摘要
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西北大学硕士学位论文
摘要
我国商业银行通过实施差异化战略有助于促进自身竞争力的有效提升，从而实现健
康可持续发展。中国的商业银行目前已经形成规模优势，同时也加快了金融创新的步伐，
各类商业银行纷纷将差异化战略作为首要战略目标。长期以来，中国商业银行存在着非
常严重的同质化问题，所采取的基本上都是较为雷同的盈利模式，对资金信贷和利息输
入的依赖性较强，对其内部活力的成长形成了制约，对进一步优化自身的内部经营机制
非常不利。
本文以 BCM银行个人理财业务差异化金融服务为研究对象。本文主要内容如下：
首先，对 BCM银行个人理财业务客户服务现状展开分析，并通过面相客户的问卷调查
寻找目前服务存在问题及问题成因分析。随后，结合现阶段金融领域的监管规定，提出
BCM银行个人理财业务客户差异化服务改进展开可行性策略；基于客户价值的个人理
财业务客户细分为：客户价值评价指标体系建立、客户价值评价指标权重、客户价值评
价结果的客户细分；基于客户细分的差异化服务改进具体策略为：完善差异化客户服务
流程、开发差异化客户理财产品、针对细分客户的差异化服务策略、利用自助服务渠道
提供差异化服务。最后，BCM银行个人理财业务差异化服务实施保障。主要实施保障
为：差异化服务体系下客户综合贡献度考核措施、差异化服务提升人才队伍培养、差异
化服务与绩效考核挂钩、差异化服务体系建设。
BCM银行全面实施差异化服务，同时客户经理进一步加强对客户的垂直管理，通
过提供差异化服务来不断增强其竞争能力，使客户粘性逐渐提高。本文研究成果对 BCM
银行个人理财业务差异化服务有一定实践意义，同时对其他类似商业银行有一定借鉴价
值。
关键词：商业银行、个人理财业务、差异化服务、市场细分
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ABSTRACT
ABSTRACT
Differentiation strategy is a long-term development strategy for Chinese commercial banks,
and is also the focus of international competition in the banking industry. With the expansion
of Chinese commercial banks and the deepening of financial innovation, differentiation
strategy has been ranked as the first strategic goal by all kinds of commercial banks. For a
long time, the homogenization of Chinese commercial banks has been more serious, with
similar profit models and excessive reliance on capital credit and interest income, which
hinders the growth of banks' internal dynamics and is not conducive to the optimization of
financial institutions' internal operating mechanisms.
This paper takes the differentiated financial services of personal finance business of BCM
banks as the research object. First, the relevant concepts and theoretical foundations of this
paper's research are introduced. Then, the current situation of customer service of personal
finance business of BCM banks is analyzed to find the reasons as well as its problems and the
analysis of factors and motives affecting business differentiation services. Secondly, the
design of the innovative and improvement plan for the differentiated service of personal
finance business of BCM Bank; according to the current regulatory requirements of the
financial industry, combined with its own work experience, the optimization suggestions and
ideas for the differentiated service of personal finance business of BCM Bank; customer
segmentation of personal finance business based on customer value: establishment of
customer value evaluation index system, weight of customer value evaluation index, customer
value evaluation The specific solutions for differentiated services based on customer
segmentation
are: improving differentiated customer service process,
developing
differentiated customer financial products, differentiated service strategy for segmented
customers, and using self-service channels to provide differentiated services. Finally, the
implementation guarantee of BCM bank's personal finance business differentiated marketing
service program. The main implementation guarantees are: assessment measures of
comprehensive customer contribution under the differentiated service system, training of
talent team for differentiated service enhancement, linking differentiated service with
performance assessment, and construction of differentiated service innovation system.
The innovation of differentiated service model of personal finance business of BCM bank and
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