I 摘要 近年来，信用卡消费在现阶段社会消费品零售总额中所占据的比例呈现暴涨 趋势。信用卡本身具有消费场景广泛、支付便捷、循环信用等特性，吸引了众多 消费能力强、忠诚度高、信用良好的优质客群。而优质客户的竞争很大程度上已 成为银行业竞争的焦点，加之信用卡以其简便的申办流程、较高的利润贡献率， 引得各大银行纷纷增加投入，市场争夺日益激烈。信用卡客户经理正是银行与信 用卡客户联结的重要纽带，担负管理客户关系、创造银行价值的责任。同时他们 掌握着重要的客户资源，在满足客户需求、提升客户忠诚度的同时向银行提供反 馈意见，使银行及时做出正确的决策，最大限度控制风险，提升收入。因此，对 商业银行来说，打造一支素质高、营销精、风控强的信用卡客户经理队伍十分重 要。而培训作为银行人力资源管理的重要一环，可以使客户经理系统地完善知识 结构、提高工作能力、增强岗位意识及风险防控意识，提升整个队伍的凝聚力和 战斗力，帮助银行在激烈的市场竞争中夺得优势。鉴于此，在信用卡市场激烈竞 争的当下，探究YC银行信用卡客户经理培训问题及改进策略非常具有必要性。 本文以YC银行信用卡客户经理培训为研究对象，通过梳理国内外关于客户经 理及培训的相关研究内容，在对YC银行的信用卡客户经理开展问卷调查和访谈的 相关数据基础上，对信用卡客户经理培训的主要因素及培训现状进行了分析，探 究了YC银行信用卡客户经理培训存在的问题，包括培训制度不完善、培训定位不 明、培训方法及内容有待更新、培训计划有待改善、重培训过程轻实际效果等方 面。并结合YC银行的实际情况及现实中的工作经验总结，进行不同角度的优化设 计。通过信用卡客户经理分级培训的课程、灵活运用培训方法、合理安排培训频 次及末位淘汰等，使培训真正融入客户经理的实际工作中，有效改善培训的效率 和质量，从而进一步提升信用卡客户经理的岗位胜任力和市场竞争力，也为银行 其他业务培训提供思路和借鉴。 关键词：YC银行；信用卡客户经理；培训；优化设计 Abstract II Abstract Inrecentyears,thisstageofcreditcardaccountstheproportionoftotalretailsales showedthetrendofrapidgrowth.Thecreditcarditselfhasawiderangeofconsumer scenarios,convenientpayment,revolvingcreditandothercharacteristics,attracteda largenumberhavestrongspendingpower,ahighdegreeofloyaltyandgoodreputation ofhigh-qualitycustomers.Thecompetitionofhigh-qualitycustomershasbecomethe focusofcompetitioninthebankingindustry.Inaddition,thecreditcardwithitssimple applicationprocessandhigherprofitcontributionratetoattractmajorcommercial bankstoincreaseinvestment,marketcompetitionisbecomingmoreintense.Thecredit cardaccountmanagerisanimportantlinkbetweenthebankandcreditcardcustomers, responsibleformanagingcustomerrelationshipsandcreatingbankvalue.Atthesame time,theyholdimportantcustomerresources,andprovidefeedbacktothebankwhile meetingcustomerneedsandenhancingcustomerloyalty,sothatthebankcanmake correctdecisionsinatimelymanner,maximizeriskcontrol,andincreaserevenue. Therefore,itisveryimportantforcommercialbankstobuildateamofcreditcard accountmanagerswithhighquality,sophisticatedmarketingandstrongriskcontrol.As animportantpartofbankhumanresourcemanagement,trainingcanenablecustomer managerstosystematicallyimprovetheirknowledgestructure,improveworkability, enhancejobawarenessandriskpreventionandcontrolawareness,enhancethecohesion andcombateffectivenessoftheentireteam,andhelpbankscompeteinthefierce market.Togainanadvantage.Inviewofthis,inthecurrentfiercecompetitioninthe creditcardmarket,itisverynecessarytoexplorethetrainingissuesandimprovement strategiesofYCbankcreditcardaccountmanagers. Inthisthesis,bankcreditcardaccountmanagertrainingYCforthestudy,through sortingoutrelevantresearchcontentonaccountmanagersandtrainingathomeand abroad,andbasedontherelevantdataofquestionnairesurveysandinterviewswithYC Bank’screditcardaccountmanagers,trainingcreditcardaccountmanagersThemain factorsandtrainingstatusofthecompanyareanalyzed,andtheproblemsinYCbank creditcardaccountmanagertrainingareexplored,includingtheimperfecttraining system,uncleartrainingpositioning,trainingmethodsandcontenttobeupdated, trainingplanstobeimproved,emphasisontrainingprocessandlessactualresultsetc. AndcombinedwithYCBank'sactualsituationandactualworkexperiencesummary, Abstract III carryoutoptimizationdesignfromdifferentangles.Throughthegradingtraining coursesforcreditcardaccountmanagers,flexibleuseoftrainingmethods,reasonable arrangementoftrainingfrequencyandfinalelimination,etc.,thetrainingistruly integratedintotheactualworkoftheaccountmanager,andtheefficiencyandqualityof thetrainingareeffectivelyimproved,therebyfurtherenhancingthecreditcardaccount manager’sperformance.Jobcompetenceandmarketcompetitivenessalsoprovideideas andreferencesforotherbankbusinesstraining. Keywords:YCbank;creditcardaccountmanager;training;optimizationanddesign 目录 IV 目录 摘要.............................................................................................................................I 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文献综述.........................................................................................................2 1.2.1关于客户经理制的研究......................................................................2 1.2.2关于培训理论的研究..........................................................................4 1.2.3关于银行客户经理培训的研究..........................................................7 1.2.4文献评述..............................................................................................9 1.3研究内容与框架.............................................................................................9 1.3.1研究内容..............................................................................................9 1.3.2研究框架............................................................................................10 1.4研究方法.......................................................................................................11 1.5创新点...........................................................................................................11 第2章相关理论基础................................................................................................13 2.1客户经理的概念界定...................................................................................13 2.1.1商业银行客户经理界定....................................................................13 2.1.2商业银行信用卡客户经理界定........................................................13 2.2培训的理论基础...........................................................................................14 2.2.1胜任力理论........................................................................................14 2.2.2目标设定理论....................................................................................15 2.2.3强化理论............................................................................................15 2.2.4培训效果评估理论............................................................................16 2.3本章小结.......................................................................................................17 第3章YC银行信用卡客户经理培训的现状.........................................................18 3.1YC银行信用卡客户经理培训概况..............................................................18 3.1.1YC银行基本情况...............................................................................19 3.1.2信用卡客户经理培训基本情况........................................................19 目录 V 3.2问卷内容设计...............................................................................................19 3.2.1问卷设计............................................................................................19 3.2.2调查问卷回收.........................