毕业论文-我国商业银行对个人高端客户的营销策略及维护研究_精品.docVIP

（2011届） 毕业论文（设计） 题 目：我国商业银行对个人高端客户的营销策略 及维护研究 姓 名： 专 业： 金融学 班 级： 学 号： 指导教师： 导师学科： 导师职称： 摘 要 本文通过对商业银行高端客户的研究与讨论，说明了高端客户对商业银行生存和发展起着至关重要的作用。本文从个人高端客户的界定及特征入手，再进一步分析商业银行对个人高端客户所采取的营销策略。运用举例分析法分别对所采取的营销策略进行详细阐述。进而发现商业银行在个人高端客户营销中存在的问题：如营销观念落后，金融产品同质化，客户经理素质偏低等。面对这些问题提出针对性的对策及建议：提高营销观念，不断创新，树立自己的品牌，提高客户经理的职业素质等。最后，面对同业间的激烈竞争，各大商业银行想要留住自己的原有客户，特别是一些优质的个人高端客户，必须以个人高端客户的需求为出发点，提供个性化的增值服务，使他们对产品及服务产生认同感。维系好个人高端客户的满意度，忠诚度仍然是各大商业银行努力的方向之一。 关键词：ABSTRACT The article high-end customers of commercial banks, research and discussion, explanation of the high-end customers on the survival and development of commercial banks play a vital role. This article from personal high-end clients, definition and characteristics of further analysis of individual high-end customers of commercial Banks adopted by marketing strategy. Use respectively, for example analysis of the marketing strategy adopted are expounded. Then found that commercial Banks in individual high-end customer marketing problems: such as marketing concepts backward, financial product homogeneity, customer manager quality is low, etc. Facing these questions pertinent countermeasures and Suggestions: to improve marketing concepts, continuous innovation, and establish their own brand, improve customer managers professional quality, etc. Finally, facing the fierce competition in the interbank, each commercial Banks want to retain their original customers, especially some quality individual high-end clients with individual, must high-end customer demand as the starting point, and provide personalized service, make their products and services have identity. Maintain good personal high-end customer satisfaction