商业银行客户挖掘能力构成及提升策略

The Composition of Commercial Bank’s Ability to Find Customer and the Promotion Strategy

本文从客户经理社会资本的视角剖析了客户挖掘能力的内在构成要素:代表结构能力的客户经理关系网络和代表资源能力的客户经理社会资源。研究表明,关系网络的结构特征用中心性、不对称性和地位性来描述,其核心是控制利益;而社会资源本质上体现的是角色的二重性,其核心是信息利益。客户经理社会资本就是其调动关系网络中的社会资源以获取客户挖掘机会的能力。在实践中,客户经理需要通过掌握更多的网络通道来优化自身的关系网络,通过建立更异质化的社会联系来优化自身的社会资源,如加入社会团体,参加培训,利用网络媒体,借助学缘及地缘聚会等。

From the perspective of the social capital of customer manager,this paper analyses the inherent composition of the ability to find customer,i.e.the customer manager's network representative of structural ability and the customer manager's social resources representative of resource ability.The results of the paper show that the structural characteristics of relationship network can be discribed as center,asymmetry and status and the core is controlling interest;social resources are essentially representative of the duality of the role and the core is information interest.The customer managers'social capital is their ability to utilize the social resources in their own relationship network to obtain the opportunity to find customer.In practice,the customer managers should acquire more network channels to optimize their own relationship networks and establish more heterogeneous social ties,such as joining social groups,training,utilizing online media,classmate party or fellow party,to optimize their own social resources.