I
摘要
随着我国经济的快速发展，以及社会形势的不断变化。我国公民的收入水平整体有了
大幅度提升，于是在银行投资方面大部分公民都逐渐蜕变成了个人高端客户。为了能在激
烈的银行市场竞争中拔得头筹，我国的四大商业银行在起步初期就成立了私人高端客户管
理机构，并召集优秀人才，组建了一批专门针对个人高端客户群体进行市场营销的优秀团
队。面对此现象中国建设银行XY分行逐渐认识到了个人高端客户营销的重要性，为了不
落后于其他商业银行，能够在银行市场中站稳脚跟，该分行也加大了对个人高端客户营销
的关注力度
依托于高速发展的时代背景，本篇论文重点探究和分析中国建设银行XY分行针对个
人高端客户市场的开展情况。首先，了解银行业的个人高端客户的界定、结构特征以及存
在的价值和意义；其次，为了更好的理解个人高端客户的实质，此文还阐述了客户关系理
论、数据库营销理论、服务营销7P理论等相关理论依据；接着，根据当前市场中在对个
人高端客户进行服务时产生的问题（客户服务内容同质化的问题严重、产品及服务体系尚
不完善、专业化理财业务水平还未达标等）进行反向推理思考总结经验，同时完成市场调
研分析报告，在此基础上运用各种数据统计分析方式，重点对中国建设银行XY分行个人
高端客户服务现状进行了研究与讨论；最后，结合当前的市场营销策略，对中国建设银行
XY分行的问题根源进行了深入剖析，提出了针对个人高端客户营销的相关策略（明晰客
群划分标准、客户分层营销策略、推进产品和服务的改进和创新、创新营销渠道等策略）
和实施建议
关键词：中国建设银行；个人高端客户；营销策略
II
Abstract
With the rapid development of China's economy and the continuous change of the social
situation. As a whole, the income level of our citizens has been greatly improved, so most of the
citizens in the bank investment have gradually transformed into individual high-end customers.
In order to become the first in the fierce competition in the banking market topped, China's four
major commercial banks have established a private high-end customer management agencies in
the early start, and gathering talents, set up a group of specialized marketing for high-end
individual customers group excellent team. Faced with this phenomenon, China Construction
Bank XY branch has gradually realized the importance of personal high-end customer marketing.
In order not to lag behind other commercial banks, it has been able to gain a firm foothold in the
banking market. The branch has also increased its attention to the marketing of high-end
customers.
Based on the background of high speed development, this paper focuses on exploring and
analyzing the development of XY branch of China Construction Bank for individual high-end
customer market. First of all, to understand the banking industry's high-end individual customers
the definition, structure characteristics and existing value and significance; secondly, in order to
better understand the essence of the high-end customers, this paper also expounded the customer
relation theory, database marketing theory, service marketing theory and other related theories on
the basis of 7P; then, according to the production in service for personal when the current
high-end customer problems in the market (customer service homogenization problem is serious,
the product and the service system is not perfect, professional financial service level is not
standard and so on) reverse reasoning with experience, at the same time to complete the market
survey report, based on the use of various statistical analysis methods, focusing on the
construction of China bank XY branch of high-end individual customers service status are
discussed; finally, combining with the current marketing strategy, analyzes the root of the
problem of the Construction Bank of China XY branch, and puts forward some strategies for
high-end individual customers marketing (clear consumer division standard, customer
relationship marketing strategy, promote product and service innovation, improvement and
innovation of marketing channel strategy and implementation suggestions).
Key words: CCB; individual high-end customers; marketing strategy
III
目 录
摘要 ....... I
Abstract ......... II
目 录 .......... III
一、绪论 ...... 1
（一）选题背景与意义1
1. 选题背景1
2. 研究意义1
（二）国内外研究现状2
1. 国外研究现状 .... 3
2. 国内研究现状 .... 4
（三）研究方法5
1. 调查问卷法 ........ 5
2. 比较分析法 ........ 5
（四）研究内容与创新点 ......... 5
1. 研究内容5
2. 研究创新点 ........ 6
二、 研究的相关理论概述 . 7
（一）个人高端客户的界定 ..... 7
（二）个人高端客户分析 ......... 7
1. 个人高端客户需求特征 . 7
2. 国内个人高端客户结构特征 ..... 8
3. 国内个人高端客户需求分析 ..... 9
（三）个人高端客户业务在银行经营发展中的价值和意义 . 10
1. 巨额利润 .......... 10
2. 有利于收入结构的调节 ........... 10
3. 促进金融产品的创新发展 ........ 11
4. 有利于银行的品牌建设11
（四） 相关理论概述 . 11
1. 客户关系管理理论 ........ 11
2. 数据库营销理论........... 12
3. 服务营销7P理论 ........ 12
三、中国建设银行XY分行个人高端客户营销现状与存在问题14
（一） 中国商业银行个人高端客户发展现状 .......... 14。