论兰州市城关区农行高端客户理财服务.pdfVIP

摘 要 随着银监会加快推出银行破产条例，政府不再为银行兜底，国内各大商业银 行竞争程度将日益加剧。客户是企业利润的根本来源，各大银行需要在有限的时 间内尽可能抢占更多的客户资源。而根据著名的“二八法则” ：一个企业的80%的成 果往往来自于其20%的投入。虽然中国的商业银行中高端客户只占客户总量的一 小部分，但是却是银行利润的主要组成部分。因此，本人从兰州农行高端客户角 度出发，进行高端客户理财服务方面的研究，可以有效的针对高端客户制定专业 化的营销策略，有效对客户关系进行管理，从而提高银行的经济利益和持久发展 能力。 [关键词] 高端客户；兰州农行；营销策略 Abstract As China Banking Regulatory Commission speeds up to enact Bank Bankruptcy Ordinance, the government no longer reveal all the details of the bank. The competition in major domestic commercial banks will be intensifying. Customer is the fundamental source of corporate profits, so bans need to seize customer resources in a limited time as many as possible. According to the famous Pareto rule: 80% of the results of a business often comes from its 20% investment. Although high-end customers of Chinese commercial banks only account for small portion of the total, it is a major component of bank profits. From the perspective of high-end customers of Lanzhou ABC, the thesis will study the financial services of high-end customers in order to effectively formulate professional marketing strategy for high-end customers, and manage customer relationships, improving the economic benefits and sustainable development ability of banks. [Key words] High-end customers; Lanzhou Agricultural Bank of China; Marketing Strategy 目录 1 概念及其相关5 1.1 高端客户的界定5 1.2 理财服务的界定和内容5 1.3 相关基础理论5 1.3.1 二八定律5 1.3.2 客户关系管理理论(CRM)5 1.3.3 现代投资组合理论6 1.3.4 生命周期理论6 2兰州农行高端客户服务现状分析6 2.1兰州农行个人理财产品介绍6 2.2 兰州农行ZC支行高端客户对农行利润的贡献度8 2.3 兰州农行高端客户服务中存在的困难和主要问题8 2.3.1 缺乏复合型高素质的专业理财人员9 2.3.2 银行内部硬件设施不健全9 2.3.3产品创新不足，同质化现象严重 9 2.4 兰州农行高端客户服务中遇到的威胁12 2.4.1 金融机构林立，竞争日趋激烈 12 2.4.2 激励措施缺乏，理财人员热情度不够高 12 2.4.3 受到传统理财文化与理财误区的影响13 3. 兰州农行高端客户服务案例分析13 3.1 客户基本资料及营销对策13 3.1.1 客户情况13 3.1.2 营销对策14 3.1.3 理财目标14 3.2 制作综合理财计划报告书14 3.2.1 家庭收支财务分析及必要假设14 3.2.2 客户分析属性分析17 3.2.3 理财规划建议19 3.3