商业银行基层行客户经理制再造研究.docVIP

硕 士 学 位 论 文 论文题目 商业银行基层行客户经理制再造研究 摘 要 上世纪后期，随着金融全球化浪潮的冲击，商业银行之间的竞争日趋激烈，银行的经营环境发生了从买方市场向卖方市场的转变。与此同时，客户对金融服务的需求日益多样化、个性化，这迫使银行从“以产品为中心”向“以客户为中心”转变。客户经理制正是在此背景下产生、发展并推广开来的。美国花旗银行首先提出了客户经理这个概念，这是商业银行引入市场营销观念，创新经营理念的成功范例，是为了适应市场和客户需求的变化而推行的一种营销策略。客户经理制经过二、三十年的发展，已经成为当今国际金融界广泛推崇的一种经营管理模式。 我国的商业银行自上世纪末开始陆续接受、实施客户经理制，期间对客户经理制的应用一直处于探索和尝试阶段。从银行具体实践的情况来看，客户经理制的实施虽然取得了一定的成效，但并没有充分发挥出其应有的作用。本文从客户经理制的相关理论研究出发，通过SWOT分析、问卷调查等方法，着重从银行内部的组织管理、人员素质和考核机制等各方面出发，对商业银行基层行—中国工商银行杭州市BS支行在客户经理制实施过程中存在的问题进行实证研究。研究结果显示，BS支行已经初步建立起了以客户经理制为核心的经营管理模式，但是还存在着客户经理的综合素质薄弱、激励机制尚不完善、组织管理不够协调、内控约束和企业文化滞后等问题亟待解决。为此，本文针对以上几方面问题，对BS支行的客户经理制再造提出了一系列切实可行的建议和对策，这对我国商业银行基层行在实践中更好地发挥客户经理制应有的效果将会起到积极的作用。 关键词：商业银行 客户经理制 再造 ABSTRACT With the shocks of financial globalization wave last century later period, the competition between commercial banks become more and more fierce, the operating environment around them changes from buys’ market to sellers’ market. At the same time, the demand for financial services from customers become more diversification and personalized, which force banks complete the change from “Product-Center” to “Customer-centric”. On that conditions, “Client Manager System” formatted, and under such conditions, it developed and promoted. The first one who develops this concept is Citibank, it is a successful model for commercial banks introduce marketing concept and business innovation idea, it is also a good marketing strategy, which adapts the change of market and customers. As a management model, this system has been widely respected by international financial community after about 20~30 years. Client manager system has been accepted by Chinas commercial banks since the last century, at that stage we keep researching and trying it. From the point of banks’ specific practice, although client manager system has achieved some certain results, but it hasn’t play its rightful role fully. This article starting from the theoretical research of client manager system, and thro