我国商业银行客户经理制发展研究

【作者】 温志昕；

【导师】 秦建伟；

【作者基本信息】 郑州大学 ， 工商管理， 2007， 硕士

【摘要】 客户经理制是国内外金融营销领域研究的重点课题，它是商业银行在市场竞争中取得优势的一项核心制度。这项制度“以市场为导向，以客户为中心”，重视客户在银行生存和发展中的作用，注重银行与客户的协同发展。它通过客户经理代表银行与客户直接发生关系，减少了为客户服务的层次，使客户能享受到综合、快捷、高效的服务，得到最大的满意度，进而保持对银行的忠诚。西方国家推行客户经理制的时间比较早，有许多经验值得我们借鉴；而我国商业银行实行客户经理制较晚，有许多需要完善的地方。本文从客户经理制的制度条件、环境、组织架构和客户经理的职能、营销手段及选拔、培养、考核等方面对美国和新加坡商业银行客户经理制先进的管理经验作了深入分析。结合我国商业银行的现实情况，重点剖析了我国商业银行客户经理制实施过程中存在的问题：经营观念、营销理念和管理体制落后，客户经理选拔、考核激励机制不健全，客户经理制缺乏业务指导和配套管理信息支撑，客户经理制面临着营销风险、道德风险、能力风险及跳槽风险等；文章对完善我国商业银行客户经理制提出了对策，包括转变银行经营观念，再造银行业务流程，防范银行经营风险等，并尝试着建立了一套客户经理考核体系。更多还原

【Abstract】 Customer manager is a system by which commercial banks win superiority to others. It is widely studied at home and abroad. This system focuses on markets and customers, values the importance of customer during the survival and development of commercial banks, takes common development of banks and enterprises seriously. It lessens rank order of the service for the customer by direct link between customer managers and customers, supplies comprehensive fast and effective service to let customer feel more satisfied and show loyalty to commercial banks. Customer manager was firstly used in west countries, where more valuable experience is worthy of being studied by US. At present, customer manager was effected by commercial banks in China. During the process, our commercial banks meet many problems. This article begins with the context of the appearance, discusses the content of the customer manager systematically and put forward my proposal to effect our countries customer manager on the basis of the customer manager of US and Hong Kong.This article is composed of four chapters. Chapter one is the summarization of commercial banks customer manager, which analyzes the context and theoretical resource of customer manager, the definition of customer manager, chief content, achieving method and so on. Chapter two is the introduce of the customer manager in US and Hong Kong. Chapter three is the problem of customer manager in commercial bank in China. In chapter four, I put forward my own proposal to effect our customer manager on the basis of my analysis and the experience of US and Hong Kong.更多还原