A Thesis Submitted to Ningbo University for the Master’s Degree
Research on customer value based enterprise customer
stratification management in Bank of Ningbo
Candidate： Dai Guangyao
Supervisors：(Associate) Professor Lu Zhiqiang
Faculty of Business School
Ningbo University
Ningbo315211，ZhejiangP.R.CHINA
2018.6.25
- I -
基于客户价值的宁波银行企业客户分层管理研究
摘要
客户分层管理是根据客户的不同因素进行层级划分，对不同层级的客户群
体提供不同服务，进而进行资源的优化和配置，使企业达到效益最大化的目
标，结合客户价值理论，通过客户价值矩阵，可以量化每一个客户对企业当前
以及将来的贡献，通过营销策略、管理措施最终实现客群质量优化提升，利于
企业资源配置、长远发展。近年来，随着经济的不断发展，我国商业银行面临
着客户多而杂、竞争同质化等问题，商业银行也从粗放式被动受理业务，转向
了精细化地主动营销业务，需要通过数据分析识别出有价值的客户，予以营
销，才能在充分竞争的市场中取得优于同业的经营业绩
本文主要选取了宁波银行总行营业部企业客户为对象，随着规模的不断增
长、利润不断提高、客户不断增多，管理压力也是随之增大，本文具体阐述了
该网点目前的管理模式，对存在的问题进行剖析，并利用客户价值理论思想，
提出客户分层管理的具体方案。以客户历史业务贡献数据为实例，进行统计归
类，结合客户价值矩阵识别不同的客户群体，对客户分层进行进一步分析，反
映出该网点当前企业客户客群建设存在的问题和背后的管理缺陷，结合理论分
析制定不同的营销定位和业务策略，进行客户的分层管理，实现对该网点企业
客户群体的优化管理
通过本文的研究发现，商业银行在客户数量多时，一定要具备客户识别能
力，能够从客户中挑选有价值、有潜力的客户，动态制订下阶段的营销策略，
集中优势资源予以支持，即能够管理好客户，又能够有效地促进业务发展
关键词：客户分层管理，客户价值，价值矩阵，营销策略
-Ⅱ-
Research on customer value based enterprise customer
stratification management in Bank of Ningbo
Abstract
To provide different service and optimize the allocation of resources, different customers
should be managed separately which maximize the efficiency of the enterprises. Layered
management of customers would be combined with the theory of customer values. The current and
future contribution of each customers could be measured by value matrix. Ultimately, the quality
of client group will be enhanced by marketing strategy and management measures which benefit
the long-term development of enterprises. In recent years, with the continuous development of
economy, Chinese commercial banks are confronting with phenomenon of more and more
complex and homogeneity product competition. Also, commercial banks have to actively market
business from passive acceptance of business. By using data analysis, valuable customers is
identified which enables better peer business performance in such a fierce competitive market.
This paper selected Ningbo bank enterprise customers as the objects. The pressure is
increased with the scale of growth, profit margins as well as increasing customer management.
This paper illustrates the current network management model, analyze the existing problems and
put forward specific solutions for customer segmentation management. Previous data is taken as an
example, combined with the identification of customer value matrix of different customer groups.
Further analysis of customer segmentation reflects the defects of the current enterprise
management network.The combination of theoretical analysis of marketing strategies and
hierarchical management customers will optimize the management of the network enterprise
customer groups.
This study found that commercial banks with large number of customers, must have the
ability to identify valuable and potential customers. In order to better manage customers and
efficiently promote the business, commercial banks should work out dynamic marketing strategy
for the next phase and centralize of dominant resource to support.
Key Words：customer stratification management, customer value, value matrix,
marketing strategy。