EMBA学位论文
作者：邓雪娟
A银行深圳分行对公大客户关系管理策略优化研究
A银行深圳分行对公大客户关系管理策略优化研究
中文摘要
金融行业逐渐成为我国经济发展的支持产业，并不断增强国民经济的金融服
务能力。作为金融行业的主导力量，银行业是否能够健康稳定发展，对整个行业
都具有重要的意义。对公大客户是银行业持续创收增效的重要保障，能够有效支
撑银行收益，并促进银行存款、中间业务、贷款等业务顺利开展。可见，对公大
客户关系开发和维护有利于银行稳健性开展相关活动。随着数字经济及金融科技
的突破性发展，对公大客户对银行业创新性需求越要越高。这就需要银行不断地
适应经济环境的变化，也要提高对对公大客户的关系管理，提升行业竞争优势，
为维护好对公大客户关系的同时，进一步开发优质的对公大客户。
本文将A银行深圳分行作为研究对象，探索其在对公大客户关系管理中的问
题与不足，并提出可行性的关系管理策略。首先，对对公客户及客户关系管理理
论进行系统梳理，为研究对公大客户关系管理策略优化提供理论基础。其次，详
细介绍了A银行深圳分行对公大客户关系管理的现状，重点描述了不同类型对公
大客户，形成了识别、开发、维护、挽留的管理策略。然后，通过调查问卷的方
法对A银行深圳分行对公大客户特征、服务满意度、需求情况进行了调查，归纳
出不同类型对公大客户的需求特征和偏好特征。最后，提出了A银行深圳分行对
公大客户关系策略的优化方案及保障措施。
研究认为，A银行深圳分行当前对公大客户营销渠道建设不到位、对公大客
户差异化营销不精细、对公大客户全方位分析不到位、对公大客户业务流程环节
不合理等一系列问题。建议是深圳分行对大客户进行细分并进行差异化关系管
理；针对不同类型的对公大客户，不断识别、开发、维护、挽留策略；对不同类
型客户服务内容、服务标准以及需求机制上进行关系管理策略优化实施；通过管
理流程、激励机制、人才队伍及平台系统的优化，保障A银行深圳分行对公大客
户管理策略的实施。通过本文的研究，可为A银行深圳分行不同类型大客户关系
实施差异化管理提供指导，为希望为其他商业行业在维护对公大客户关系方向提
出一定的参考。
关键词： A银行深圳分行；对公大客户；关系管理策略；优化
I
EMBA学位论文
作者：邓雪娟
A银行深圳分行对公大客户关系管理策略优化研究
OPTIMIZATIONONTHESTRATEGYOFBUSINESS
CUSTORMERRELATIONSHIPMANAGEMENTPINGAN
BANKSHENZHENBRANCH
Abstract
The financial industry has gradually become the supporting industry of China's
economic development, and constantly enhance the financial service capacity of the
national economy. As the leading force of the financial industry, whether the banking
industry can develop healthily and stably is of great significance to the whole industry.
It is an important guarantee for the banking industry to continuously generate income
and increase efficiency. It can effectively support the income of the bank and promote
the smooth development of bank deposits, intermediary business, loans and other
businesses. It can be seen that the development and maintenance of the relationship
between large public customers is conducive to the soundness of banks to carry out
relevant activities. With the breakthrough development of digital economy and fintech,
the demand for innovation of the banking industry from large corporate customers is
becoming higher and higher. This requires banks to constantly adapt to the changes in
the economic environment, improve the relationship management of corporate key
accounts, enhance the industry competitive advantage, in order to maintain a good
relationship with corporate key accounts, and further develop high-quality corporate
key accounts.
This paper takes A Bank Shenzhen Branch as the research object, explores its
problems and deficiencies in corporate customer relationship management, and puts
forwardfeasible relationshipmanagementstrategies. Firstofall,the paper
systematically combs the theory of corporate customer relationship management and
provides a theoretical basis for the optimization of corporate customer relationship
management strategy. Secondly, it introduces in detail the status quo of A Bank
Shenzhen Branch's relationship management with corporate key customers, focusing
on the description of different typesof corporate key customers, forming the
management strategy of identification, development, maintenance and retention. Then,
through the method of questionnaire survey, the characteristics, service satisfaction
II
EMBA学位论文
作者：邓雪娟
A银行深圳分行对公大客户关系管理策略优化研究
and demandof A BankShenzhen Branch areinvestigated, and the demand
characteristics and preferencecharacteristics of different types oflarge public
customers are summarized. Finally, the optimization scheme and safeguard measures
of A Bank Shenzhen Branch's relationship strategy with big corporate customers are
put forward.
According to the research, A Bank Shenzhen Branch currently has a series of
problems, such as inadequate marketing channel construction, imperfect differentiated
marketing, inadequate all-round analysis and unreasonable business processes for
large corporate customers. It is suggested that Shenzhen Branch should subdivide key
customers and carry out differentiated relationship management. Identify, develop,
maintain and retain strategies for different types of corporate key accounts; Optimize
the implementation of relationshipmanagement strategy for different typesof
customer service contents, service standards and demand mechanisms; Through the
optimization of management process, incentive mechanism, talent team and platform
system, to ensure the implementation of A Bank Shenzhen Branch's management
strategy for corporate key accounts. Through the research of this paper, it can provide
guidance for A Bank Shenzhen Branch to implement differentiated management of
different types of key account relationship, and provide some reference for other
commercial industries in maintaining the relationship with corporate key account.
Key words: A Bank Shenzhen Branch; Big corporate customers; Relationship
management strategy; Optimize
III