【摘要】：在自然界存在一個(gè)所謂的“二八定律”,據(jù)說(shuō)這個(gè)定律也適用于銀行,認(rèn)為80%的利潤(rùn)來(lái)源于20%的客戶(hù),抓住了20%的高端人群,就等于抓住了這個(gè)80%的利潤(rùn)。商業(yè)銀行的最終目的是獲得利潤(rùn)的最大化,都會(huì)重點(diǎn)提升、挖潛這部分核心客戶(hù),持續(xù)開(kāi)展核心客戶(hù)關(guān)系的有效管理,使得客戶(hù)的忠誠(chéng)度、滿(mǎn)意度、貢獻(xiàn)度不斷提高。隨著傳統(tǒng)的銀行業(yè)務(wù)差異性的越來(lái)越少,同業(yè)間同質(zhì)化嚴(yán)重,在此層面難以形成競(jìng)爭(zhēng)優(yōu)勢(shì)。商業(yè)銀行對(duì)個(gè)人高端客戶(hù)金融服務(wù)是產(chǎn)品、服務(wù)、運(yùn)作和技術(shù)緊密結(jié)合的一項(xiàng)專(zhuān)有化、綜合化的系列服務(wù),對(duì)提升銀行的核心競(jìng)爭(zhēng)力起著至關(guān)重要的作用。 本文在研究各國(guó)先進(jìn)商業(yè)銀行個(gè)人高端客戶(hù)的基礎(chǔ)上,針對(duì)我國(guó)銀行個(gè)人高端客戶(hù)發(fā)展的情況,通過(guò)數(shù)據(jù)研究、分析比較、SWOT分析和實(shí)例調(diào)查等方法,進(jìn)一步開(kāi)展理論分析。首先,文章闡述了個(gè)人高端客戶(hù)的起源,并研究分析個(gè)人高端客戶(hù)服務(wù)在實(shí)際經(jīng)營(yíng)中的價(jià)值和重要性；然后,文章就國(guó)外先進(jìn)商業(yè)銀行個(gè)人高端客戶(hù)發(fā)展的情況進(jìn)行介紹；接著,著重分析了目前國(guó)內(nèi)商業(yè)銀行個(gè)人高端客戶(hù)市場(chǎng)情況,通過(guò)大量數(shù)據(jù)分析闡述了國(guó)內(nèi)個(gè)人高端客戶(hù)市場(chǎng)的現(xiàn)狀,并結(jié)合交通銀行山東省分行數(shù)據(jù)進(jìn)行了數(shù)據(jù)的分析,并作出比較和評(píng)價(jià)。 最后,在前文大量的分析基礎(chǔ)上,結(jié)合實(shí)際工作經(jīng)驗(yàn),本文嘗試提出交通銀行山東省分行個(gè)人高端客戶(hù)的發(fā)展策略,同時(shí)指出當(dāng)前個(gè)人高端客戶(hù)業(yè)務(wù)發(fā)展中的核心問(wèn)題,并對(duì)其問(wèn)題提出合理化建議。最后,以交通銀行山東省分行為實(shí)例,為其如何更好的發(fā)展高端客戶(hù)起到積極的指導(dǎo)作用。
[Abstract]:There is a so-called "28 / 8 law" in nature, which is said to apply to banks, saying that 80 per cent of profits come from 20 per cent of customers and 20 per cent of high-end people, which is equivalent to 80 per cent of profits. The ultimate goal of commercial banks is to maximize profits, will focus on improving, tap the potential of this part of the core customers, continue to carry out the effective management of core customer relations, so that customer loyalty, satisfaction, contribution degree continue to improve. With the difference of traditional banking business is less and less, it is difficult to form competitive advantage at this level because of the serious homogenization of the same industry. The financial service of commercial banks to individual high-end customers is a unique and integrated series of services, which is closely combined with products, services, operations and technology, which plays an important role in enhancing the core competitiveness of banks. Based on the study of individual high-end customers of advanced commercial banks in various countries, this paper further carries out theoretical analysis through data research, analysis and comparison, SWOT analysis and case investigation, in view of the development of personal high-end customers of banks in China. First of all, the article expounds the origin of individual high-end customers, and studies and analyzes the value and importance of personal high-end customer service in the actual operation. Then, the article introduces the development of individual high-end customers of foreign advanced commercial banks. Then, it focuses on the analysis of the current situation of the personal high-end customer market of domestic commercial banks, and expounds the current situation of the domestic personal high-end customer market through a large number of data analysis, and combined with the data of the Shandong Branch of the Bank of Communications to carry on the data analysis. And make a comparison and evaluation. Finally, on the basis of a large number of previous analysis, combined with the actual work experience, this paper tries to put forward the development strategy of individual high-end customers in Shandong Branch of Bank of Communications, and points out the core problems in the current business development of personal high-end customers. And put forward reasonable suggestions for its problems. Finally, taking Bank of Communications Shandong Branch as an example, it plays a positive guiding role in how to better develop high-end customers.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F832.33

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