商业银行客户价值管理探析—以广发银行为例

广东东软学院本科生毕业设计（论文）商业银行客户价值管理探析—以广发银行为例Analysis on customer value management of commercial Banks – a case of Guangdong development bank摘 要近年来，随着科技发展，互联网金融行业(如资金融通、P2P、投资、信息中介服务等)得到快速发展，传统商业银行的部分业务正在逐渐被互联网金融企业分流，银行的业务渠道面临着来自如第三方支付等业务渠道的挑战，线上电子银行、掌上银行面临支付宝、微信的巨大竞争压力，线下银行卡收费也和各类手机扫码支付展开了激烈的竞争。在这种环境压力下，我国的商业银行只有充分的了解目标客户与其合作，满足其需求，提高客户对自我的认可度，只有如此，才能在激烈的市场竞争中取得成功。本文通过对商业银行客户价值的现状分析，并运用客户价值管理和企业战略分析方法等理论，强调了客户需求的重要性，面对现代化网络金融的巨大冲击，为使客户充分信任，利用客户价值管理的方法，以此提升企业在同行业的竞争力。深入探究客户价值管理策略，并运用于银行，这对于银行具有重大现实意义。关键词：客户价值管理 客户需求 商业银行 广东东软学院本科生毕业设计（论文）AbstractThe financial industry, in recent years, with the development of science and technology, the Internet, such as financing, P2P, investment, information intermediary services, etc.) to get fast development, the traditional business of commercial Banks are being Internet financial enterprises, the bank's business channel faces the challenges of the business channels such as third-party payment, online electronic banking, handheld Banks face pay treasure, the enormous pressure of competition, WeChat offline payment bank card fees and all kinds of mobile phones also sweep yards launched fierce competition. Under such environmental pressure, Chinese commercial Banks can only succeed in the fierce market competition if they fully understand the target customers and cooperate with them to meet their needs and improve their self-recognition.This paper analyzes the current situ...