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论文编号：	6715
作者编号：	2220110613
上传时间：	2014/12/5 11:06:04
中文题目：	中信银行集团客户关系营销策略研究
英文题目：	The Study on Group Client Marketing Strategy
指导老师：	张永强
中文关键字：	中信银行；集团客户；关系营销策略
英文关键字：	China CITIC Bank, Group Client, Relationship Marketing Strategy
中文摘要：	随着经济全球化、分工精细化的不断深入，公司经营的集团化、全球化日益增强，大型集团或特大型集团不断涌现。这些集团整体规模大、收益能力强、经营范围广、个性化特征明显，其影响力无所不在。此外，集团企业具有内部治理较完善、金融需求广、抗风险能力强和服务层次要求高的特点，具有行业标杆示范效应和品牌效应。银行通过向集团企业及其关联企业提供综合金融服务，可以从中获取丰厚的收益。因此，银行同业将集团客户视为生存与发展的支柱型客户群体，锁定为核心、战略业务目标，是商业银行竞争的焦点。本文以商业银行的集团客户关系营销作为研究内容，选取一家股份制商业银行——中信银行，通过理论结合实际的研究方法，基于集团客户的历史发展趋势，将营销基础理论与营销实践活动结合，以中信银行集团客户发展战略为核心，将营销理论研究与中信银行具体营销实践相结合，发掘中信银行集团客户营销工作的思路和重点。中信银行是中国改革开放最早成立的商业银行之一，也是一家全国性的商业银行，其主要股东是中国中信集团公司。2005年至2007年，中信银行一举完成了更名、股改和上市“三级跳”，并于2009年完成对中信国际金融控股公司的股权收购，成为一家国际化经营的中型股份制商业银行。在对中信银行的集团客户营销开展情况进行分析时，笔者发现，中信银行的集团客户营销策略和营销模式虽然已在不断完善，但仍需进一步优化，管理需进一步加强，差异化服务体系需进一步健全。基于此，笔者提出，中信银行应从识别策略、产品策略、管理策略上进一步明确集团客户营销的策略选择，通过提供多元化产品组合、提供差异化金融服务方案、实行分类市场营销策略、建立整体营销纯净评价体系及合理的内部利益分配机制、建立完善的集团客户关系管理系统、打造高素质营销管理团队等方式，改进集团客户营销效果。同时，应进一步强化集团客户的风险管理。
英文摘要：	Along with the economic globalization and the labor subdivision, an increasing number of large or super-large conglomerates have emerged who conducted their businesses in worldwide. This kind of group clients is featured in large scale, high profitability, wide business scope, distinct character and strong influence. In addition, they usually have good internal governance, diversified financial needs, strong risk resistance capacity, and high level requirements for services. All these features enable conglomerates have a strong demonstration effect and brand effect in their dominant industries. The banks could gain huge profits in providing financial services to group clients and their affiliated enterprises. Therefore, all banks consider the cooperative relationship with group clients as their strategic target and treat it as the focus in the market competition. For research of commercial bank’s marketing method towards group clients, this thesis selects China CITIC Bank, which is one of the joint-stock commercial banks in China, as the object of study. In the combination of theoretical and practical researches and based on the historical trend of group clients, this thesis focuses on China CITIC Bank’s marketing strategy towards group client, combining the theories with China CITIC Bank’s practice in marketing and trying to find out a suitable solution for the bank in the activities of marketing. China CITIC Bank was one of the earliest emerging commercial banks operating nationwide since the reform and opening up of the People's Republic of China. Its largest shareholder is CITIC Group. From 2005 to 2007, China CITIC Bank accomplished triple jump of rename, shareholding system reform and IPO. In 2009, by acquiring CITIC International Financial Holdings Limited, China CITIC Bank had become an internationally operating and medium sized joint-stock commercial bank. By analyzing China CITIC Bank’s current conditions of marketing towards group clients, the author found that, even though the bank’s marketing strategy and model have been improved, its business structure still needs to be optimized, the management needs to be strengthened and the differentiated service system needs to be set up. The thesis summarizes that China CITIC Bank should explicit its marketing strategies from the aspects of recognition strategy, products strategy and management strategy. In practice, the bank needs to provide diversified product portfolio and tailor-made financial services, conduct different marketing strategies by segments, establish overall marketing performance evaluation system and reasonable internal profits distribution mechanism, develop a sound CRM system, foster well-qualified employees and strengthen its risk management of group clients as well.
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