自从上个世纪 90 年代以来，我国银行业的经营环境发生了翻天覆地的变化，财 富客户作为银行重要客户群体，具有创造价值高、合作时间长、产品交叉营销率高、 客户粘性大等优势。建立科学的客户沟通体系，不仅可以提升银行的整体绩效水平和 核心竞争力，还可以提升客户体验感和增强客户信任度，使银行在激烈的市场竞争中 站稳脚跟。 本文选择以颇具代表性的中国工商银行 H 支行为例，以其财富客户沟通现状作为 研究内容，在沟通理论和相关学术研究成果的基础上，通过深入中国工商银行 H 支行 展开实地调研和案例分析，了解当下财富客户沟通的现状，归纳目前 H 支行财富客户 沟通方面的不足。在此基础上，尝试从沟通机制、沟通方式、客户评价体系和产品设 计方面来更新原有的财富客户沟通制度，并提出财富客户沟通方案实施和运行的办法 以及注意事项，为进一步解决和优化 H 支行财富客户沟通中存在的问题指明了方向。 本文采取理论联系实证的方法，将管理沟通问题贯穿于整个研究分析中，通过对 H 支行管理沟通现状的分析和归纳，总结出现阶段下我国国有银行在财富客户沟通上 普遍存在的问题，为这些问题的解决提出对策，为此来提升我国国有银行的经营绩效 和核心竞争力。本文的撰写可能是对现有国有银行客户沟通研究的补充和延伸，同时 也对其他商业银行、股份制银行等同业具有借鉴意义。 关键词：中国工商银行；财富客户；沟通I ABSTRACT Since the 1990s, the operating environment of China's banking industry has undergone tremendous changes. As a major customer group of wealth, wealthy customers have the advantages of high creative value, long cooperation time, high product cross-marketing rate and high customer viscosity. Establishing a scientific customer communication system can not only improve the overall performance level and core competitiveness of the bank, but also enhance the customer experience and enhance customer trust, so that banks can gain a foothold in the fierce market competition. This paper chooses the representative example of Hefei Branch of Industrial and Commercial Bank of China, and takes the status quo of its wealth client communication as the research content. Based on the communication theory and related academic research results, the field is extended through the branch of Hefei Branch of Industrial and Commercial Bank of China. Research and case analysis, to understand the current status of wealthy customers communication, sum up the current lack of communication between H-share customers. On this basis, try to update the original wealth customer communication system from the communication mechanism, communication method, customer evaluation system and products. It also puts forward the methods and precautions for the implementation and operation of the wealth customer communication plan, and points out the direction for further solving and optimizing the problems existing in the wealth communication of H branch customers. This paper adopts the method of linking theory with theory, and carries out the management communication problem throughout the whole research and analysis. Through the analysis and induction of the status quo of H branch management communication, it summarizes the problems commonly existing in the communication of wealthy customers in China's state-owned banks. The solution to the problem proposes countermeasures to improve the operational performance and core competitiveness of China's state-owned banks. The writing of this paper may be a supplement and extension of the communication research of existing state-owned bank customers, and also a reference for other commercial banks and joint-stock banks. KEYWORDS: Industrial and Commercial Bank of China;;wealth client;communication1 目 录 第一章 绪论...................................................................................................1 第一节 选题背景和意义.............................................................................................. 1 一、选题背景......................................................................................................... 1 二、选题意义......................................................................................................... 1 第二节 国内外研究现状.............................................................................................. 2 一、国内研究现状................................................................................................. 2 二、国外研究现状................................................................................................. 3 第三节 研究内容和研究方法...................................................................................... 4 一、研究内容......................................................................................................... 4 二、研究方法......................................................................................................... 5 第二章 相关理论概述...................................................................................6 第一节 相关概念.......................................................................................................... 6 一、沟通的概念..................................................................................................... 6 二、有效沟通的概念............................................................................................. 6 三、客户沟通的内涵............................................................................................. 7 四、财富客户的概念............................................................................................. 9 第二节 相关理论基础.................................................................................................. 9 一、法约尔沟通理论............................................................................................. 9 二、梅奥的人际关系沟通理论............................................................................. 9 三、彼得斯的感情沟通理论............................................................................... 10 四、哈贝马斯沟通行动理论............................................................................... 10 第三章 案例正文........................................................................................... 11 第一节 中国工商银行 H 支行简介........................................................................... 11 第二节 中国工商银行 H 支行财富客户沟通问题的描述....................................... 12 一、行长与财富客户之间沟通的问题............................................................... 12 二、客户经理与财富客户之间的沟通问题....................................................... 13 三、柜员与财富客户之间的沟通问题............................................................... 152 第四章 案例分析...........................................................................................17 第一节 未形成自上而下的沟通体系........................................................................ 17 一、客户信息管理系统不够完善....................................................................... 17 二、获取客户方式被动....................................................................................... 17 第二节 员工沟通技能欠缺........................................................................................ 18 一、员工沟通缺乏主动性................................................................................... 18 二、未对财富客户进行更深层次的细分........................................................... 19 三、员工缺乏沟通技巧....................................................................................... 19 第三节 未建立财富客户沟通机制............................................................................ 20 一、客户经理管理体制僵化............................................................................... 20 二、未定期安排财富客户的上门拜访工作....................................................... 20 三、缺乏沟通反馈机制....................................................................................... 21 四、沟通过程中存在噪音................................................................................... 21 第四节 产品缺乏吸引力............................................................................................ 21 一、与同业产品相比缺少价格优势................................................................... 21 二、对财富客户有针对性的产品种类较少....................................................... 21 第五章 提高沟通有效性的对策...................................................................23 第一节 形成完整有效的沟通体系......................................................................... 23 一、健全银行的多渠道客户交互系统............................................................... 23 二、拓展客户沟通种类................................................................................. 23 第二节 提升员工沟通技能........................................................................................ 24 一、定期开展针对性的培训............................................................................... 24 二、对客户进行细分管理............................................................................. 24 三、开展沟通计划服务....................................................................................... 25 第三节 建立有针对性的财富客户沟通机制............................................................ 25 一、确定优化沟通的原则................................................................................... 25 二、健全客户经理组织构架体系....................................................................... 26 三、简化业务办理流程................................................................................. 26 四、沟通效果及时反馈....................................................................................... 26 第四节 为客户提供更具市场竞争力的产品............................................................ 273 一、为客户研发更优质的产品........................................................................... 27 二、为客户提供更多类型的产品....................................................................... 28 第六章 结论与展望.....................................................................................29 第一节 结论................................................................................................................ 29 第二节 发展的趋势展望............................................................................................ 30 一、后续的发展................................................................................................... 30 二、研究的局限性............................................................................................... 30 三、进一步研究的思考....................................................................................... 31