隨著我國改革開放不斷向縱深發(fā)展,金融業(yè)不斷對外開放,全球市場經(jīng)濟發(fā)展矛盾逐漸突出,商業(yè)銀行經(jīng)營面臨越來越嚴峻復雜的環(huán)境。盡管銀行金融機構(gòu)如雨后春筍般日益增多,但是過去商業(yè)銀行持續(xù)高利潤的時代一去不返。面對愈演愈烈的市場競爭,我國商業(yè)銀行不斷謀求生存以及發(fā)展的新出路。客戶作為商業(yè)銀行最重要的資源,更是其他業(yè)務和產(chǎn)品的基礎(chǔ),以客戶為中心的管理理念越來越被各大商業(yè)銀行重視,我國商業(yè)銀行的經(jīng)營策略正逐步從規(guī)模效益向客戶效益的發(fā)展模式轉(zhuǎn)變。就公司金融客戶來說,越來越多的商業(yè)銀行開始將注意力向公司無貸客戶轉(zhuǎn)變。Z銀行廣東省分行業(yè)同樣面臨著上述問題,廣東省分行公司無貸客戶的業(yè)務發(fā)展仍然處于起步階段,公司無貸客戶關(guān)系管理仍有待優(yōu)化完善。本文從Z銀行廣東省分行經(jīng)營工作的實際出發(fā),以公司無貸客戶關(guān)系管理為研究對象,闡明公司無貸款客戶對商業(yè)銀行綜合效益提升的長尾效應,分析Z銀行廣東省分行目前在這一領(lǐng)域的管理現(xiàn)狀,詮釋了優(yōu)化發(fā)展公司無貸客戶關(guān)系管理的意義),結(jié)合市場經(jīng)營實際,提出優(yōu)化實施方案建議,并就優(yōu)化策略的實施給出合理的保障措施。本文對于Z銀行廣東省分行夯實和壯大客戶基礎(chǔ),特別是公司客戶基礎(chǔ),穩(wěn)步提高產(chǎn)品... 

【文章來源】：廣東外語外貿(mào)大學廣東省

【文章頁數(shù)】：101 頁

【學位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter1 Introduction
    1.1 Research Background
    1.2 Research Significance
    1.3 Summary
Chapter2 Literature Review
    2.1 Customer Relationship Management and Commercial Bank Customer Relationship Management
    2.2 Value of Customer Relationship
    2.3 Current Studies and Reviews
    2.4 Summary
Chapter3 Case Description:Development Status of Non-Loan Customer Relationship Management in Bank Z Guangdong Branch
    3.1 Background and Development of Bank Z Guangdong Branch
    3.2 The basic situation of the Development of Non-Loan customers of Bank Z Guangdong Branch
    3.3 Functional structure of Bank Z Guangdong Branch in Non-loan enterprise customer Relationship Management
    3.4 Organizational Structure and Institutional Operation Mechanism of Non-loan enterprise customer Relationship Management of Bank Z Guangdong Branch
    3.5 Non-loan enterprise customer Relationship Management Business and Management System
    3.6 The Existing Mechanism and Marketing Team of Bank Z for Non-loan enterprise customer Relationship Management
    3.7 Product Varieties for Non-Loan Customers of Bank Z Guangdong Branch
    3.8 Summary
Chapter4 Case Study:Analysis of Problems and Causes in the development of Non-Loan clients of Bank Z Guangdong branch
    4.1 The Market Development Trend of Non-Loan Customers of the Commercial Banking Industry and the Market Competition in Guangdong Region
    4.2 Main Problems in Developing Non-Loan Customer Business Faced by Bank Z Guangdong Branch
    4.3 Causes of the problems Faced by Bank Z Guangdong Branch in non-loan enterprise customer relationship management
    4.4 Summary
Chapter5 The Optimization Proposal of Non-Loan Customer Relationship Management Program of Bank Z Guangdong Branch
    5.1 The principle and goal of optimizing the relationship management of non-loan clients in Bank Z Guangdong Branch
    5.2 Adopting a differentiated marketing Strategy
    5.3 Customer access,effective customer management Strategy
    5.4 Product Strategy
    5.5 Service prices Strategy
    5.6 Channel Strategy
    5.7 Customer Services Strategy
    5.8 Summary
Chapter6 Implemented and guaranteed the optimization of Non-Loan customer relationship management in Guangdong Branch of Bank Z
    6.1 Deepening the implementation of management responsibilities
    6.2 Establish non-loan enterprise customer assessment management mechanism
    6.3 Significantly improve customer marketing and management technology information level
    6.4 Establish the daily process management system for enterprise non-loan customers
    6.5 Focus on risk control in business development
    6.6 Summary
Chapter7 Conclusions
Reference


【參考文獻】：
期刊論文
[1]商業(yè)銀行中高端顧客滿意度測評研究[J]. 夏永林,呂佳蔚.  西安電子科技大學學報(社會科學版). 2010(04)
[2]應用客戶生命周期理論進行客戶關(guān)系管理[J]. 王寶明,馮梅.  山東冶金. 2009(02)
[3]客戶忠誠與客戶關(guān)系生命周期[J]. 陳明亮.  管理工程學報. 2003(02)



本文編號：3427978