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  本文關(guān)鍵詞： 交叉銷售 中端零售客戶 客戶關(guān)系管理 消費者行為　出處：《安徽大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：我國實行改革開放政策以來,居民財富不斷聚集,國內(nèi)一個收入穩(wěn)定、中高凈值的零售銀行客戶群體已經(jīng)形成。這類客戶在銀行零售客戶總數(shù)中占極少的比例,卻占據(jù)著銀行一半以上的個人金融資產(chǎn),地位舉足輕重。然而,此類客戶中,金融資產(chǎn)在10-100萬區(qū)間的中端零售客戶又占大多數(shù),100萬以上的高端客戶數(shù)量稀少,且各家銀行搶挖嚴重。所以中端零售客戶的維護越來越受到商業(yè)銀行的重視。但是,相對于緊缺的營銷人員,中端零售客戶群體仍然龐大,需要合理、統(tǒng)籌、高效的維護和營銷方法。交叉銷售是關(guān)系營銷的一個重要應(yīng)用領(lǐng)域,在金融系統(tǒng)中越來越得到重視。通過交叉銷售,一方面客戶購買了新的產(chǎn)品,與金融機構(gòu)的關(guān)系更加穩(wěn)固;另一方面,金融機構(gòu)以較低成本銷售了自己的產(chǎn)品,獲得了收益;所以交叉銷售是一種高效的客戶維護和營銷方法。但其作為一種新興營銷方法,各商業(yè)銀行均在摸索,應(yīng)用成效良莠不齊。本文選取農(nóng)業(yè)銀行A支行作為案例,研究針對該行中端零售客戶群體如何高效開展交叉銷售的方法。本文分析了宏觀環(huán)境、支行客戶結(jié)構(gòu)及交叉銷售開展現(xiàn)狀,運用客戶關(guān)系管理的相關(guān)理論知識,指導(dǎo)強化支行交叉銷售的客戶基礎(chǔ);運用消費者行為學(xué)中的相關(guān)理論知識,指導(dǎo)支行緊抓營銷過程,提高營銷效果。并在措施實施后,持續(xù)根跟蹤一年時間,檢驗客戶層級、資產(chǎn)、產(chǎn)品結(jié)構(gòu)的優(yōu)化情況,驗證措施的有效性。本文認為,強化客戶關(guān)系管理是開展交叉銷售的基礎(chǔ)。銀行營銷人員通過多種互動方式密切與客戶的聯(lián)系,并立足于數(shù)據(jù)庫,熟練使用銀行CRM系統(tǒng),制定產(chǎn)品組合營銷策略,篩選客戶、挖掘客戶、積極開展精準營銷,可以高效識別交叉銷售的機會,并為銷售作好前期準備。同時,本文認為消費者行為模型對于提高交叉銷售成功率有重要指導(dǎo)意義。銀行營銷人員立足于客戶消費行為的特征、心理,分析,引導(dǎo)決策,并在決策過程中層層把握,正向刺激,制造錨定與框架效應(yīng),可有效提升交叉銷售的成功率。本文是商業(yè)銀行如何進行高效交叉銷售的一次重要探索。在對交叉銷售這種新興的營銷方式進行研究的同時,將銀行重點維護的目標客戶群體,由傳統(tǒng)的高端客戶轉(zhuǎn)而瞄準中端零售客戶,并引入消費者行為模型來指導(dǎo)提升交叉銷售的效果,具有較強的創(chuàng)新性,對商業(yè)銀行零售客戶的維護和拓展有積極的指導(dǎo)意義。
[Abstract]:Since the implementation of the policy of reform and opening to the outside world in China, the wealth of the residents has been continuously gathered, a stable income in the country and a group of retail bank customers with medium to high net worth have been formed. These customers account for a very small proportion of the total number of retail customers in the banks. But they account for more than half of the bank's personal financial assets, and play an important role. However, the majority of such customers are middle-end retail customers with financial assets in the 10-1 million range, and the number of high-end customers above 1 million is scarce. Therefore, commercial banks pay more and more attention to the maintenance of middle end retail customers. However, compared with the shortage of marketers, the middle end retail customers are still large and need to be reasonable and as a whole. Efficient maintenance and marketing methods. Cross-selling is an important application field of relationship marketing, which is paid more and more attention in the financial system. Through cross-selling, on the one hand, customers buy new products, and the relationship with financial institutions is more stable; On the other hand, financial institutions sell their products at a lower cost, making a profit; so cross-selling is an efficient customer maintenance and marketing method. But as a new marketing method, commercial banks are groping for it. This paper chooses Agricultural Bank A as a case to study the method of how to carry out cross-selling effectively for the retail customer group in the middle end of the bank. This paper analyzes the macro environment. The customer structure and the current situation of cross-selling of the branch bank, using the relevant theory knowledge of customer relationship management, guiding and strengthening the customer base of cross-selling of branch bank, applying the relevant theory knowledge of consumer behavior, instructing the branch bank to grasp the marketing process, Improve the marketing effect. And after the implementation of the measures, continue to root tracking for one year, test customer level, assets, product structure optimization, verify the effectiveness of the measures. Strengthening customer relationship management is the basis of cross-selling. Bank marketers are closely connected with customers through a variety of interactive ways, and are based on databases, skillfully use bank CRM system, formulate product combination marketing strategies, and screen customers. Excavate the customer, carry out the accurate marketing actively, can identify the opportunity of cross-selling efficiently, and prepare for the sale in the early stage. At the same time, This paper holds that the consumer behavior model has an important guiding significance in improving the success rate of cross-selling. Bank marketers are based on the characteristics, psychology, analysis, and guidance of customer's consumer behavior, and grasp them in the decision-making process. Manufacturing anchoring and frame effect can effectively enhance the success rate of cross-selling. This paper is an important exploration of how commercial banks carry out cross-selling efficiently. It is innovative to change the target group of bank maintenance from the traditional high-end customers to the middle end retail customers, and introduce the consumer behavior model to guide and enhance the effect of cross-selling. Commercial bank retail customer maintenance and expansion has positive guiding significance.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F832.33

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相關(guān)期刊論文 前1條

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本文編號：1508104