Research On Mode Of Key Account Management In The Commercial Bank

The key account is that brings most income for bank in the commercial bank customer's community, the commercial bank wants to obtain the advantage in the competition, the most important is to keep the existing, and attract continuously new and latent key account, After our country financial industry open outward, which focus that local and foreign bank fight is key accounts. How adopt to the strategy of aim at direction to the key customer carries on management that is the topic of the new emergence to customer relationship management in the commercial bank, This text mainly studies the commercial bank adopt mode that manage to the key accounts.Income, customer'the whole life value measure, the customer subdivide, the structure of organization, the cross customers'marketing and the credit and risks guard against mechanism are the foundation of establish key account manage mode. According to valid combination of parts get a key account's total structure of the management mode. The thesis think widespread adopt VIP customer's department and account manage system manage key account in the local commercial bank, and organize the structure don't make the big fluctuation premise, which build up the matrix system that goes three layers VIP department with the head, branch and ground class to combine the many-to-many mode of key customer-manager team, replace the connection between a customer's manager and key customer with the management of the team. Adopt that mode reduce risk of the operation and management.This text mainly is constitute three parts, the first part includes the first and second chapters, this part mainly elaborate the background and choose meanings and the principle involves to on the thesis. the thesis emphasize on the review about development the history of customer relationship management and the key accounts domestic and international research, Induce key account management's the direction of develop, from value of customer to customer'the whole life value to define and distinct key account's value.The second part include third and fourth chapter, the parts first summary foreign financial industry mode and method that customer subdivide current commercial banks, Consequently, suggest the improvement method that measure key account's value combine with customer'the whole life value in the commercial bank, generalize our national commercial bank situation on key account management, the...