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论文编号：	257
作者编号：	2120062339
上传时间：	2008/12/14 15:21:10
中文题目：	个人代理制下客户经理激励研究--
英文题目：	Customer managers stimulation
指导老师：	李新建
中文关键字：	银行代理制;客户经理;激励tl
英文关键字：	bank agency mechanism;customer
中文摘要：	随着我国金融领域开放程度的不断提高，中外各家银行对于零售银行市场份额的争夺也越来越激烈，在这种不断演化的市场环境中，各家银行开始越来越重视市场营销工作。客户经理制是目前在中外银行普遍实施的一种制度，作为联结客户与银行的“媒介”，代理制客户经理对激励的满意度将直接影响到客户的行为倾向：满意度高的客户经理将向客户展现其优秀的综合素质和销售能力，从而引导客户理性购买，反之则会以博取短期利益的消极的心态诱导客户，形成潜在的道德风险。 因此，如何充分调动客户经理的工作积极性，不断提升激励水平，营造一种能够发挥其潜在能力和综合素质的管理环境，最终促使他们不断完成销售业绩成为亟待解决的问题。 本研究以中德住房储蓄银行为例，对该银行客户经理这一特殊群体的激励问题进行研究。论文在对相关文献研究的基础上，对银行的客户经理进行了满意度问卷调查，针对调查结果发现了当前企业在客户经理管理中存在的问题，分析了问题的成因，并提出解决问题的对策建议。 本文主要包括以下几部分： 在导论部分，主要指出了本研究的背景和意义，研究内容和研究方法，并阐述本研究的创新点和不足之处。 在相关理论和研究综述部分，论述了代理制以及银行代理制的基本概念、内涵、功能，阐述了国内外关于销售人员以及客户经理的激励管理思想，为中德银行客户经理的激励问题研究奠定了一定的理论基础。 在客户经理激励现状调查分析部分，主要是通过对中德银行客户经理群体的激励管理满意度调查问卷的分析，总结出目前中德银行在客户经理群体激励管理方面存在的四方面问题，即营销管理制度缺乏保障性、外在报酬激励形式单一、内在报酬激励体系缺失、组织文化激励不完善。 在客户经理激励对策研究方面，对现存问题的揭示和分析，提出了相应的解决对策，即建立代理保障制与等级职称管理制的制度完善举措；实行等级宽带佣金比例和佣金平准制等形式，同时加物质强激励的实效性等举措；建立完善的内在报酬激励体系，包括晋升、培训、职业发展规划、工作丰富化等举措。 关键词：银行代理制 客户经理 激励
英文摘要：	With extensive and higher level opening to the outside world in financial realm, Chinese and foreign banks compete with each other in products retail drastically. In this kind of changing environment, all the banks pay more and more attention to sales and marketing. Customer manager system is a kind of system of widespread implement in all banks. As a bridge between customer and bank, CMS requires good and comprehensive competency of customer manager. Customer manager’s good performance plays a very important role in bank business and how to enhance their capacity and promote them to have sales achievements has become a focus already. The dissertation take Sino-German saving and loan bank as an example to study the problem of special customer manager’s stimulation. According to the fundamental research of related documents, the dissertation adopt satisfaction questionnaire of stimulation to investigate the customer manager before problem analyzing. Then the research finds the problem from analyzing and finally the dissertation brings forward the resolving methods. The research includes following parts: Introduction: including research background and significance, research contents and methods, innovation and deficiency. Summary of related theory: including fundamental concept and function and connotation of agency mechanism, stimulation ideas explanation of salesman and customer manager at home and abroad. Current situation analyse: This part summed up problems in the stimulation system of customer manager, such as: indemnification short of agency mechanism, variety lack of external compensation and benefit, insufficiency of internal compensation and promotion, empty construction of organization culture, by the questionnaire on customer manager about stimulation satisfaction. Countermeasures: This part bring forward some countermeasures on the base of analyzing such as: establishing indemnification mechanism and the mechanism of technical title, various commission percentages in broad band and average allocation, strengthen the effectiveness of stimulation along with good bonus stimulation, establishing good internal stimulation including promotion and training as well as career plan and job enrichment. Key words: bank agency mechanism, customer manager, stimulation
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