【作者】 周瑞；

【导师】 曹凌燕；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2018， 硕士

【摘要】 随着经济的加速发展,金融市场的不断变化,市场的竞争持续加剧,互联网对整个金融体系的深刻影响,我国的银行业面对着严峻的挑战与巨大的压力。加入WTO后,利率市场化的进程得以推行,银行业进入了以客户为主要导向而发展的新阶段。各个银行都在加快调整自身的战略部署以及营销对策,并迅速从以往的金融产品营销转化为满足客户不同金融需求的营销方式。而大客户不仅能够为银行带来稳定的收入,提升银行的利润,更作为可以与银行长久合作的客户群体被各家银行所重视,大客户已然成为各家银行所争夺的目标群体。合理、高效的大客户营销策略也成为同业银行所必须要具备的核心竞争力。中国邮政储蓄银行甘肃省分行作为西北地区成立不久的国有商业银行,要想在如此激烈的同业竞争中站稳脚跟,就更要重视对大客户的营销。而就目前的大客户营销状况来看,邮储银行甘肃省分行还存在着一些问题与不足,需要改进和解决的地方也还很多。在如此变幻莫测的市场环境中,邮储银行甘肃省分行一定要突出自身的优势,制定灵活有效的营销策略,才能做好大客户的营销工作。本文以邮储银行甘肃省分行为研究对象,在分析整理前人所做的营销理论研究成果的基础上,设计了大客户满意度的调查问卷和对客户经理、大客户上门拜访的访谈提纲,对邮储银行甘肃省分行的大客户营销问题进行透彻地研究。同时结合邮储银行甘肃省分行现阶段的机构组织和人员构成以及大客户营销的现实状况找出了该分行大客户的营销策略所存在的主要问题并分析了相关原因。面对目前存在的问题,本文结合4P和4C经典营销理论,提出了对该分行大客户营销的改进策略以及该策略得以实施的保障措施。本文的研究结论不仅可以促进邮储银行甘肃省分行尽快争取大客户市场,也为邮储银行各兄弟行的大客户营销提供一些参考意见,实现共同发展。更多还原

【Abstract】 With the rapid development of economy,the continuous change of financial market,the continuous competition of market and the profound influence of Internet on the whole financial system,China’s banking industry is facing severe challenges and tremendous pressure.After joining the WTO,the process of the interest rate marketization has been carried out,and the banking industry has entered a new stage of development with the main orientation of customers.All banks are speeding up their strategic deployment,transforming from the traditional banking business mode based on financial products to a strategic strategy to meet customer’s financial needs.And key customers can not only bring stable incomes to banks,improve the profits of banks,but also be regarded as long-term customers who can cooperate with banks.A reasonable and efficient marketing strategy for large customers has also become the core competitiveness of the banks of the same industry.As a state-owned commercial bank in Northwest China,Gansu branch of Postal Savings Bank of China will pay more attention to the marketing of key customers if we want to get a firm foothold in such fierce competition.In view of the current situation of the marketing of key accounts,there are still some problems and shortcomings in Gansu branch of Postal Savings Bank of China.There are still many areas for improvement and solutions.In such a complex and fierce market environment,Gansu branch of Postal Savings Bank of China must give full play to its advantages and make flexible and effective marketing strategies so as to do well in the marketing work of key customers.This paper takes Gansu branch of Postal Savings Bank of China as the research subject,and the research is carried out based on the analysis of previous marketing theories research results,which combined with the survey results of the author’s practical work experience and the questionnaire survey of the bank’s key customer satisfaction.In view of the marketing strategy of Gansu branch of Postal Savings Bank of China,the main problems are found out and the related reasons are analyzed.In the face of the existing problems,based mainly on the theories of 4P and 4C marketing,this paper offers the optimization strategies of key customer marketing,and puts forward the safeguard measures for the implementation of the key account marketing strategy of Gansu branch of Postal Savings Bank of China.Studying the marketing strategy of key customers can not only promote Gansu branch of Postal Savings Bank of China to win the big customer market as soon as possible,but also provide some reference suggestions for the big customer marketing of the brotherhood banks,so as to achieve common development.更多还原