建设银行是四大国有银行之一，有一百多年的历史，也在蚌埠过去的 50 年中成立的
一个分行，尽管它有非常完善的系统，但是为了适应不断发展和金融环境的变化，还
需要提升客户价值的理念贯穿于整个建设蚌埠分行经营环境
银行不同于其他企业，不仅以公共信用的形式向社会提供服务，并且还向客户提
供所需的产品。对于银行来说，谁获得了客户，谁就是赢家。因此，利用先进的方法
来维护客户是核心，科学的信息技术的运用，正确维系客户，提升客户的综合贡献度，
并提高市场占有份额，实现效益最大化。通过实施客户关系管理，提升银行在市场中
的地位，必须有效的进行客户维护，以客户满意为宗旨，努力做好优质服务。建行蚌
埠分行作为二级分行，在蚌埠本地金融环境中，占有举足轻重的位置，在面临日益激
烈的市场竞争中，全面实施开展客户价值提升管理是正确选择
本文在总结的基础上，评价客户价值分析的内涵，对国内外学者关于客户价值重
新定义，从生命周期的角度对个人银行客户的价值进行定义，客户价值是指银行和客
户的联系可以通过生命周期过程中，为客户提供满意的产品和服务客户所获得的收益
和成本的权衡，并从客户价值评价标准和指标设计依据两方面考虑，提出了客户价值
指标的设计
本文认为，在评价个人客户价值时，银行不仅要思量顾客的当前价值，还要考
虑顾客的潜在价值和影响顾客价值的因素。并对建行蚌埠分行客户价值过程中存在的
问题进行了探讨，并提出了解决方案和建议
关键词：市场竞争；客户价值；策略分析I
ABSTRACT
In the growing market competition of the world economy, the competition among the
commercial banks is becoming more and more fierce, so it is very important to handle the
customer relationship properly. The banking sector continues to improve the importance of
customers, and gradually surpass the traditional product competition. Service competition
has become a new subject of bank competition. The realization and maintenance of market
competitive advantage and sustainable competition has become a new orientation of
commercial banks. The value of marketing activities creates accurate management
concepts, strengthens management priorities, increases customer value, and enables
commercial banks and consumers to adapt to market and customer needs in time. Domestic
banking industry, especially retail banking industry, is becoming more and more
competitive. Customer value analysis will become the key factor to determine the result of
competition. Customer value promotion strategy must follow five factors: customer choice,
customer current value and potential value, improve the differentiated products and
services for customers, business process reengineering and innovation channels, five
factors are complementary and closely related to the Construction Bank is the four largest
state-owned banks, has more than 100 years of history, a branch founded in Bengbu in the
past 50 years, although it has a very good system, but in order to adapt to the changes and
development of the financial environment, but also need to improve the customer value
concept throughout the construction bank business environment.
The bank is different from other enterprises, not only to provide services to the
community in the form of public credit, and also to provide the required products for banks,
who won the customer, who is the winner. Therefore, the use of advanced methods to
maintain the customer is the core, the use of scientific information technology, correct
Vivian Department customers. To enhance the comprehensive contribution of customers,
and increase market share, to achieve maximum benefit. Through the implementation of
customer relationship management, improve the bank&39;s position in the market, must
effectively carry out customer maintenance, customer satisfaction for the purpose, to good
quality services. The Bengbu branch of China Construction Bank as two branches in
Bengbu, the local financial environment which occupies a pivotal position in the face ofII
increasingly fierce competition in the market, to carry out the full implementation of
customer value management is the right choice.
In this paper, on the basis of summing up, the evaluation of customer value analysis of
the connotation, the domestic and foreign scholars on the definition of personal banking
customer value from the perspective of the life cycle, the customer value refers to the bank
and the customer can contact through the life cycle process, provides customers with
satisfactory products and services for the benefit and cost for customers. And consider
from two aspects of customer value evaluation standard and index design principles, put
forward the design of customer value index.
KEYWORDS: market competition; customer value promotion; strategy analysis1
目 录
第一章 绪论...1
第一节 研究背景与意义........1
一、研究背景....1
二、研究意义....2
第二节 国内外研究现状........3
一、国外研究现状........3
二、国内研究现状........3
第三节 研究思路和框架........4
一、研究的基本思路....4
二、研究框架图5
第二章 商业银行客户价值理论基础...........6
第一节 基本定义........6
一、客户6
二、客户价值....6
三、个人客户价值........8
第二节 客户终身价值8
一、阶段8
二、影响因素....8
第三节 商业银行客户价值评价体系设计..10
一、客户价值指标体系设计依据......10
二、评价方法..11
三、客户价值指标体系设计思路......13
第三章 建行蚌埠分行现状及客户价值模型创建...........18
第一节 建行蚌埠分行简介..18
第二节 建行蚌埠分行个人客户价值评价模型......182
一、构建评价模型...... 18
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