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论文编号：	11455
作者编号：	2320170720
上传时间：	2019/12/16 20:37:37
中文题目：	基于整合营销传播视角的私人银行顾客管理--以建设银行BZ分行为例
英文题目：	A Study on the Customer Management of Private Banking, Based on Integrated Marketing Communications Perspective: Case Study of China Construction Bank BZ Branch
指导老师：	申光龍 教授
中文关键字：	建设银行BZ分行；私人银行顾客管理；整合营销传播；顾客关系管理；利害关系者
英文关键字：	BZ Branch of China Construction Bank ; Private Banking Customer Management; Integrated Marketing Communication; Customer Relationship Management; Stakeholders
中文摘要：	受到当前经济形势的影响，经济增速逐年放缓，银行业受到前所未有的冲击，同业竞争压力倍增。随着金融市场和信息环境的变化，仅依靠传统的金融产品交易早已不再满足商业银行业务的发展需要，成熟的商业银行运营模式更倾向于具备组织内外持久稳定的关系保障。 为提高银行核心竞争力，更好地满足高端顾客个性化需求，搭建更长久稳固的关系壁垒，建设银行BZ分行私人银行结合自身条件，从实际出发，将顾客管理作为私人银行业务发展的基础，因此优化当前私人银行顾客管理模式成为私人银行工作的第一要务。 鉴于此，作者结合自身在建设银行BZ分行私人银行的工作经验，通过查阅文献充分研究并分析顾客管理的相关案例，将建设银行BZ分行私人银行顾客管理定为研究对象，从整合营销传播视角对研究对象进行深层次挖掘，目的在于改善建设银行BZ分行私人银行顾客管理过程中存在的问题，进一步提升分行发展的核心竞争力，在理论及实践应用方面具有一定的创新性。 本文首先从私人银行顾客管理的内涵和特点出发，结合实际情况分析了建设银行BZ分行私人银行顾客管理的现状；其次基于整合营销传播策略对实际所存在的问题展开具体优化方案设计；最后为促使优化方案的顺利落地实施，从BZ分行角度提出合理的保障措施。通过以上对建设银行BZ分行私人银行顾客管理的研究旨在提高其管理水平促进私人银行业务和BZ分行整体业务的发展。
英文摘要：	Affected by the current economic situation, the economic growth rate has slowed down year by year, the banking industry has been unprecedentedly impacted, and the competition pressure in the same industry has doubled. With the change of financial market and information environment, the traditional financial product transaction is no longer able to meet the needs of the development of commercial bank business. The mature operation mode of commercial bank is more inclined to have lasting and stable relationship guarantee inside and outside the organization. In order to improve the core competitiveness of the bank, better meet the personalized needs of high-end customers, and build a longer-term and stable relationship barrier, the private bank of BZ branch of China Construction Bank, in combination with its own conditions, takes customer management as the basis for the development of private banking business, so optimizing the current customer management mode of private banking has become the first priority of private banking work. In view of this, the author combines his own working experience in Private Bank of BZ branch of China Construction Bank, fully studies and analyzes the relevant cases of customer management by consulting literature, and takes customer management of BZ branch of China Construction Bank as the research object, and deeply excavates the research object from the perspective of integrated marketing communication, so as to improve customer management of Private Bank of BZ branch of China Construction Bank The existing problems in the process further enhance the core competitiveness of the branch development, which has certain innovation in theory and practical application. This paper starts from the connotation and characteristics of private bank customer management, and analyzes the current situation of private bank customer management of China Construction Bank BZ branch based on the actual situation; secondly, based on the integrated marketing communication strategy, it carries out the specific optimization scheme design for the actual problems; finally, in order to promote the smooth implementation of the optimization scheme, it puts forward reasonable safeguard measures from the perspective of BZ branch. Through the above research on customer management of private bank in BZ branch of China Construction Bank, the purpose is to improve its management level and promote the development of private banking business and the overall business of BZ branch.
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