商业银行大众零售业务对高端零售业务的影响

The Impacts of Public Retail Business on High-End Retail Business of Commercial Bank

本文探讨大众零售业务与高端零售业务的关系,利用招商银行2006～2012年的半年度数据,选取信用卡发卡量、零售存款数以及贵宾客户数三个变量,研究中国商业银行如何利用大众零售业务积累高端客户进而促进高端零售业务的进一步发展。研究结果表明:信用卡发卡量对贵宾客户数的积累具有显著的正向影响,零售存款数对贵宾客户数的影响相对较小。中国商业银行应该创新信用卡业务,区分客户的不同需求,努力实现信用卡业务的细分,降低信用卡发行成本,完善客户关系管理,制定个性化的理财方案,提高客户忠诚度,树立良好的品牌形象等。

This paper analyses the relationship between public retail business and high-end retail business. Based on the se- mi-annual data of China Merchants Bank during 2006~2012, the paper selects three variables, credit card, retail deposits and VIP customer, to research how Chinese commercial banks make use of the accumulation of public retail business to accumulate high-end customers and develop high-end retail business further. The results of the paper show that the amount of credit card has significant and positive influence on the accumulation of VIP customer, but the amount of retail deposits has only relatively less influence. The Chinese commercial banks should innovate credit card business, classify customer＇s needs, segment credit card business, reduce the issuing costs of credit card, improve customer relationship management, develop a personalized finan- cial program, improve customer loyahy, establish a good brand image, etc.