随着经济发展新常态的到来，银行面临着一系列的挑战，各大银行纷纷谋求 业务转型以应对新形势，郑州市域内各商业银行将大客户视为重要竞争点。邮储 银行郑州ZX支行自成立以来，积极落实普惠金融政策对郑州市内实体企业、重 点民生项目、助力企业复工复产做出了应有的贡献。同时，该行公司业务部经过 多年的努力发展，客户基础得到夯实，客户群体和业务结构日益多元化，创新能 力不断提高，并对分层营销体系逐步进行完善，提高了公司大客户服务水平以及 管理水平。然而基于内外部因素的影响，如今邮储银行郑州ZX支行的公司大客 户营销依然存在不足之处，为更好的适应当前全新的环境和行业竞争，需要动态 调整自身的营销策略。 基于以上背景，本文借助4C营销理论以及问卷调查做出以下相关研究：一 是运用文献研究法和实证研究法，通过线上问卷调查、线下实地访谈的方式，获 取了ZX支行公司大客户营销现状的第一手资料。二是在获得相应的资料之后， 确定本文理论依据为4C理论，并运用4C理论对ZX支行公司大客户营销现状进 行了分析，采用SWOT法分析了ZX支行的营销环境，运用漏斗模型对ZX支行公 司大客户营销效果进行评估并分析了公司大客户访谈结果。三是从客户需求、客 户总成本、客户便利程度、客户关系维护四个方面总结出ZX支行公司大客户营 销目前存在的问题以及问题产生的原因，进而根据问题提出了对ZX支行公司大 客户营销策略改进的可操作性建议。 通过本论文的研究，能够为ZX支行公司大客户营销乃至郑州市其他商业银 行在大客户营销方面提供有益参考，并为丰富市场营销理论做出贡献。 关键词：商业银行；公司大客户；效果评估；营销策略 II Abstract With the arrival of the "new normal" of economic development, Banks are faced with a series of challenges. Major Banks have been seeking business transformation to cope with the new situation. Commercial Banks in Zhengzhou regard big customers as an important competitive point. Since its establishment, ZX Sub-branch of Postal Savings Bank of Zhengzhou has made due contributions to the implementation of financial inclusion policies for entity enterprises, key livelihood projects and the resumption of work and production of enterprises in Zhengzhou. At the same time, after years of efforts in the development of the bank's corporate business department, the customer base has been consolidated, the customer group and business structure has become increasingly diversified, the innovation ability has been constantly improved, and the hierarchical marketing system has been gradually improved, improving the company's key customer service level and management level. However, due to the influence of internal and external factors, there are still deficiencies in the key customer marketing of ZX Sub-branch of Zhengzhou Postal Savings Bank. In order to better adapt to the new environment and industry competition, it is necessary to dynamically adjust its own marketing strategy. Based on the above background, this paper makes the following relevant researches with the help of 4C marketing theory and questionnaire survey: First, it USES literature research and empirical research methods, and obtains the first-hand information about the marketing status of key customers of ZX Branch company through online questionnaire survey and offline field interview. After the second is to get the corresponding data, determine the theoretical basis for the 4 p theory, this paper use 4 p theory and big customer marketing status quo of ZX branch company is analyzed, using the SWOT method to analyze the ZX branch marketing environment, using the funnel model to evaluate effect of ZX branch company big customer marketing and analyzes the company big customer interview results. Third, it summarizes the current problems in key customer marketing of ZX Branch company and the causes from four aspects, including customer demand, total customer cost, customer convenience and customer relationship maintenance, and then puts forward III operational Suggestions to improve the marketing strategy of ZX Branch company big customer. Through the research of this paper, it can provide beneficial reference for the key customer marketing of ZX Branch company and other commercial Banks in Zhengzhou in terms of key customer marketing, and make contributions to enrich the marketing theory. Key words: Commercial Banks; The company big customers; performance evaluation; The marketing strategy IV 目 录 摘要............................................................................................................................. I ABSTRACT .................................................................................................................. II 1 绪论............................................................................................................................ 1 1.1 研究背景................................................................................................................. 1 1.2 研究意义.......................................................................................................... 1 1.2.1 理论意义................................................................................................ 1 1.2.2 实践意义................................................................................................ 2 1.3 研究内容.......................................................................................................... 3 1.4 研究方法.......................................................................................................... 3 1.5 数据来源.......................................................................................................... 4 2 理论基础与文献综述................................................................................................ 6 2.1 相关概念与理论基础...................................................................................... 6 2.1.1 相关概念................................................................................................ 6 2.1.2 理论基础................................................................................................ 7 2.2 国内外文献综述.............................................................................................. 7 2.2.1 市场营销理论的演变与引进................................................................ 8 2.2.2 大客户营销研究.................................................................................... 9 2.2.3 银行公司大客户营销研究.................................................................. 10 3 ZX支行公司大客户营销环境及现状 .................................................................... 12 3.1 ZX支行简介及大客户划分标准 .................................................................. 12 3.1.1 ZX支行简介 ........................................................................................ 12 3.1.2 邮储银行郑州ZX支行公司大客户划分标准 .................................. 12 3.2 ZX支行公司大客户营销环境SWOT分析 ................................................. 12 3.2.1 内部优势.............................................................................................. 12 3.2.2 内部劣势.............................................................................................. 13 3.2.3 外部机会.............................................................................................. 13 3.2.4 外部威胁.............................................................................................. 14 3.3 ZX支行公司大客户营销现状分析 .............................................................. 14 3.3.1 客户需求.............................................................................................. 15 V 3.3.2 客户总成本.......................................................................................... 17 3.3.3 客户便利度.......................................................................................... 18 3.3.4 客户关系维护...................................................................................... 18 3.3.5 公司大客户流失情况分析.................................................................. 19 4 ZX支行公司大客户营销存在的问题 .................................................................... 24 4.1 客户需求挖掘不充分.............................