摘要
本文分析了客户金融消费行为的影响因素和行为特征、商业银行提升高端客户拓展能力的要点。在对某分行进行调查的基础上,通过统计数据分析,发现财富客户具有以下行为特征:风险偏好多数为平衡型;稳定的客户持有基金、理财、保险、债券的比例较高;通过柜台和网银进行转账交易的比例较高;有客户经理维护时的客户稳定性高于无维护时,这些客户买入的理财产品占全部财富客户的六成以上,其中基金占六成以上。为了进一步维护和发展财富客户,商业银行应该细分客户群,发掘最有价值客户,为客户提供精细化服务,发挥渠道的合力和团队的合力作用。
The paper analyzes factors and features of customers＇ financial consumption behavior and the essentials of improv- ing the capability of commercial banks to expand high-end customers. On the basis of an investigation into a branch, the statis- tical results show the following behavior features of wealth management customers： most of them have a balanced risk prefer- ence; the asset allocation proportion of stable custmners in fund, wealth management products, insurance and bonds is high; the proportion of trading through counter and E-banking is high; when customer managers actively maintain customer relationships, the stability of customers is improved; wealth management products purchased by maintained customers account for more than 60% of that purchased by whole wealth management customers, 60% of which are fund. To further maintain and develop wealth management customers, commercial banks should segment customer groups, exploit most valuable customers, provide meticulous service for customers and try to play the functions of integrated channels and teams.
出处
《金融论坛》
CSSCI
北大核心
2011年第3期58-63,共6页
Finance Forum
关键词
商业银行
财富客户
金融消费行为
发展策略
commercial bank
wealth management customer
financial consumption behavior
development strategy
