MBA教育中心知识库

在传统的银行经营管理中，一直以来“二八定律”都被视作其经营决策的重要依据，即80%的利润来自20%的重要客户，诸多银行都将VIP大客户作为其个人业务拓展的主攻方向，投入大量的精力成本去维护与大客户之间的合作关系。甘肃银行作为甘肃省属唯一且具有代表性的商业银行，在其初创时期更是将吸纳大客户作为企业发展壮大的重要抓手，但是随着近年来互联网金融的逐步成熟和外部金融环境的不断多样化，潜在的大客户数量急剧减少，且关系更难维系，使得甘肃银行的个人业务落入了严重的发展瓶颈，很显然“大客户至上”已不能再作为支撑甘肃银行未来可持续发展的主导思路。因此，在甘肃银行迈向第二个十年的重要时期，重塑个人业务组成结构、提升个人业务服务质量亟待调整与落实。

综上，本文运用长尾理论，即众多的尾部非重要客户（长尾客户）仍然具有创造利润的潜力。采用文献研究法、案例分析法及问卷调查法，首先对当前甘肃银行个人业务发展现状与个人客户服务质量等问题进行了详细研究与分析；其次，根据长尾基本原理，对80%的长尾客户进行分类管理与集中服务；最后，通过对长尾客户的需求分析，在降低经营成本的同时，提出实现个人客户服务质量提升的相关建议措施，以期为甘肃银行未来健康可持续发展提供帮助，同时能够为其他银行个人客户业务方面提供可以借鉴的经验。

In the traditional banking management, the "28 Laws" has always been regarded as an important basis for its business decisions, that is, 80% of the profits come from 20% of the key customers. Many banks take VIP key customers as their main direction of personal business development, and invest a lot of energy and cost to maintain the cooperative relationship with key customers. As the only and representative commercial bank in Gansu Province, Bank of Gansu, in its initial stage, took the absorption of key customers as an important starting point for the development and expansion of enterprises. However, with the gradual maturity of Internet finance and the continuous diversification of the external financial environment in recent years, the number of potential key customers has decreased sharply, and the relationship is more difficult to maintain, making the personal business of Bank of Gansu fall into a serious development bottleneck, It is obvious that "big customer first" can no longer be the leading idea to support Bank of Gansu's sustainable development in the future. Therefore, in the important period when Bank of Gansu is moving towards the second decade, it is urgent to adjust and implement the restructuring of personal business composition and improve the quality of personal business services.

To sum up, this paper uses the long tail theory, that is, many tail non-important customers (small customers) still have the potential to create profits. Using the method of literature research and case analysis, firstly, the current situation of personal business development and personal customer service quality of Bank of Gansu were studied and analyzed in detail; Secondly, according to the basic principle of long tail, 80% of long tail customers are classified and managed and centralized; Finally, based on the analysis of the needs of long-tail customers, while reducing the operating costs, we put forward relevant suggestions and measures to improve the service quality of individual customers, with a view to providing help for the healthy and sustainable development of Gan Bank in the future, and at the same time, we can provide experience that can be used for reference for other banks' individual customer business.