摘要
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西北大学硕士学位论文
摘要
银行在国民经济中不可或缺，一方面银行为国家经济建设筹集资金、分配资金，保
障再生产顺利进行；另一方面银行通过收集和分析社会经济活动信息，为国家和企业的
各项经济决策提供依据。进入 21世纪以来，我国的金融业发展迅速，金融机构越来越
多，客户资源相对不足，银行间不可避免地形成了对客户的争夺。由于公司业务作为银
行最主要的盈利途径之一，对银行的成长起到了决定性作用，公司业务客户也相应地成
为银行客户的重要组成部分，是银行营销的重点。
本文以西安银行客户拓展为研究对象，沿着发现问题、分析问题、解决问题的思路
展开。在对相关文献进行归纳整理的基础上，首先了解和掌握西安银行公司业务及客户
拓展的现状，通过访谈整理出西安银行公司业务客户拓展中存在的问题并分析其形成的
原因，然后针对存在的问题提出客户拓展的方案，从方案的目标、措施、步骤三个层面
展开阐述，并最终用一个具体案例对方案的有效性进行验证。
本文研究认为西安银行客户拓展方面存在客户拓展流程过于简化、客户总量增长受
到产品服务体系不健全的限制、公司业务客户结构不均衡，以及针对潜在公司业务客户
群的规划不足等问题，造成这些问题的原因在于西安银行对于公司业务客户的综合化营
销不足，没有对公司业务客户进行目标市场定位，忽视客户群形成，以及公司业务客户
拓展与管理的相关机制不健全。西安银行应当对客户流程进行优化；采取优化“网络+网
点”的营销渠道和建立综合化产品服务体系解决客户数量问题；进行目标客户选择与市
场定位，实行差异化客户管理与拓展解决客户结构优化问题；深入政府金融生态，打造
欧亿·体育（中国）有限公司金融品牌，解决客户群形成问题。在方案的实施方面，本文针对不同的客户群体制
定了不同的寻找方案、营销方案和服务方案，最终整合细化为业务拓展、需求沟通、方
案梳理、欧亿·体育（中国）有限公司上报、协议签署、系统开发对接、落地发布验收和项目后期跟踪运用等八
个具体步骤，并通过便民生活缴费这一项目案例对方案的实施进行具体化分解和效果验
证。验证结果表明优化方案的实施效果较好。
本文研究对目前经济形势下提高西安银行公司业务客户拓展能力具有指导作用，同
时对其他商业银行的客户拓展工作也具有借鉴意义。
关键词：客户拓展、公司业务、西安银行
论文类型：应用研究
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摘要
Abstract
Banks play an indispensable and important role in the national economy. It not only raises and
distributes funds for China's economic construction, but also serves as a link to ensure the
smooth progress of reproduction, and can master and reflect the information of social and
economic activities, and provide necessary basis for enterprises and countries to make correct
economic decisions. Since the 21st century, the development of China's financial industry is
very rapid, financial interbank business entities are also more and more, customer resources
are relatively insufficient, which eventually leads to increasingly fierce customer competition
among banks. As one of the most important ways to make profit for banks, corporate business
plays a decisive role in the growth of banks. Corporate customers are also an important part of
bank customers, which is the key point of bank marketing.
This paper takes the customer expansion of Xi'an bank as the research object, and develops
along the way of thinking of finding, analyzing and solving problems. Based on the summary
of relevant documents, first, we understand and master the current situation of business and
customer development of Bank of Xi'an, through interviews, we sort out the problems
existing in the customer development of Bank of Xi'an and analyze the reasons for its
formation, and then propose the customer expansion plan for the existing problems, and
elaborate from the three aspects of the objectives, measures and steps of the plan, Finally, a
specific case is used to verify the effectiveness of the scheme.
This paper believes that there are some problems in the customer development of Bank of
Xi'an, such as too simplified customer development process, the growth of total customers is
limited by the imperfect product service system, the unbalanced customer structure of the
company's business, and the insufficient planning for the potential company's business
customer group. The reason for these problems lies in the insufficient comprehensive
marketing of Bank of Xi'an for the company's business customers, There is no target market
positioning for the company's business customers, ignoring the formation of customer base,
and the relevant mechanism of the company's business customer expansion and management
is not perfect. Xi'an bank shall optimize the customer process; Optimize the marketing
channel of "network + network" and establish a comprehensive product service system to
solve the problem of customer quantity; Carry out target customer selection and market
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