论文部分内容阅读
商业银行的贵宾客户对于每一个网点来说都是至关重要的,本文以农行苏州太仓分行为例,采用2016年“春天行动”综合营销活动数据,使用基于投入导向的DEA的BCC模型,进行商业银行贵宾客户营销对网点经营效率的实证分析。研究表明贵宾客户营销对网点经营效益的提高表现为低效率,仅有两个网点达到了总体有效,其余网点对贵宾客户的营销均存在冗余。如果对贵宾客户的营销达到最高效率,总体经营效益将提升近两个百分点。
The VIP customers of commercial banks are crucial for every network. Taking the Taicang Branch of ABC in Suzhou as an example, this paper adopts the data of 2016 Spring Campaign and the BCC model based on input-oriented DEA , Carries on the positive analysis of the commercial bank VIP customer’s marketing to the network management efficiency. The research shows that the promotion of VIP customer’s marketing to the operating efficiency of the network is inefficient, only two outlets reach the overall effective, and the remaining outlets have redundant marketing to VIP customers. If the marketing of VIP customers to achieve the highest efficiency, the overall operating efficiency will increase by nearly two percentage points.