoftargetgroupsandtargetproducts.Based ontheabovebackground,thispapermakesanin-depthstudyofdomesticandforeign scholars'theoriesonbankmarketingprocessandsystem.Takingtheactualcasestudyof BankofChina'sQ-branchbehaviorasanexample,thispaperusesrelevantdataanalysis methodstoanalyzethecollectedrelevantdataandinformation,mainlyusingliterature review,casecomparison,datastatistics,datainduction,datacollection,etcThroughthe empiricalanalysisandnormativeanalysisofrelevantcaseinformation,theinternaland externalenvironmentofBankofChinaandthecustomerrelationshipmanagementandkey customermarketingstrategyofQsubbrancharedeeplyanalyzed.Inviewofthecurrent Abstract III situation,therearesomeproblemsinthemarketingmanagementofkeycustomersinQ subbranch,suchasthelackofhierarchicalmaintenanceandmanagementofkey customers,thesimplificationofkeycustomersegmentationstandard,thelackofeffective managementofkeycustomers,andthelackofeffectivemanagementofkeycustomersThe mainreasonsarethattheroutineserviceofQbranchissuperficial,thecomprehensive servicequalityislow,andthemarketingstrategyiswrong,Accordingtotheexisting policiesandmarketdevelopmentprospects,thepapergivesfeasiblescientificdevelopment suggestions. Keywords:keycustomers,marketingstrategy,customerrelationshipmanagement 目录 IV 目录 摘要....................................................................................................................................I ABSTRACT..............................................................................................................................II 第1章绪论....................................................................................................................1 1.1研究背景.................................................................................................................1 1.2研究意义.................................................................................................................2 1.3研究内容.................................................................................................................2 1.4研究思路与方法.....................................................................................................3 第2章理论及文献综述......................................................................................................5 2.1营销理论概述.........................................................................................................5 2.1.1银行市场营销理论.......................................................................................5 2.1.2客户营销概念...............................................................................................5 2.1.3二八原理概念...............................................................................................6 2.2STP营销理论体系..................................................................................................6 2.3国内外研究综述.....................................................................................................6 2.3.1国外研究综述...............................................................................................6 2.3.2国内研究综述...............................................................................................7 第3章中国银行Q支行内外部环境分析.......................................................................10 3.1中国银行Q支行介绍...........................................................................................10 3.2中国银行Q支行当前经营现状...........................................................................10 3.2.1个人重点客户营销现状分析.....................................................................13 3.2.2企业重点客户营销现状分析.....................................................................16 3.3中国银行Q支行重点客户营销环境分析...........................................................17 3.3.1内部优势分析.............................................................................................18 3.3.2内部劣势分析.............................................................................................18 3.3.3外部机会分析.............................................................................................19 3.3.4外部威胁分析.............................................................................................21 第4章重点客户营销策略问题分析................................................................................22 4.1Q支行STP营销策略分析....................................................................................23 4.1.1市场细分.....................................................................................................23 4.1.2目标市场选择.............................................................................................26 目录 V 4.1.3市场定位.................................................................................................