自改革开放后，银行走上高速发展快车道，其作为一国经济重要金融机构， 作用不可取代。银行作为我国现代社会发展过程中的特殊金融机构，对国民经济 发展起到了积极的推动作用。近年来中国银行业金融机构总资产持续增长，2019 年中国银行业金融机构总资产达32,779,914亿元，较2018年增加了2,342,970 亿元。在中国经济快速发展与持续增长过程中，银行业也得到了长久地发展。在 商业银行发展的过程中，大客户起到了非常重要的作用，对银行的营收和利润的 大小起着决定性作用，大客户业务发展壮大，需求层次更多样，同时，整个金融 行业也迎来了全行性的服务水平的提升，在这种复杂的情况下，给银行带来了很 大的挑战，也提出了更高的要求。 本篇论文主要是运用PEST、五力模型的分析方法，详细分析了A银行NC 分行的大客户营销环境、目前的服务现状和存在的问题，提出了优化A银行NC 分行在为大客户提供服务的过程中的7P营销策略，并且给出了一套保障措施， 以此保障大客户营销战略的实施和落地。 论文经研究认为，A银行NC分行目前大客户营销的主要问题在于产品结构、 产品价格、销售渠道、促销手段、岗位分配、特征展示和承诺无法及时兑现等方 面不足。论文提出，A银行NC分行要在监管机构的监督下，把内部环境和外部 环境相结合，理论与各个银行的实际情况相结合，找准自己独有的特殊优势，开 发自己的独有领域，开发出符合自己特色和优势的金融产品，将营销中的相关营 销策略一以贯之，不断坚持下去，坚持把客户的需求和体验放在第一位，以提升 客户满意度为中心，抓住客户的痛点和需求，保障分行大客户营销业务更有效地 开展。 关键词：大客户；A银行NC分行；7P营销；优化策略；保障措施 Abstract II Abstract Afterthepolicyofthereformandopeningup,bankshaveheadedtowardrapid developmentstage,whichisaneventfulfinancialorganizationinChina'seconomy, anditsroleisirreplaceable.Asaspecialeconomicorganizationofcreditandpayment media,banksplayasignificantroleinthedevelopmentofnationaleconomy.Inrecent years,thetotalassetsofChina'sbankingfinancialorganizationshavegotsustainable growth.In2019,thetotalassetsofChina'sbankingfinancialorganizationsachieved 3,277,991.4billionYuan,anincreaseof234,297billionYuancomparedwith2018.In theprocessofrapideconomicdevelopmentandsustainedgrowth,bankingindustry hasalsogotalongtermprogress.Intheprocessofcommercialbankdevelopment, keycustomersplayaleadingroleinthesizeofthebank'ssalesandprofits.Withthe growthofkeycustomerbusiness,thelevelofdemandismorediversified.Meanwhile, thefinancialindustryalsousheredintheimprovementoftheservicelevel.Inthis complicatedsituation,itbringsgreaterchallengestothebankandalsoputsforward highrequirements. ThispapertakesNanchangBranchofAbankasanexample,extendingfrom branchtobank,whichbringsthereferencefunction.Thispapermainlyusespestand fiveforcemodelanalysismethods,analyzesthemarketingenvironment,currentstatus andexistingproblemsofNCBranchofAbankindetail,andsubmit7pmarketing strategyintheprocessofoptimizingtheserviceofkeycustomersofNanchang BranchofAbank,andgivesthesafeguardmeasurestoguaranteetheimplementation ofthebranch'skeycustomermarketingstrategy. Thepaperconcludedthatthemainproblemsofmajorcustomermarketingat BankA'sNCBranchareproductstructure,productprices,saleschannels, promotionalmethods,jobassignments,featuredisplayandpromisesthatcannotbe fulfilledintime.ThepapermentionsthattheNCbranchofBankAmust,underthe A银行NC分行大客户营销策略优化研究 III supervisionoftheregulatoryagency,combinetheinternalandexternalenvironmental conditionsandthecurrentmarketingstatusofthebranch,givefullplaytoitsown uniqueadvantages,developuniquefield,developedinaccordancewiththeir characteristicsandadvantagesoffinancialproducts.Thebankshouldexecute marketingstrategy,takingtheneedsandexperienceofcustomersinthefirstplace, seizingthepainpointsandneedsofcustomers,toensurethatthebranchmarketing businesswithkeycustomersmoreeffectively. Keywords:keycustomers；NCBranchofAbank；7Pmarketingstrategy； optimizationstrategy；Safeguardmeasures IV 目录 摘要..............................................................................................................................I Abstract......................................................................................................................II 第一章绪论..................................................................................................................1 1.1研究背景.............................................................................................................1 1.2研究目的和意义.................................................................................................2 1.3国内外文献综述.................................................................................................3 1.3.1国外研究现状..............................................................................................3 1.3.2国内研究现状..............................................................................................4 1.3.3文献评述......................................................................................................5 1.4研究内容和方法.................................................................................................6 1.4.1研究内容......................................................................................................6 1.4.2研究方法......................................................................................................7 第二章概念界定与理论基础......................................................................................8 2.1概念界定.............................................................................................................8 2.1.1银行大客户..................................................................................................8 2.1.2银行大客户管理..........................................................................................8 2.2理论基础.............................................................................................................9 2.2.1大客户管理理论..........................................................................................9 2.2.27P营销理论................................................................................................10 第三章A银行NC分行大客户发展概况与营销环境分析........................................13 3.1A银行NC分行发展概况.................................................................................13 3.1.1分行基本情况介绍....................................................................................13 3.1.2分行大客户业务介绍................................................................................14 3.2A银行NC分行大客户营销环境分析.............................................................15 3.2.1外部环境PEST分析..................................................................................15 3.2.2产业环境五力模型分析............................................................................16 第四章A银行NC分行大客户营销现状与问题分析..............................................18 4.1A银行NC分行大客户营销策略现状分析.....................................................18 A银行NC分行大客户营销策略优化研究 V 4.1.1现行营销策略分析....................................................................................18 4.1.2现行营销特点分析....................................................................................19 4.2A银行NC分行大客户问卷调查及访谈分析................................................20 4.2.1A银行NC分行客户问卷调查.................................................................20 4.2.2A银行NC分行营销人员访谈.................................................................25 4.3A银行NC分行大客户营销问题分析.............................................................26 4.3.1大客户产品结构单一................................................................................27 4.3.2大客户产品定价不匹配............................................................................28 4.3.3大客户营销渠道不丰富............................................................................28 4.3.4大客户营销促销方式不匹配....................................................................29 4.3.5营销人员岗位分配不均匀...................................................................