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MBA毕业论文_州银行桃林支行中高端客户满意度提升研究PDF

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伴随中国经济的快速发展,居民人均财富水平迅速增长。私人财富市场持续 释放的可观增长潜力和巨大市场价值,使得个人中高端客户成为各商业银行竞相 争取的重要客户资源。根据“二八原则”,20%的中高端客户可为银行带来80% 的经营利润。因此,如何提高在当地个人中高端客户群体中的市场占有率,是目 前各商业银行所面临的重要问题。作为区域性的城市商业银行,兰州银行桃林支 行与本地区同业银行相比,中高端客户总量较少,发展滞后,客户满意度不高, 客户关系管理存在诸多问题,严重影响了企业的发展壮大。因此,本课题以兰州 银行桃林支行为切入点,论如何有效提升中高端客户满意度,更好的挖掘和开拓 个人中高端客户市场,为支行创造更多的经营利润。 本文以国内外商业银行的营销理论和提升客户满意度文献为基础,从行业情 况、市场情况分析了兰州银行桃林支行中高端客户营销现状,并通过调查问卷分 析了中高端客户满意度现状,总结归纳客户满意度存在的问题及成因,并以客户 满意度的基本理论为指导,设计了针对性较强的提升策略,提出提升中高端客户 满意度的措施有:改善服务环境;加强产品创新;提升服务质量;优化服务过程。 最后,为保证兰州银行桃林支行中高端客户满意度提升策略有效实施,特提出相 关保障措施,包括健全组织机构、完善人才培养、建立配套的考核机制、加强科 技创新力度等方面。 本研究将理论分析与实证分析进行深度结合,研究成果兼具一定的理论指导 意义和实践参考价值,因而对提升兰州银行桃林支行中高端客户满意度,提升支 行市场竞争力具有重要的参考价值。 关键词:兰州银行桃林支行,中高端客户,满意度提升 MBA学位论文作者:王洁兰州银行桃林支行中高端客户满意度提升研究 III ResearchonStrategiestoImprovetheSatisfactionof Medium-to-highendCustomersofTaolinBranchof LanzhouBank Abstract WiththerapiddevelopmentofChineseeconomy,thegrowthofresidents’ averageincomelevelhasbeenexplosive.Privatewealthmarkethaskeptreleasing considerablegrowthpotentialandtremendousmarketvalue.Asaresult,commercial bankslaidmoreemphasisonindividualswhoaretheirmediumtohighendclients. Accordingtothefamous20-80Rule,20%ofthemediumandhighendcustomers contributed80%ofoperatingprofittothebank.So,commercialbanksarefacinga particularproblemthathowtoimprovethemarketcompetitivenessofcommercial banksamongthemiddletohighendclientsinlocalarea.Asaregionalcity commercialbank,Comparedwiththepeers,TaolinBranchofLanzhouBankhas fewerresourcesofmediumtohighendclientsanditsdevelopmentrelatively backward.Also,therearemanyproblemsinthemanagementoftherelationship betweenthebankandthosemediumtohighendclients.Thistopicofthisthesistakes TaolinBranchofLanzhouBankasapoint,trytostudyhowtodevelopandexpand themarketofmediumtohighendclientseffectively,andcreategreaterprofits. Basedonmarketingtheoryandclients’managementdocuments,thethesis examinesthecurrentsituationofmarketingstrategyonPlatinumCardclientsof TaolinBranchofLanzhouBank,withanobservationoncommercialbanksand marketperformance.andthroughthequestionnaireanalysisofthecurrentsituationof platinumcardcustomerssatisfaction,sumsuptheproblemsexistinginthecustomer satisfactionandcause,withguidedbythebasictheoryofcustomersatisfaction,and designedthetargetedstrongpromotionstrategy,promotethemainmeasuresas follows:thefirstshapegoodcorporateimage,enhancecustomertrust;Second, strengthenthestaffbusinesslearning,improvetheprofessionalservice;Third, improvechannelservicetoimproveserviceconvenience;Fourth,strengthenproduct innovationtomeetthedifferentiatedneedsofcustomers;Fifth,optimizetheflexible serviceandenhancethecustomerperceivedvalue.Finally,inordertoensurethe MBA学位论文作者:王洁兰州银行桃林支行中高端客户满意度提升研究 IV effectiveimplementationofthestrategyofimprovingcustomersatisfactionof platinumcardinTaolinBranchofLanzhouBank,perfectingpersonneltraining, establishingsupportingassessmentmechanismandstrengtheningscientificand technologicalinnovation.Finally,inordertoensuretheeffectiveimplementationof thestrategyofimprovingcustomersatisfactionofmedium-to-highendCustomersin TaolinBranchofLanzhouBank,perfectingpersonneltraining,establishing supportingassessmentmechanismandstrengtheningscientificandtechnological innovation. Thethesislaysstressonthecombinationoftheoreticalanalysisandempirical research,whichhascertainguidingsignificanceandhighapplicationvalue.Itisa necessaryreferenceforimprovingboththecompetitivenessofTaolinBranchof LanzhouBankandtherelationshipmanagementofPlatinumCardclients. KEYWORDS:TaolinBranchofLanzhouBank,medium-to-highend Customers,ImprovetheSatisfaction MBA学位论文作者:王洁兰州银行桃林支行中高端客户满意度提升研究 V 目录 中文摘要.....................................................................................................II Abstract.....................................................................................................III 第一章绪论................................................................................................8 1.1研究背景与研究意义.....................................................................................8 1.1.1研究背景..................................................................................................8 1.1.2研究意义..................................................................................................9 1.2研究内容与研究方法...................................................................................11 1.2.1研究内容................................................................................................11 1.2.2研究方法................................................................................................12 第二章相关理论基础.............................................................................14 2.1客户满意度相关理论...................................................................................14 2.1.1客户满意度概念....................................................................................14 2.1.2客户满意度测评模型............................................................................15 2.2商业银行客户满意度相关研究...................................................................17 2.2.1商业银行客户满意度影响因素............................................................17 2.2.2商业银行客户满意的价值分析............................................................18 2.2.3商业银行客户满意度提升策略............................................................18 第三章兰州银行中高端客户管理的现状分析.....................................20 3.1兰州银行桃林支行简介...............................................................................20 3.1.1兰州银行简介........................................................................................20 3.1.2桃林支行简介........................................................................................20 3.2中高端客户管理现状分析...........................................................................21 3.2.1客户分层情况........................................................................................21 3.2.2产品持有情况........................................................................................22 3.2.3客户服务情况........................................................................................23 3.2.4信息系统情况........................................................................................25 3.3中高端客户管理现状总结...........................................................................25 MBA学位论文作者:王洁兰州银行桃林支行中高端客户满意度提升研究 VI 第四章兰州银行桃林支行中高端客户满意度调研.............................28 4.1中高端客户满意度调研设计.......................................................................28 4.1.1设计思路................................................................................................28 4.1.2问卷主体调研指标................................................................................28 4.2调研数据分析...............................................................................................29 4.2.1样本数据分析........................................................................................29 4.2.2问卷描述分析........................................................................................31 4.2.3访谈实施与分析.........................................