联系我们

论文查询结果	返回搜索

论文编号：	11803
作者编号：	2320170477
上传时间：	2020/6/22 7:58:59
中文题目：	DL银行天津分行公司业务客户分层与管理策略研究
英文题目：	A study on the business customer stratification and management strategy of DL Bank Tianjin Branch
指导老师：	薛有志
中文关键字：	客户分层；客户价值；战略客户；营销方案
英文关键字：	customer stratification；customer value；strategic customers；marketing strategy
中文摘要：	公司业务是我国商业银行最重要的板块之一。近年来，我国经济发展势头正劲，商业银行数量日益增加，客户群体需求细分、产品竞争同质化，商业银行从粗放被动办理业务，转向主动营销、差异化服务。在激烈的市场竞争中，商业银行要想获取更多的客户，增加客户粘性，需要通过客户分层进行客户层级、类别细分，识别出有价值的客户，对不同层级客户进行针对性差异化营销，才能保证公司业务可持续发展。客户分层发展是根据客户的不同因素进行层级划分，对不同层级、不同类别的客户群体提供针对性服务，采取不同策略，进行差异化资源配置。客户分层发展的目标是扩大基础客户规模，实现效益最大化，基础客户是银行之水源，是利润的源泉。 本文以DL银行天津分行为例，通过对该银行公司业务发展现状、产品服务支持、公司客户分层、分级管理策略等的分析，针对DL银行天津分行目前分层、分类模式，提出相应的推进措施和优化策略。该方案从不同层级、类别客户营销服务体系、差异化政策支持体系的建立以及保障配套机制的完善等角度出发，为不同的客户群体营销推进和服务量身定制策略，为DL银行天津分行的公司业务客群建设和业务发展出谋划策，希望可为国内商业银行公司客户的分层分类发展策略提供实践参考。
英文摘要：	Corporate business is one of the most important parts of commercial banks in China. In recent years, China's economic development momentum is vigorous, the number of commercial banks is increasing day by day, customer demand segmentation, product competition homogenization, commercial banks from extensive passive business, to active marketing, differentiated services. In the fierce market competition, if commercial banks want to obtain more customers and increase customer stickiness, they need to subdivide customer levels and categories through customer stratification, identify valuable customers, and carry out targeted differentiated marketing for different levels of customers to ensure the sustainable development of the company's business. Customer hierarchical development is to divide customers into different levels according to different factors, provide targeted services for different levels and categories of customer groups, adopt different strategies, and carry out differentiated resource allocation. The goal of customers' hierarchical development is to expand the scale of basic customers and maximize the benefits. Basic customers are the water source of banks and the source of profits. This paper takes Tianjin Branch of DL bank as an example, through the analysis of its business development status, product service support, customer stratification and hierarchical management strategy, puts forward corresponding promotion measures and optimization strategies for the current stratification and classification mode of Tianjin Branch of DL bank. From the perspective of different levels and categories of customer marketing service system, the establishment of differentiated policy support system and the improvement of supporting mechanism, the scheme is designed to promote the marketing and service of different customer groups, and provide suggestions for the construction and development of corporate business customer groups of Tianjin Branch of DL bank. It is hoped that the scheme can be used for the hierarchical division of corporate customers of domestic commercial banks Class development strategy provides practical reference.
查看全文：	预览  下载(下载需要进行登录)