摘要
首先，客户是银行的重要资产，做好客户管理工作决定着商业银行的命运和
前途，还能提高企业经营效率，并能创造出更多的利润，最终能在激烈的市场竞
争中取得优势。所以说银行客户管理，是中国商业银行开展市场营销的重要内容。
现今中国商业银行的客户管理工作已经取得了长足的进步。从各家银行都先后推
出了客户经理制，到引入了差别化服务理念，到有意识地做一些客户的培养和维
护工作。但就总体而言，我国商业银行的客户管理仍处于初级阶段。本文通过第
一章简要介绍了本论文的选题背景、选题意义和文献综述分析，可以发现目前银
行客户管理是“以客户为中心”理念，较多的从业务管理角度进行分析研究，但
目前是缺少实际操作的模型探究。本文是以 JT 银行
①
为例从实际操作模型方面的
角度，试着提出一些构建中国商业银行客户管理的补充性研究：即在如何实现以
客户为中心，在以综合账户的概念对客户进行管理。
其次，通过第二章的理论分析法、实证研究法、实证比较分析法，贯穿 4Ps、
4Cs、4Rs 的理论阐述和分析，得出中国商业银行客户管理缺乏可操作性的管理
模型。并对中国商业银行的客户管理实行客户综合账户的必要性与可行性进行分
析，通过对 JT 银行香港分行的实证研究分析，得出以客户为中心的客户综合账
户管理的重要性和必要性。
再次，通过重点的第三章，阐述如何构建综合账户，本文从 JT 银行香港分
行管理制度方面、技术支撑条件、客户综合账户管理业务模型和技术模型方面进
行论述，建立商业银行客户综合账户管理的实现方案。在实现客户综合账户管理
后，深入探讨银行如何利用全视图的客户信息,以客户角度通过数据挖掘的方法，
为客户提供服务和营销合适的产品、评估客户损益、分析客户的忠诚度和鉴别优
质客户、设计精准化营销产品，以及客户满意度和经营效率提升的实证描述。最
后通过对构建综合账户管理的效果评价，说明 JT 银行客户综合账户管理（即综
合开户业务）的优势，得出他是构建客户为中心的营销模式的关键。
最后，通过第四章结论，概括说明中国商业银行在内外部环境竞争加剧变化
下，以客户为中心的营销策略是我国商业银行转型中的必然趋势。通过 JT 银行
香港分行的实证研究，阐述客户综合账户管理（即综合开户业务）是 JT 银行构
建客户为中心的营销模式的关键起点，是构建中国商业银行客户管理有益的补
充，中国商业银行客户管理在 IT 平台的有力支撑下，采用客户综合账户管理，
利用和挖掘客户信息提供产品和服务，产生巨大的经济效益，同时也给中国商业
银行以客户为中心进行的营销策划（即提供满足客户的多样化需求的服务和产
品），打下坚实的和必备的基础。
关键词：营销策略；以客户为中心；客户综合账户管理；数据挖掘技术
III
Abstract
Firstly, as the customer is an important asset for the bank, the management of cu
stomer decide the fate and future of commercial Banks,that also improve the efficienc
y of enterprise operation, create more profits, and eventually get advantage in the fier
ce market competition. So bank customer management, is an important content of Chi
na's commercial Banks to carry out the marketing. Today the customer management o
f the commercial bank of China has made great progress, from the Banks were succe
ssively introduced a customer manager system, to the introduction of the differentiate
d service concept, to consciously doing some customer training and maintenance. But
overall, customer management of commercial Banks in China is still in its infancy. In
this article,the first chapter briefly introduces the background and significance of topi
cs and the analysis of literature review, finding that the bank account management is
a customer-centric concept, which does more research and analysis from the perspe
ctive of business management, but with the drawback of lack of exploring practical
model. This article takes JT bank as an example, from the perspective of practical mo
dels, trying to put forward some complementary construct on the commercial bank of
China account management research: how to realize managing customer in the conce
pt of comprehensive account management within the customer-centric concept.
Secondly,through theoretical analysis, empirical research method, empirical comp
arative analysis, by the elaboration and analysis of 4Ps, 4 Cs, 4 Rs theory, Chapter ii
concluded that the customer management of the commercial bank of China lack ope
rable customer management model. I analyse the necessity and feasibility of carrying
out comprehensive account in the customer management of commercial bank of Chi
na, then through the analysis of the empirical research on JT bank Hong Kong branch,
draw a conclusion that comprehensive account management focused on customer is
important and necessary.
thirdly, through the key section chapter III, the paper expounds how to build a com
prehensive account. I set up a comprehensive account management implementation
plan for commercial bank's customer by discussing the management system, compreh
ensive technical support, business model of customer account management, and techn
ology model . After applying comprehensive customer account management, we disc
IV
uss that how to use the full view of the customer information,through the method of d
ata mining, to give customer service and marketing suitable products, to evaluate the
profit and loss of the clients, to analyze the loyalty of the customers and identify supe
rb customes, to design precision marketing products to customers, to study empirical
case of ascenting customer satisfaction and operational efficiency. Then through the e
ffect evaluation on building comprehensive account management , the article shows t
he advantage of customers' comprehensive account management in JT bank (i.e., com
prehensive opening service) , and concludes that it is the key to build the customer-ce
ntric marketing model.
Finally, from the chapter IV the Conclusion,we summarize that the commercial bank
of China, under the external competition environment change, taking the customer as
the center of the marketing strategy is the inevitable trend of our country commercial
bank transition. By empirical research on JT bank Hong Kong branch , the paper expo
unds customer comprehensive account management (i.e., comprehensive opening ser
vice) is the JT bank's key starting point of building customer-centric marketing mode
l , is a beneficial supplement to building the account management of commercial ban
k of China. Under the strong support of the IT platform, The Chinese commercial ban
k 's account management adopt comprehensive customer account management, using
and mining the customer information to provide products and services, generate huge
economic benefits, and also lay a solid and necessary basis for the customer-cnetirc
marketing planning of Chinese commercial Banks at the same time(i.e., offering ser
vices and products to meet customers' diversity requirements ) .
Key word: Marketing Strategy; Customer-centric; Customer comprehensive account
management (Smart open account management);data mining technology