Study On Innovation And Operabtion Mechaniqm For Key Coustomers MManagement Of Commercial Bank

The Key Customers discussed in this thesis, refers to particularly 5% of the top of the customers namely they are regarded strategically as the most important customers by the vendors in the industrial market. The Key Customers Management (KCM), a strategic management methods employed by the vendors, is to satisfy the customers'specific needs by means of continually providing them with customized goods or services so as to increase the degree of customer's loyalty. The highly related core questions of Key Customers Relationship Management of the identification and classification of the potential Key Customers in the bank, maintenance of team of customer manager on the Key Customers and withdrawal timing of the commercial bank's Key Customers etc were researched deeply in this thesis. The research put forward the basic method of the identification and classification of potential customers, designed the model of team management of key customers manager and established the operation mechanism of withdrawal timing of the commercial bank's Key Customers. The main contents included: 1) Marketing scheme of the identification and classification of the potential Key Customers The author discussed the concrete method of the identification of potential customers from huge historical transaction information of customer in the bank using the technology of data mining of related analysis, analysis of time series, cluster's analysis and classification method etc, and proposed the basic mode of the identification of the potential Key Customers in the bank. Furthermore, the five important factors of the identification of the potential Key Customers in the bank were analyzed and the tactics of management and market of key customers through the mean of Key Customers Management was put forward in this thesis. Many scholars studied the identification methods of customers'behavior by the technology of data mining in the world. However, the findings seldom involved the identification and market of potential Key Customers in commercial banks. The findings of this thesis was very important for commercial banks to explore new customer resources and customized the effective market scheme. 2) The design of the model of team management of key customers manager Confronted with the drain of Key Customers in current marketing of key customers'managers, the incentive model of customer's managers was established based on the mode of team management in this research. Moreover, the relevant nature of models was derived and the real example is examined. The conclusion indicated the new management mode is more effective than the traditional mode. The literatures on customer managers of banks mostly focused on qualitative description and policy advices, and lack of profound study on the risk due to customers'managers fired. The author proposed the motivation system of key customers'manager based on the mode of team management that may decrease the loss of customers'drain due to the demission of customers'manager through the model of team management of key customers. 3) Mechanism of withdrawal timing of the commercial bank's Key Customers The three mistakes about the understanding of key customers in commercial banks were discussed in this thesis. The author summarized the firms'characteristics of in decline phase using the theory of enterprise's Life Cycle. The four approaches of reducing the risks caused by the Key Customers were put forward by the case study of CNOOC's bid for Unocal. The scholars generally thought that the key customers could bring the enormous profits to firms, but ignore the risk caused by key costumers. This research analyzed deeply the key customer's "double-edged sword"attribute to commercial banks. Therefore, the mechanism of withdrawal timing of the commercial bank's Key Customers was proposed in this thesis.