零售银行客户偏好研究

On the Customer Preference of Retail Banking Business

随着国内银行业竞争的日趋激烈,零售银行业务的战略地位日益明显。但是,与国外优秀同业相比,国内商业银行在零售银行业务上差距还很大,这集中体现在客户偏好分析能力上。本文首先分析了零售银行客户偏好研究的内涵、目的与意义。在此基础上,建立了一套零售银行客户偏好分析的框架,提出了客户偏好指标体系。最后,对国内商业银行如何利用客户偏好分析方法实施差异化策略提出了建议。

As the competition in domestic banking business is getting fiercer, the strategic position of retail banking is more and more important. However, comparing with those excellent foreign counterparts, domestic banks have a long way to go in retail banking business, which is reflected in the customer preference analysis. The paper analyzes the content, the purpose and the significance of retail customer preference analysis for commercial banks. And based on this, the paper sets up a framework for retail customer preference analysis and puts forward an index system of customer preference. Finally, some suggestions for domestic banks to take differentiation strategy according to the customer preference analysis are proposed.