摘要
客户是商业银行赖以生存和发展的基础,建设客户服务线是商业银行实现可持续发展的关键。本文以中国工商银行宁波市分行为例,详细描述了商业银行客户服务线的内涵,阐述了商业银行客户服务线建设的必要性,分析了该行客户服务线建设的现实基础及面临的问题。本文认为,建设客户服务线必须在转变经营理念、客户发展策略、服务渠道建设、客户关系维护、产品营销方式、各项机制创新等方面下工夫。本文对商业银行建设客户服务线、提高各项业务经营水平、增强盈利能力、提升核心竞争力具有较大的参考和应用价值。
Customers are the basis for commercial banks to survive and develop, and establishing customer service line is the key to obtaining sustainable development. With the case of ICBC Ningbo Branch, the paper describes the connotation of commercial bank's customer service line in detail, and expounds the necessity to establish customer service line, the realistic basis and possible problems. The paper argues that establishing customer service line must be furthered in several important aspects at the same time, such as the change of operation philosophy, strategies of client development, service channel construction, customer relationship maintenance, approaches to marketing products and mechanism innovation. The paper can provide valuable reference for commercial banks to establish customer service line, improve the operation level of whole business line, strengthen their profitability and enhance their core competence.
出处
《金融论坛》
CSSCI
北大核心
2010年第2期67-73,共7页
Finance Forum