“巴莱特定律”认为虽然中高端客户在客户总量中所占比重仅为 20%，但是却可 以带来 80%的利润，这也说明了中高端客户的作用是非常重要的。中高端客户既是 商业银行利润的重要增长点，也是商业银行业务大力创新的助推器，同时也是商业 银行未来可持续发展的重要基石。中高端客户除了可以为银行带来更多的利润之 外，同时还有利于银行收入结构的调节，能够带动传统的存贷款业务以及中间业务 的发展，有利于银行的品牌建设。因此研究商业银行中高端客户业务发展中存在的 问题，提出符合商业银行中高端客户业务发展的对策，对于我国银行业乃至整个金 融市场的可持续发展都具有重要作用。 随着我国经济的迅速发展以及居民可支配收入不断增加，为商业银行零售业务 带来了广阔的市场空间和巨大的发展机会。徽商银行 QS 支行虽然在近几年发展迅 速，但是中高端客户规模仍然是短板。在激烈的市场竞争和居民对资产保值增值的 需求不断增加的背景下，如何维护和拓展中高端客户并采取针对性的营销策略，提 高中高端客户对银行的贡献率，是银行实现稳健发展和转型升级的关键。因此在相 关营销理论的基础上，分析徽商银行 QS 支行中高端客户在营销方面存在的问题， 并制定科学和有效的营销策略，可以提升徽商银行 QS 支行中高端客户的数量和占 比，对于促进徽商银行 QS 支行零售业务的发展具有重要意义，同时也对国内其他 商业银行的客户营销工作具有参考借鉴意义。 本文利用了文献综述法、案例研究法和问卷调查法，在分析了国内外研究的现 状的基础上，重点剖析了徽商银行 QS 支行在中高端客户营销过程中所存在的问题， 全面分析了徽商银行 QS 支行中高端客户内外部营销环境，结合 STP 理论对徽商银 行 QS 支行中高端客户进行市场定位，提出了适合徽商银行 QS 支行中高端客户的 营销策略，最后从组织保障、人员保障、制度保障、财务与技术保障等方面制定了 相应的保障措施，旨在为徽商银行 QS 支行中高端客户营销策略顺利实施提供可靠 的基础条件。 关键词：徽商银行；中高端客户；营销策略徽商银行 QS 支行中高端客户营销策略研究 I ABSTRACT “Bale's Law” believes that although medium & high end customers account for only 20% of the total customer base, they can bring in 80% of profits, which also shows that the role of medium & high end customers is very important.The medium & high end customers are not only an important growth point for the profit of commercial banks, but also a booster for the strong innovation of commercial banking business, and also an important cornerstone for the sustainable development of commercial banks in the future. In addition to bringing more profits to the banks, medium & high end customers are also conducive to the adjustment of the bank's income structure, which can drive the development of traditional deposit and loan business and intermediary business, which is conducive to the bank's brand building. Therefore, it is necessary to study the problems existing in the development of medium & high end customers in commercial banks, and propose countermeasures in line with the development of medium & high end customers in commercial banks, which plays an important role in the sustainable development of China's banking industry and the entire financial market. With the rapid development of China's economy and the increasing disposable income of residents, it has brought a broad market space and huge development opportunities for the retail business of commercial banks. Although the branch QS of Huishang bankhas developed rapidly in recent years, the scale of medium & high end customers is still short-board. In the context of fierce market competition and increasing demand for value-added assets, how to maintain and expand medium & high end customers and adopt targeted marketing strategies to increase the contribution rate of medium & high end customers to banks is a steady development of banks. The key to transformation and upgrading. Therefore, on the basis of relevant marketing theories, the paper analyzes the problems in the marketing of the medium & high end customers of the branch QS of Huishang bank, and formulates a scientific and effective marketing strategy, which can increase the number and proportion of medium & high end customers of the branch QS of Huishang bank. It is of great significance to promote the development of the retail business of the branch QS of Huishang bank. It also has reference significance for the customer marketing work of other domestic commercial banks. This paper, by using the method of literature review, case study and questionnaire survey method, on the basis of the analysis of the domestic and foreign research status, itABSTRACT II analyzes the branch QS of Huishang bank in the medium & high end customers in the marketing process existing problems, and comprehensively analyzed the branch QS of Huishang bank in the medium & high end customers internal and external marketing environment, based on theory of STP, branch QS of Huishang bank in the medium & high end customers market positioning, put forward the suitable for branch QS of Huishang bank in the medium & high end customers marketing strategy, finally from the organization's security, personnel security, system security, financial and technical support, and so on has established the corresponding safeguard measures, The aim is to provide a reliable foundation for the smooth implementation of marketing strategy for medium & high end customers of branch QS of Huishang bank. Key Words： Huishang bank; Medium & high end customers; Marketing strategy徽商银行 QS 支行中高端客户营销策略研究 1 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 文献综述.........................................................................................................2 一、国外文献综述..................................................................................................2 二、国内文献综述..................................................................................................3 第三节 研究内容和研究方法.....................................................................................4 一、研究思路..........................................................................................................4 二、研究内容..........................................................................................................5 三、研究方法..........................................................................................................5 第四节 本文的创新之处.............................................................................................6 第二章 相关概念及理论概述........................................................................7 第一节 相关概念.........................................................................................................7 一、银行中高端客户..............................................................................................7 二、营销策略..........................................................................................................7 第二节 基础理论.........................................................................................................8 一、客户价值理论..................................................................................................8 二、STP 理论及应用..............................................................................................9 三、4Ps 营销理论.................................................................................................10 四、关系营销理论................................................................................................10 第三章 徽商银行 QS 支行中高端客户营销现状调研分析......................12 第一节 徽商银行 QS 支行及中高端客户情况........................................................12 一、QS 支行发展简介..........................................................................................12