【作者】 王飞；

【导师】 贺远琼；

【作者基本信息】 华中科技大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 大客户对银行业金融机构的业务发展和价值贡献巨大,以客户为中心的发展理念贯穿客户管理的全过程,是银行能够持续、健康发展的重要保障,良好的大客户管理能提升客户的满意度,同时最大程度的挖掘客户的价值,实现企业价值最大化。本文主要围绕商业银行公司大客户管理策略进行研究和探索,首先学习了客户管理的相关理论知识,分析市场经济体制下国内商业银行客户管理的环境和当前客户需求的主要特点。其次对邮储银行相关人员访谈和收集整理客户管理相关资料,分析大客户管理的现状,总结出目标客户不清,管理机制不全,营销机制缺失,营销能力不足等问题。总结了4个产生问题的原因:管理机制待建立、系统功能待开发、客户管理较混乱、需求待挖掘等。最后,从建立大客户管理体系、加大软件设备投入、精准挖掘客户需求、完善大客户管理和提升营销人员专业能力提出管理策略优化建议,并从调整银行内部组织架构、注重客户服务体验、培育企业文化、加强战略合作提出保障措施。本文采用理论知识与管理现状相结合的方式,优化建议可能对湖北分行客户管理有实际的应用价值,建议的实施能提升邮储银行湖北分行客户管理的水平,有助于邮储银行更好的为大客户提供各项金融服务,提升客户对银行的价值贡献,进一步帮助邮储银行在激烈的金融市场竞争中的提升自身核心竞争力。更多还原

【Abstract】 Key accounts have made a huge contribution to the business development and value of banking financial institutions.The customer-centric development concept runs through the entire process of customer management.It is an important guarantee for the sustainable and healthy development of banks.Good key account management can enhance customer satisfaction.Meanwhile,it maximizes the value of customers and the enterprise.This thesis mainly focuses on the research and exploration of commercial banks’ key account management strategy.Firstly,it learns the relevant theoretical knowledge of customer management,and analyzes the domestic commercial bank customer management environment and the main characteristics of current customer needs under the market economy system.Secondly,we interviewed relevant personnel of Postal Savings Bank of China,collected and sorted out relevant information on customer management,analyzed the status of key account management,and summarized problems such as unclear target customers,incomplete management mechanisms,lack of marketing mechanisms,and insufficient marketing capabilities.Summarized 4 reasons for the issues:management mechanism to be established,system function to be developed,customer management is chaotic,demand to be explored,etc.Finally,it proposes management strategy optimization recommendations from four aspects of establishing a key account management system,increasing investment in software equipment,accurately mining customer needs,improving key account management,and improving the professional capabilities of marketing personnel.Four safeguard measures on adjusting the bank’s internal organizational structure,focusing on customer service experience,cultivating Corporate culture and strengthening strategic cooperation are put forward.This thesis adopts the method of combining theoretical knowledge and management status.The optimization suggestions may have practical application value for the customer management of Hubei branch.The implementation of the suggestions can improve the customer management level of the Hubei branch of Postal Savings Bank of China,and help the Postal Savings Bank to better provide various financial services to key accounts,enhance the value contribution of customers to the bank,and further help Postal Savings Bank to enhance its core competitiveness in the fierce financial market competition.更多还原