本文關(guān)鍵詞：工商銀行HP支行個(gè)人客戶關(guān)系管理策略的研究　出處：《東北大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 商業(yè)銀行 個(gè)人客戶 客戶關(guān)系管理 策略研究

【摘要】：伴隨著經(jīng)濟(jì)環(huán)境的變遷發(fā)展和城市化進(jìn)程的不斷深入,工商銀行HP支行的個(gè)人客戶關(guān)系管理已越來越無法適應(yīng)外部環(huán)境變化的腳步,在運(yùn)營管理中暴露出了各種各樣的問題。本論文的研究目的旨在深入發(fā)掘該支行客戶管理落后的成因,從中找出整改的關(guān)鍵,通過對客戶關(guān)系管理體系的分析研究,設(shè)計(jì)出一套適合該行并可實(shí)施的客戶關(guān)系管理方案。 本論文在研究的過程中運(yùn)用了管理學(xué)、統(tǒng)計(jì)學(xué)、金融學(xué)等領(lǐng)域的理論知識(shí),首先分析了客戶關(guān)系管理的產(chǎn)生與發(fā)展。接著又采取了實(shí)證分析的方式,從定量和定性兩方面評價(jià)了工行HP支行的個(gè)人金融業(yè)務(wù)現(xiàn)狀、客戶發(fā)展現(xiàn)狀以及客戶管理團(tuán)隊(duì)現(xiàn)狀,分別就其中存在的問題進(jìn)行了剖析,指出該行目前不僅各項(xiàng)指標(biāo)落后于系統(tǒng)內(nèi)的等量級別行,而且在服務(wù)方面執(zhí)行力弱、業(yè)務(wù)流程效率偏低、客戶經(jīng)理體制存在缺陷。 在對現(xiàn)狀和問題進(jìn)行分析的基礎(chǔ)上,本文有針對性的提出了該行客戶關(guān)系管理可以采納的相關(guān)策略,圍繞以客戶為中心的基本理念,從產(chǎn)品、人員、服務(wù)、網(wǎng)點(diǎn)、投入五個(gè)方面進(jìn)行了深入研究,指明了該行應(yīng)及時(shí)更新產(chǎn)品、優(yōu)化人員結(jié)構(gòu)、調(diào)整服務(wù)觀念、重新布局網(wǎng)點(diǎn)、采用收放自如的投入策略。最后,以上述策略方針為依據(jù),重點(diǎn)以工行HP支行急待解決的幾個(gè)關(guān)鍵問題為例,籌劃了具體實(shí)施方案。具體包括：建設(shè)、優(yōu)化客戶管理團(tuán)隊(duì)、構(gòu)建高效客戶關(guān)系管理信息系統(tǒng)、完善各種服務(wù)配套軟硬件環(huán)境。這些方案對工行HP支行完善其現(xiàn)有客戶管理體系具有較強(qiáng)的現(xiàn)實(shí)指導(dǎo)意義,希望也能對其他商業(yè)銀行的客戶關(guān)系管理起到一定的借鑒作用。
[Abstract]:With the development of the economic environment and the development of urbanization, the personal customer relationship management of the HP branch of ICBC has become more and more unable to adapt to the pace of the changes in the external environment. Various problems have been exposed in the operation management. The purpose of this paper is to explore the causes of the backward customer management of the branch, and to find out the key to the rectification. Through the analysis and research of customer relationship management system, a set of suitable and implementable customer relationship management scheme is designed. In the course of the research, this paper applies the theory knowledge of management, statistics, finance and so on. Firstly, it analyzes the emergence and development of customer relationship management. Then, it adopts the method of empirical analysis. From the quantitative and qualitative aspects of the evaluation of the HP branch of ICBC personal financial business status, customer development and customer management team status quo, respectively to analyze the existing problems. It is pointed out that the bank not only lags behind the equivalent level of the system, but also has weak performance in service, low efficiency of business process, and the defect of customer manager system. On the basis of the analysis of the current situation and problems, this paper puts forward the relevant strategies that can be adopted by customer relationship management of the bank, focusing on the basic concept of customer-centered, from products, personnel, services. Network, investment in five aspects of in-depth research, pointed out that the bank should update the product in time, optimize the structure of personnel, adjust the concept of service, re-layout of the network, the use of free input strategy. Finally. Based on the above strategic guidelines, this paper focuses on several key issues that ICBC HP Branch needs to solve urgently, and plans specific implementation plan, including: construction, optimization of customer management team. Build an efficient customer relationship management information system, improve the various service supporting software and hardware environment. These solutions for ICBC HP Branch to improve its existing customer management system has a strong practical significance. Hope to also other commercial banks customer relationship management to play a certain reference role.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.33

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