随着我国金融体制改革的不断发展，银行业机构市场化程度越来越高，整个 金融行业面临着巨大的挑战。国有商业银行作为金融行业最重要的组成部分，阵 痛势必更加猛烈。在过去，国有控股商业银行还拥有较强的政策优势，而在市场 起着决定作用的今天，国有控股商业银行所具有的优势不再明显，各银行同质化 趋势显著，发展和竞争日趋激烈。竞争包含的因素较多，包括银行规模、市场占 比、产品结构、发展战略等方面，但是最核心的还是人才的竞争。 客户经理作为国有商业银行开拓市场的重要的队伍，是银行业务条线良好发 展中非常重要的因素，他们与客户的关系最为密切，掌管的客户资源也最为直接， 他们逐渐成为银行间展开激烈竞争最为紧缺的资源。目前，随着信息的透明化及 传播的迅速化，甘肃省内各同业银行新进驻的机会增多，加之客户经理日常工作 压力大，负能量较多，交通银行甘肃省分行内部客户经理的流动与跳槽现象也更 加突出，直接导致交通银行客户的流失，从而对交通银行甘肃省分行的长远发展 带来负面的影响。因此，在日益激烈的人才争夺环境中，如何留住优秀的客户经 理，降低客户经理的流失率，是当前交通银行甘肃省分行在市场经济转型过程中 面临的一个突出问题。 本文以交通银行甘肃省分行客户经理为研究对象，利用员工流失相关理论， 重点研究客户经理流失以及对策。论文按照如下结构进行：首先，介绍了交通银 行甘肃省分行客户经理流失现状，并通过调查问卷、访谈等方式揭示了客户经理 流失的外部环境因素、组织内部因素以及客户经理个人因素三方面原因。然后， 根据员工流失相关理论，并结合公司发展战略明确员工流失对策的原则和目的， 最后，制定了员工流失的5大对策，分别为完善薪酬绩效体系、拓宽客户经理职 业发展规划、健全客户经理培训机制、提高客户经理满意度以及增强银行内部客 户经理流动性。 通过对交通银行甘肃省分行客户经理流失问题的研究，有助于银行高级管理 人员关注核心客户经理队伍的稳定。通过研究改善人力资源管理方面的问题，有 利于提高客户经理队伍的满意度、改善客户经理的工作积极性和敬业程度，稳定 其他序列员工，有效地发挥人力资源管理的激励作用，从而有效推动交通银行甘 MBA学位论文 作者：李定银 交通银行甘肃省分行客户经理流失及对策研究 II 肃省分行整体绩效的提升，同时也希望这些对策能对其他国有商业银行在解决客 户经理流失问题中提供一些参考。 关键词：客户经理流失，对策 ，交通银行，国有银行 MBA学位论文 作者：李定银 交通银行甘肃省分行客户经理流失及对策研究 III RESEARCH ON CUSTOMER MANAGERS’ DEMISSION AND COUNTERMEASURES OF GANSU BRANCH OF BANK OF COMMUNICATIONS Abstract With the continuous development of China's financial system , the degree of banking marketability is higher than before，and the financial industry is facing with significant challenges. The situation of the state-owned commercial banks which the most important part of the financial industry is grim. In the past, the state-owned commercial banks take full use of special policies by our government to build businesses，but today, with the deep economic reform, the market play a decisive role in resources allocation, the advantages of state-owned commercial Banks are no longer obvious, and the homogenization trend of all banks is significant, and the development and competition are increasingly fierce. Competition includes many factors, including property scale, marketing share, banking business, development strategy, etc., but the most important factor is the competition for talent. The customer managers play very important role in developing market, and are a crucial element of banking business line. They have the closest relationship with customers and are in charge of the customer resources directly. They have become a kind of badly-needed resources，and gradually become the hot competition between banks. At present, as the information is open, transparent, and spread quickly，the competitors in banking are more than before. What’s more, the customer managers get a lot of pressure and negative emotions from their work, so the rate of customer managers demission is high, directly cause customer churn，it had a negative impact on the long-term development of Gansu branch of Bank of Communications. Therefore, in the hot competition for talents, how to retain excellent customer managers and reduce the demission rate of customer managers will be a prominent problem faced by Gansu branch of Bank of Communications during the transition of market economy. MBA学位论文 作者：李定银 交通银行甘肃省分行客户经理流失及对策研究 IV This paper takes the customer managers of Gansu branch of Bank of Communications as the research object, focuses on the reason and the coping strategy of customer managers’ demission based on the relevant theories of employees’ turnover. The structure of this paper as following: Firstly, the situation of customer managers’ demission in Gansu branch of Bank of Communications, then thronging questionnaire and interview reveals the external factor evaluation, internal factor evaluation and personal factor of customer manager demission. Secondly, according to the relevant theories of employees’ turnover and combined with the company development strategy, summarizes the principle of the corresponding countermeasures of customer manager demission, and the countermeasures follows：Improve the payment system, expand career development paths of customer managers, strengthen training system of customer managers, improve satisfaction of customer managers and increase mobility of customer managers within Banks. By researching on the customer managers’ demission in Gansu branch of Bank of Communications, can help customer managers get more attention from bank executives. It also can improve the satisfaction of customer managers , fully excite them job enthusiasm，and stabilize another staff's team，thus effectively improving the performance of Gansu branch of Bank of Communications by studying the human resource management issues. At the same time also hope the countermeasures can solve the problem of customer manages demission at the other state-owned commercial banks. Key words: Customer managers’ demission, countermeasures, Bank of Communications, state-owned Banks MBA学位论文 作者：李定银 交通银行甘肃省分行客户经理流失及对策研究 V 目 录 中文摘要 ·· I Abstract ·· III 第一章 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 研究内容与方法 ·················3 1.2.1 研究内容 ···3 1.2.2 研究方法 ···4 1.3 研究思路与框架 ·················4 1.3.1 研究思路 ···4 1.3.2 论文框架图 5 第二章 相关理论综述 ···· 6 2.1 相关概念界定 ··6 2.1.1 员工流失的概念 ············6 2.1.2 客户经理的概念 ············6 2.1.3 客户经理制度的概念 ······7 2.2 相关理论阐述 ··7 2.2.1 情感管理理论 ···············7 2.2.2 马斯洛需求层次理论 ······8 2.3 人员流失研究模型 ··············9 2.3.1 马奇和西蒙模型 ············9 2.3.2 普莱斯模型 ················ 10 2.4 研究综述 ······ 12 MBA学位论文 作者：李定银 交通银行甘肃省分行客户经理流失及对策研究 VI 2.4.1 国外研究概述 ············· 12 2.4.2 国内研究概述 ············· 13 第三章 交通银行甘肃省分行客户经理流失现状及原因分析 ········ 15 3.1 交通银行甘肃省分行简介 ··· 15 3.1.1 公司背景 · 15 3.1.2 人力资源现状 ············· 16 3.1.3 客户经理队伍概况 ······· 18 3.2 交通银行甘肃省分行客户经理流失现状分析 ··············· 25 3.2.1 客户经理流失数量分析 · 25 3.2.3 客户经理流失带来的影响 ················ 27 3.3 交通银行甘肃省分行客户经理流失原因相关人员访谈··· 29 3.3.1 访谈目的 · 29 3.3.2 访谈设计 · 29 3.3.3 访谈对象 · 29 3.3.4 离职客户经理访谈结果 · 30 3.4 交通银行甘肃省分行人员流失原因综合分析 ··············· 32 3.4.1 外部环境因素 ············· 32 3.4.2 银行内部因素 ············· 34 3.4.3 个人因素 · 36 第四章 交通银行甘肃省分行客户经理流失的应对策略 ·············· 38 4.1 应对策略构建的原则 ········· 39 4.2 应对策略构建的目的 ········· 39 4.3 在职客户经理满意度调查 ··· 39 4.4 客户经理流失应对策略 ······ 41 4.4.1 完善客户经理薪酬绩效体系建设 ······· 41 4.4.2 拓宽客