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论文编号：	201
作者编号：	2120062172
上传时间：	2008/6/14 12:00:22
中文题目：	基于客户价值的中资商业银行营销
英文题目：	Studies on Marketing Capacitie
指导老师：	韩德昌
中文关键字：	商业银行 客户价值 营销力
英文关键字：	commercial bank client value
中文摘要：	商业银行作为一个相对独立的经济实体，在国民经济中举足轻重。随着金融全球化进程的不断加快，尤其是我国金融业的全面开放，外资银行的大量涌入为我国银行业带来了历史性的机遇与挑战。同时，随着国内经济发展形成的金融需求日趋多样化和个性化，直接融资市场的快速发展引起的金融脱媒现象增加，不同种类金融机构之间相互渗透的现象愈加明显，我国商业银行面临的竞争压力进一步加剧，客户已成为竞争的焦点。在这种形势下，如何落实“以客户为中心的”市场营销理念，成为每个商业银行必须直面解决的重要课题。因此，基于客户价值从银行整体发展的战略性高度来重新审视银行营销活动具有重要意义。 本文从商业银行与客户互动的角度围绕客户价值这条主线，对银行营销相关理论进行思辨归纳、理论移植，界定了商业银行营销力内涵，构建了基于客户价值的商业银行营销力模型。并利用该模型以四大中资股份制商业银行为例进行了实证分析。针对实证分析结果，结合中资商业银行公司业务、零售业务的不同特点，分别提出基于客户价值的中资商业银行营销力培育总体思路及培育策略，并提出公司业务、零售业务的营销力协同培育策略。 本文认为商业银行营销力是指商业银行以创造客户价值为目标，在与客户的持续互动沟通中，有效整合其内外资源，保证资源在客户生命周期的不同阶段得到优化配置和合理运用，进而在营销层面有效传递、不断提升客户价值的能力。现代商业银行营销力主要由：客户追随能力、客户推动能力、客户发现能力三种基本能力构成，三种基本能力具有层级关系，在客户价值的创造过程中，体现为相应的价值层次：客户满意、客户依存、客户向往。基于客户价值的商业银行营销力具有以下特征：以客户价值为核心，从客户价值的角度审视银行的营销战略；关注客户价值的增长，强调银行与客户互动系统的开放性、动态性。基于客户价值的商业银行营销力本质是为了反映商业银行未来的发展前景和可持续发展状况，最高目标是客户向往。
英文摘要：	Commercial Bank, as a relatively independent economic entity, plays a very important role in national economy. With the increasingly rapid process of financial globalization, especially the full-open of our financial industry, the massive influx of foreign capital bank has brought historical opportunities and challenges to our banks. Meanwhile, with domestic economic development, the individuation and diversification of financial requirement has been formed; the fast development of direct financing market has caused the increase of phenomena of disintermediation, and mutual penetration among financial institutions of different types is more evident. The competitive pressures our commercial banks have to face are more intensive. The clients become the focuses of competitions. In this kind of situation, how to carry out the marketing ideology centered on clients is the important task that every commercial bank should face directly and solve. Consequently, it is significant to review marketing activities of banks from the strategic height of bank’s development based on client value. From the perspective of interactions between commercial banks and customers, the paper focuses on the main line of customer value, carries on the speculation induction and theory transplant, and defines the implication of commercial banks’ marketing capacities to build the model of commercial banks based on client value. This model is used to make an empirical analysis on the four biggest Chinese commercial banks. According to the results of empirical analysis and different characteristics of corporate business and retail business of Chinese commercial banks, it respectively brings forward overall cultivating thought and strategies of marketing capacities of Chinese commercial banks based on client value, together with the cooperative cultivating strategies of corporate business, retail business and marketing capacities. In this paper, marketing capacities of commercial banks refer to the ability to efficiently integrate resources inside and outside and ensure them to be optimized and effectively used in every stage of clients’ life cycle in order to pass effectively and continually promote client values with the aim to create client value in the constant interactions with clients. Marketing capacities of modern commercial banks are mainly composed of three basic abilities, that is, customer- following ability, customer-driving ability and customer-discovering ability. These three abilities hold hierarchical relations, and reflected as corresponding value levels in the creation of client value--- satisfaction of client, dependence of client, wish of client. Marketing capacities based on client value have these following characteristics: client value as the core, the bank’s marketing strategies surveyed from the angle of client value, attention to the rise of client value, emphasis on the openness and dynamism of the interactive system between banks and clients. The essential of commercial banks based on client value is to reflect the prospect of commercial banks and its situation of sustainable development. Its highest aim is longing of client.
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