随着中国经济水平逐步提升，中国商业银行境内企业、机构类客户的活力愈发增 强。大、中型机构类客户的存款余额较高、来源稳定、支出具有计划性，一直是各银 行营销维护的兵家必争之地，各银行都将机构类客户视为营销环节中重要一环，一般 采用专门客户经理负责的形式进行服务。而小、微型机构类客户由于其体量有限，银 行往往疏于对其进行管理、服务。 为提升银行服务水平、拓宽银行服务面、更广泛服务实体经济，建设银行采用了 “平台化经营”的策略，通过金融科技手段，搭建数字化平台提供给各类用户免费使 用，而在该类产品中嵌入了建行的产品或服务。通过金融科技的水平提升，将客户所 需的系统及生态环境，输出赋能给机构类客户，实现并提升了对中小机构类客户的服 务能力。在该过程中建设了相关营销生态系统，进而提升了客户的忠诚度与粘性。 政府是传统机构类客户，本文讨论了建设银行的政府服务思路。传统服务思维往 往局限于做好客户关系维护，而随着十九大召开后，政府近年来的服务越来越透明。 建设银行构建了“智慧政务”战略，与互联网公司同台竞技，深度参与数字政府建设， 通过参与“智慧政务”建设，提升政府客户的服务能力。本文重点讨论了建设银行服 务机构类客户的营销思路，尝试分析平台化经营的战略发展规划，并探讨金融科技在 银行的客户营销方面的未来发展方向，该方式同样适用于商业银行的公司类客户，对 于个人客户的营销也颇有启迪。 关键词：机构类客户，商业银行，客户营销，金融科技，智慧政务II Research on institutional customer marketing strategy of China Construction Bank A branch Abstract With the steady improvement of China's economic level， the liveliness of domestic corporate and institutional customers of Chinese commercial banks has been increasing. As large and medium-sized institutional customers have high deposit balances， stable funding sources and planned expenditures， they have always been the most popular customers for banks' marketing and sales. All banks regard institutional customers as an important part of the marketing process and are generally maintained by dedicated account managers. Due to the limited size of small and micro institutional customers， banks often neglect to manage and serve them. In order to improve the level of banking services， broaden the bank's service coverage and serve the real economy more extensively， CCB has adopted the "platform operation" Strategy. By means of "financial technology"（fintech）， the digital platform is built for free use by target users and embedded with CCB's products or services. Through the level of fintech enhancement， the system and ecosystem required by the customer is exported and empowered to the institutional class of customers to achieve and enhance the ability to serve customers in the small and medium institutional category. The process builds a relevant ecosystem， which in turn increases customer loyalty and stickiness， making customers willing to accept CCB's service at the same time， becoming a member of the CCB's ecosystem. Traditional Government service thinking is often limited to good customer relationship maintenance， but with the 19th National Congress， the government's services in recent years have become more and more transparent， and the Construction Bank has built a "smart government" strategy， competing with Internet companies， deeply involved in the construction of digital government， and through participation in the construction of "smart government" to enhance the service capabilities of government customers.Abstract In this paper， we will focus on the marketing ideas of CCB's institutional clients， try to analyze the strategic development planning of platform operation， and discuss the future development direction of financial technology in the bank's customer marketing. This approach is also applicable to the corporate customers of commercial banks and is also quite enlightening for marketing to individual customers. Keywords: institutional customers， commercial banks， customer marketing， fintech， smart governmentIV 目录 摘要....................................................................................................................................... 1 Abstract ................................................................................................................................II 第 1 章 绪论......................................................................................................................... 1 1.1 研究背景及意义..................................................................................................... 1 1.1.1 研究背景...................................................................................................... 1 1.1.2 研究意义...................................................................................................... 2 1.2 国内外研究现状.................................................................................................... 2 1.2.1 机构类客户营销研究现状.......................................................................... 2 1.2.2 金融科技的研究现状.................................................................................. 4 1.2.3 关系营销研究现状...................................................................................... 5 1.2.4 研究评述...................................................................................................... 6 1.3 研究内容与思路.................................................................................................... 7 1.3.1 研究内容...................................................................................................... 7 1.3.2 研究思路...................................................................................................... 7 1.4 研究创新之处........................................................................................................ 8 第 2 章 银行机构类客户营销的概述及理论基础............................................................. 9 2.1 银行机构类客户营销的概述................................................................................. 9 2.1.1 营销的定义................................................................................................... 9 2.1.2 机构类客户的界定....................................................................................... 9 2.2 银行机构类客户营销的理论基础......................................................................... 9 2.2.1 客户关系管理理论....................................................................................... 9 2.2.2 客户价值理论............................................................................................. 11 2.2.3 大客户营销理论......................................................................................... 11 2.2.4 AARRR 模型 .............................................................................................. 11 2.3 金融科技概述....................................................................................................... 12 2.3.1 金融科技的定义........................................................................................ 12 2.3.2 金融科技的发展........................................................................................ 13 2.3.3 金融科技在各类机构中的应用................................................................ 13 第 3 章 中国建设银行 A 分行机构类客户营销现状分析.............................................. 15目录 3.1 中国建设银行 A 分行简介 ................................................................................. 15 3.1.1 中国建设银行简介 .................................................................................... 15 3.1.2 中国建设银行 A 分行简介 ....................................................................... 15 3.2 中国建设银行 A 分行机构类客户传统营销策略 ............................................. 16 3.2.1 大力推行客户经理制 ................................................................................ 16 3.2.2 完善大客户经理激励与考核机制 ............................................................ 16 3.2.3 发展客户由数量到质量的转变 ........................................