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论文编号：	8913
作者编号：	2120142761
上传时间：	2016/12/10 1:23:39
中文题目：	TX银行大客户营销管理策略研究
英文题目：	Research on Key Account Marketing Management Strategy of TX Bank
指导老师：	郑琦
中文关键字：	商业银行;大客户;营销管理;策略保障
英文关键字：	Commercial bank;Key account;Marketing management;Strategy security
中文摘要：	随着金融改革的不断深化，银行业经营的市场环境和主体地位发生了显著变化，传统的营销模式已经不能完全满足客户的金融需求以及银行自身发展的需要。在激烈的竞争背景下，大客户群体因其业务体量、收益规模、利润贡献等方面的优势，成为商业银行最为重视的客户资源，因此，发展全新的大客户营销理念、强化科学的大客户营销组织管理是促进商业银行提高经营效益的有效途径和必然选择。要想在复杂的市场环境中立足，银行就要加强大客户的营销力度，为大客户提供优质化、差异化、专业化的产品服务，建立与大客户的长久战略合作，从而抢占市场份额，提高自身的竞争力。本文综合运用文献研究法、案例分析法与描述性研究法，在回顾相关营销理论的基础上，以城市商业银行TX银行的经营实务为例，阐述了其在组织架构、客户结构、经营体系等方面的基本情况，并引用相关数据分析了该行对于大客户的定位、分类以及大客户营销管理现状，最终得出其在目标客户识别、营销流程管理、营销方案制定与实施等方面存在的问题。针对这些问题及成因，本文进一步探讨了该行大客户营销管理策略机制的构建，从大客户定位、流程化管理、新客户拓展及老客户维护等几个维度，提出了TX银行大客户营销管理的策略选择建议。银行大客户营销管理是一项系统工程，大客户营销方案的实施，需要以良好的产品组合和服务配套为支撑，以健全的信息系统为载体，以合理的体制机制为保障，才能最终实现银企之间的长期合作与持久共赢。本文分别从银行企业文化、产品服务体系、信息管理系统等几个角度具体分析营销策略实施保障，从各个层面保证银行大客户营销方案的有效落地。
英文摘要：	With the deepening of financial reform, the market environment of banking business and the dominant position of banks have changed significantly, the traditional marketing model cannot fully meet the customer’s financial needs and the bank’s own development needs. In the fierce competition, the key account group has become the most valuable customer resource for commercial banks because of its business volume, revenue scale, profit contribution and other advantages. Therefore, the development of new marketing concept and strengthening scientific key account marketing management is the effective way and inevitable choice for commercial banks to improve efficiency. To gain a foothold in the complex environment, banks must strengthen the marketing efforts, providing key account with high-quality, differentiated and professional products and services, to establish long-term stable partnership with key account, so as to seize the market and improve the comprehensive competitiveness. This paper synthetically uses the literature research method, case study and descriptive research method, and discusses the concrete practice of TX city commercial bank as an example. Based on a review of the related marketing theory, the passage describes the fundamental state in terms of its organizational structure, customer structure and operating system, and expounds the present situation of key account marketing management with relevant data analysis. After that, it analyses the existing problems such as target customer identification, marketing process management, marketing programs formulation and implementation and so on. To solve these problems, this paper further explores the mechanism construction of the key account marketing management strategy, and proposes some strategy selection recommendations in the aspects of key account orientation, process management, new customers development and existing customers maintenance. Key account marketing management in the bank is a systematic engineering. Only with scientific strategy mechanism as the guarantee, will the marketing programme get effective implementation, and finally realize the long-term stable cooperation between banks and enterprises. Based on the analysis of TX Bank’s marketing strategy, this paper also elaborates the matching security measures on the part of corporate culture, service system and information management system, to ensure the effective implementation of key account marketing.
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