【作者】 李德生；

【导师】 董雅丽；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2016， 硕士

【摘要】 随着我国居民收入快速增长、城镇化进程不断推进,个人客户的金融需求强劲增长,同时伴随资本市场、人民币国际化、互联网金融和房地产市场发展,国民投资渠道和投资工具日益丰富,对金融业发展产生了巨大影响。尤其对银行来说,零售业务以个人客户为主要服务对象,面对客户日益增多的需求、逐渐提高的投资理财需求以及越来越多的选择通道,如何应对挑战、抓住市场机遇是商业银行普遍面临的问题。关系营销作为市场营销理论的重要内容,广泛应用于企业经营活动,其实质是通过建立企业与顾客、供应商、经销商等各关联方之间稳定和谐的合作关系,实现双方的共赢。商业银行零售业务对个人客户的营销拓展同样需要建立长期、稳定、互信、互利的关系,尤其面对数量庞大的个人客户,如何化繁为简建立关系营销的机制体制,需要深入分析探讨。本文对通过对关系营销等相关概念进行解读认知,在分析建设银行甘肃省分行当前个人客户营销方面存在的问题和原因后,探讨个人客户关系营销的现实意义和必要性。同时,以理论和实践相结合,对商业银行个人客户关系营销的战略选择、实施策略、体系设计等问题进行说明和阐述,并以实证方式对建设银行甘肃省分行商圈个人客户营销拓展进行了案例分析,最终得出结论,即在当前背景下商业银行针对个人客户的关系营销必须从客户需求入手,加快产品和业务创新,开展综合化的专业服务,建立良好的互动互惠关系,才能真正赢得客户。更多还原

【Abstract】 Along with the advancing of income-double plan and urbanization policies,that stimulate the customer’s financial needs strongly growing and complex increasing.At the same time,along with the capital market,RMB internationalization,Internet banking and real estate market development,national investment channels and investment instruments have become increasingly rich,that produce tremendous impact on the development of the Financial Industry.Especially the retail business of bank,which taking individual customers as the main service object will face increasing customer demands,a gradual increase in the investment business philosophy and more and more channels.How to deal with the challenge,seize market opportunities would be the most important question for commercial banks.Relationship marketing as the important part of marketing theory,is widely used in the business activities,its essence is that establishing stable and harmonious cooperation relations among customers,suppliers,distributors,then achieve win-situation between all sides.The commercial bank retail business for individual customers marketing development,also need establish a long-term,stable and mutual trust,mutually beneficial relationship,especially in the face of a large number of individual customers,how to establish the mechanism of relationship marketing need deeply analyze and study.On the cognitive interpretation of relationship marketing,the analysis of the problems and the causes of the Gansu branch of CCB,the individual customer relationship marketing practical significance and necessity.At the same time,with the combination of theory and practice,the commercial bank personal customer relationship marketing strategy selection,implementation strategy,system design and other issues are described and explained.Finally in an empirical way of Gansu branch of CCB,of values of personal customer marketing development carries on the case analysis,draws the final conclusion,namely in the current context of commercial banks for individual customer relationship marketing must from the customer demand of speeding up the innovation of products and services,comprehensive exhibition of professional service,establish a good interaction and mutual relations.更多还原