MBA学位论文作者：张爱萍
甘肃银行金城支行高端客户关系管理优化策略
甘肃银行金城支行高端客户关系管理策略优化研究
中文摘要
市场格局会随著不同的经济情况而改变。当前，我国银欧亿·体育（中国）有限公司正处在“群雄逐
鹿”的激烈竞争中。过去的“以产品为导向”的经营模式，已经无法适应目前银
欧亿·体育（中国）有限公司的竞争需要，从顾客服务到产品开发，再到精益化的经营模式，将成为银行
业未来的发展趋势，这就是“以客户为中心”的经营理念。随着中高端顾客的不
断增多，各大商业银行纷纷将营销和服务的注意力集中在中高端客户身上，逐渐
形成了中高端客户群体，这个群体为银行创造了巨大的利益。
本文以甘肃银行金城支行为对象，以客户关系管理理论、关系营销理论、客
户细分理论和客户生命周期理论为基础，通过对甘肃银行金城支行客户关系管理
实际问题的提出、分析和解决，完善客户关系管理体系，提升客户关系管理的质
量，促进甘肃银行金城支行综合竞争力的提升。论文采用了调查问卷和访谈的方
法，对100名金融资产在100万元以上的甘肃银行金城支行的高端客户进行问卷
调查，从客户角度来发现甘肃银行金城支行在高端客户服务与维护过程中的问题，
并且分析其需求，提出针对性的优化策略。同时又选取了20名甘肃银行金城支
行的个人业务条线的负责人及基层员工进行了访谈，深度探索在未来对四种类型
即潜在、边缘、重点和流失高端客户维护过程中存在的问题及维护策略。在调研
中笔者发现，处于不同类型的高端客户需求不同，并针对甘肃银行金城支行的客
观客户数据进行问题及原因分析，得出针对不同类型的高端客户关系管理的优化
策略。
本文的相关研究有利于提升甘肃银行金城支行零售业务能力，零售业务目前
可以作为在同业中提升竞争力和创造理论的有力引擎，特别是当前甘肃银行正处
于高质量转型发展关键期，零售业务转型更是迫在眉睫。同时在研究中要明确市
场中的高端客户对甘肃银行发展起到的重要贡献。本文的研究将对甘肃银行金城
支行高端客户的优质服务和精细化管理发挥重要的指引作用，对同业进行高端客
户关系管理策略的优化和调整提供指导性意见和参考价值。
关键词：甘肃银行，高端客户，客户关系管理策略，关系营销，客户细分
III
MBA学位论文作者：张爱萍
甘肃银行金城支行高端客户关系管理优化策略
RESEARCH ON SRTATEGYOPTIMIZATION OF
HIGH-END CUSTOMER RELATIONGSHIP
MANAGEMENT IN JINGCHENG BRANCH OF GANSU
BANK
Abstract
The market pattern will change according to different economic conditions.
Nowadays, China'sbanking industry isin the fiercelycompetitive. The past
"product-oriented" business model has been unable to meet the competition needs of
the current banking industry, from customer service to product development, and then
to lean business model, will become the development trend of the banking industry in
the future, which is the "customer-centric" business philosophy. With the increasing
number of middle and high-end customers, commercial banks have paid more
attention of their marketing and service to the middle and high-end customers, which
has been gradually forming a middle and high-end customer group and has created
huge benefits for banks.
Taking Jincheng Sub-branch of Gansu Bank as the object, according to the
theory of customer relationship management, relationship marketing theory, customer
segmentation and customer life cycle theory as the foundation, through the Jincheng
Sub-branch of Gansu Bank customer relationship management (CRM) is put forward,
analysis and solve practical problems, improve the customer relationship management
system, improve the quality of customer relationship management (CRM), Promote
the comprehensive competitiveness of Jincheng Sub-branch of Gansu Bank. Paper
used the method of questionnaire and interviews, the financial assets in 1 million yuan
of above 100 Jincheng Sub-branch of Gansu Bank of the questionnaire survey to
high-end customers, from the perspective of the customer to find the Jincheng
Sub-branch of Gansu Bank in high-end customer service and the problems in the
process of maintenance, and the demand analysis, put forward the corresponding
optimization strategy. At the same time, 20 persons in charge of personal business line
and grass-roots staff of Jincheng Sub-branch of Gansu Bank were selected to conduct
IV
MBA学位论文作者：张爱萍
甘肃银行金城支行高端客户关系管理优化策略
interviews, so as to deeply explore the problems and maintenance strategies existing
in the maintenance process of four types of high-end customers in the future: potential,
marginal, key and loss. In the research, the author found that different types of
high-end customers have different needs. Based on the objective customer data of
Jincheng BranchofGansu Bank,problems andcauses wereanalyzed, and
optimizationstrategies fordifferenttypes ofhigh-endcustomer relationship
management were obtained.
This study is favourable for improving the comprehensive strength of the retail
business of Jincheng Sub-branch of Gansu Bank. Improving the market share of
Jincheng Sub-branch of Gansu Bank, and clarifying the decisive role of high-end
customers in the development of our bank.The research of this paper will play an
important guiding role in the high-end service and fine management of high-end
customers of Jincheng Sub-branch ofGansu Bank, and provide guidance and
reference value for the optimization and adjustment of high-end customer relationship
management strategies of the same industry.
Keywords：Gansu Bank, high-end customers, customer relationship management
strategy, relationship marketing, customer segmentation
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