受我国经济增速减缓、监管政策趋严、互联网金融高速发展等因素影响，商 业银行间的竞争愈发激烈。兰州农商银行顺应国家深化农村金融改革的形势和要 求，于2015年12月挂牌成立，由于成立时间较晚，现处于向现代化商业银行转 型发展的重要阶段。为了更好地把握市场规律，寻找新的利润增长点，兰州农商 银行制定了打造“零售银行”的战略发展目标，并于2017年提出了“客户经理 队伍建设”的重要举措，以适应当前企业业务营销和拓展的关键任务。但现有的 员工培训工作仍处于无序和低效的状态，也没有形成一套完整的培训体系对客户 经理这一重要岗位的任职人员进行系统培训，直接导致了客户经理队伍综合素质 参差不齐，整体能力水平偏低的状态，怎样提升客户经理队伍整体能力水平和综 合素质成为现阶段亟需解决的问题。因而从实际情况出发，设计一套符合兰州农 商银行现状的客户经理培训体系是十分必要的。 本文以兰州农商银行客户经理培训工作为研究对象，将国内外培训相关的理 论和研究现状作为理论依据，通过实地访谈和问卷调查收集兰州农商银行客户经 理培训现状数据，结合客户经理职责，从企业、岗位和个人三个方面分析兰州农 商银行客户经理培训需求，综合理论研究与实际分析结果设计了培训体系内容。 培训体系包括确认培训需求、制定培训计划、组织培训实施、监督培训过程、效 果评估及反馈和总结及资料归档六个步骤，并从制度建设、企业文化建设及内训 师队伍建设三个方面提出了保障措施，以保障兰州农商银行客户经理培训体系全 面有效实施。 研究所得结论具有较强的可操作性，目的在于解决兰州农商银行客户经理培 训工作无序和低效的问题，使培训工作真正能够取得实效，提升客户经理整体能 力水平和综合素质，进而为兰州农商银行的战略转型发展提供可靠的人才保障。 关键词：客户经理，培训体系，设计 MBA学位论文作者：王婷婷兰州农商银行客户经理培训体系设计研究 II THEDESIGNOFTRAININGSYSTEMFORTHE CUSTOMERMANAGEROFLANZHOURURAL COMMERCIALBANK Abstract Aswiththedecreasingoftheeconomicgrowthrate,stricterregulatorypolicies andtherapiddevelopmentofInternetfinance,thecompetitionamongcommercial Bankshasbecomeincreasinglyintense.Tokeepupwiththenationalsituationand requirementsofdeepeningruralfinancialreform,Lanzhoururalbankwasestablished inDecember,2015.Duetoitslateestablishmenttime,Lanzhoururalbankcurrentlyis facingit’skeystagetotransfertoamoderncommercialbank.Inordertobettergrasp thelawofthemarketandfindnewprofitgrowthpoints,Lanzhoururalcommercial bankhasformulatedastrategicdevelopmentgoalofbuildinga“retailbank”,andput forwardanimportantmeasurementof“customermanagerteambuilding”in2017to adapttothecurrentkeytaskofenterprisebusinessmarketingandexpansion.But currentlytheemployeetrainingworkisstillinadisorderandinefficiencystate,and thereisnotacompletesetoftrainingsystemtotraintheemployeewhoisinthe positionofcustomermanagerwhichisaveryimportantpost.Thoseexistedproblems havedirectlyresulttoanunevenqualityandlowcapabilitycustomermanagerteam. Howtoimprovetheoverallcapabilityandcomprehensivequalityofthehasbecomea urgentproblemtobesolvedatthisstage.Therefore,itisnecessarytodesignasetof customermanagertrainingsysteminlinewiththecurrentsituationofLanzhourural commercialbank. TakingtheLanzhoururalcommercialbankcustomermanagertrainingasthe researchobjective,andthestateofarttrainingrelatedtheoryofdomesticandaboard asthetheoreticalbasis,thispaperanalyzedtherequirementsofthemanagertraining inLanzhoururalcommercialbankinthreeaspectsincludingenterprise,position,and individual.TheresearchwasconductedbyanalyzingthedataofLanzhourural commercialbankcustomermanagertrainingstatuswhichwascollectedby on-the-spotinterviewandquestionnairesurvey.Basedontheanalysisoftheoretical researchandpracticalresults,thisstudyhasdesignedthecontentofthetraining systemwhichininclude6steps:identifyingtrainingrequirements,makingtraining plan,organizingimplementationofthetraining,supervisingthetrainingprocess, trainingeffectevaluationandfeedbackandsummarizingthedocumentsanddata archiving.Toensureagribusinesstheimplementationofthecustomermanager trainingsysteminLanzhoururalcommercialbankinaneffectiveway,thesecurity measurementswereraisedinthreeaspectsincludingteamconstruction,enterprise MBA学位论文作者：王婷婷兰州农商银行客户经理培训体系设计研究 III culturalconstructionaswellasinternaltrainingteamconstruction. Theconclusionofthisresearchhasstrongmaneuverability.Theaimofthis researchistosolvethedisorderlyandinefficientproblemofthebankcustomer managertraininginLanzhoubankcustomermanagersoastomakethetrainingwork canreallyachieveactualeffectandimprovetheoverallcapabilityandcomprehensive qualityofcustomermanager,andfinallyprovideareliablehumanreassurancesto guaranteethestrategictransformationdevelopmentofagribusinessinLanzhoubank. Keywords:Customermanager,Trainingsystem,Design MBA学位论文作者：王婷婷兰州农商银行客户经理培训体系设计研究 IV 目录 中文摘要......................................................................................................I Abstract....................................................................................................II 第一章绪论.............................................................................................1 1.1研究背景与意义............................................................................................1 1.1.1研究背景................................................................................................1 1.1.2研究目的意义........................................................................................1 1.2研究内容及方法............................................................................................2 1.2.1研究内容................................................................................................2 1.2.2研究方法................................................................................................3 1.3研究思路与框架............................................................................................4 1.3.1研究思路................................................................................................4 1.3.2研究框架................................................................................................5 第二章相关概念及理论概述.................................................................6 2.1概念界定........................................................................................................6 2.1.1培训的含义及体系构成........................................................................6 2.1.2培训的分类............................................................................................9 2.1.3培训的方法............................................................................................9 2.2培训相关理论概述......................................................................................11 2.2.1人岗匹配理论......................................................................................11 2.2.2人力资本理论......................................................................................11 2.2.3学习型组织理论..................................................................................12 第三章兰州农商银行客户经理培训现状...........................................14 3.1兰州农商银行概况......................................................................................14 3.1.1基本情况介绍......................................................................................14 MBA学位论文作者：王婷婷兰州农商银行客户经理培训体系设计研究 V 3.1.2兰州农商银行人力资源现状..............................................................14 3.2兰州农商银行客户经理基本情况..............................................................16 3.2.1兰州农商银行客户经理队伍情况......................................................16 3.2.2兰州农商银行客户经理业务范围与职责..........................................19 3.3兰州农商银行客户经理培训现状..............................................................22 3.3.1实地访谈..............................................................................................22 3.3.2问卷调查..............................................................................................25 3.3.3兰州农商银行客户经理培训现状......................................................33 3.3.4兰州农商银行客户经理培训体系设计必要性分析............