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  本文關(guān)鍵詞： 個人理財(cái) 客戶關(guān)系管理 桂春支行　出處：《哈爾濱理工大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：我國個人理財(cái)業(yè)務(wù)快速發(fā)展表明,個人理財(cái)對銀行經(jīng)營貢獻(xiàn)率不斷提高,越來越受到各家銀行的高度重視。隨著農(nóng)行的成功上市和股份制改革不斷深入,原有的經(jīng)營理念、管理體制和營銷于段,已跟不上個人理財(cái)業(yè)務(wù)發(fā)展的步伐。桂春支行作為農(nóng)行下屬的基層經(jīng)營性支行,其個人理財(cái)業(yè)務(wù)的發(fā)展也面臨外部經(jīng)濟(jì)環(huán)境和內(nèi)部經(jīng)營空間的束縛和制約,如何導(dǎo)入有效的管理戰(zhàn)略,實(shí)施可行的解決措施,是桂春支行發(fā)展個人理財(cái)業(yè)務(wù)迫切需要解決的問題。 自從GartnerGroup最早正式提出CRM的概念后,客戶關(guān)系管理在國外逐漸受到了企業(yè)的重視,CRM以客戶為中心等理念也給企業(yè)帶來了經(jīng)營觀念的轉(zhuǎn)變和管理體制的完善,效益得到明顯提高。在國內(nèi),隨著CRM理論的引進(jìn),搶先應(yīng)用客戶關(guān)系管理的一些行業(yè),取得了良好的效果。在農(nóng)行系統(tǒng)對客戶關(guān)系管理的認(rèn)識還停留在表層。針對農(nóng)行當(dāng)前個人理財(cái)業(yè)務(wù)發(fā)展中存在的問題,引入客戶關(guān)系管理營銷理念和戰(zhàn)略思想勢在必行,只有將客戶關(guān)系管理戰(zhàn)略深深植入到經(jīng)營中,農(nóng)行才能真正踐行“以客戶為中心,以效益為目標(biāo)”的經(jīng)營理念,才能實(shí)現(xiàn)價值最大化的最終目標(biāo)。 本文結(jié)合農(nóng)行桂春支行的經(jīng)營現(xiàn)狀,在對該行個人理財(cái)業(yè)務(wù)進(jìn)行分析的基礎(chǔ)上,提出引入客戶關(guān)系管理解決問題的有效途徑和服務(wù)補(bǔ)償措施,解決理財(cái)業(yè)務(wù)中存在的問題,達(dá)到改進(jìn)理財(cái)服務(wù)、滿足客戶需求、提高客戶滿意度和忠誠度的目的,使農(nóng)行桂春支行個人理財(cái)業(yè)務(wù)健康、快速的向前發(fā)展。
[Abstract]:The rapid development of personal finance business in China shows that the contribution rate of personal finance to banks is increasing, and it has been paid more and more attention by banks. With the successful listing of Agricultural Bank of China and the deepening of stock system reform. The original business philosophy, management system and marketing in the segment, has not been able to keep up with the pace of personal financial business development. The development of personal finance business is also facing the external economic environment and internal business space constraints and constraints, how to introduce effective management strategy, the implementation of feasible solutions. Gui Chun branch to develop personal finance business urgent need to solve the problem. Since GartnerGroup first put forward the concept of CRM, customer relationship management (CRM) has been paid more and more attention in foreign countries. The idea that CRM takes the customer as the center also brings the change of the management idea and the consummation of the management system to the enterprise, the benefit is improved obviously. In our country, with the introduction of the CRM theory. Some industries that preempted the application of customer relationship management have achieved good results. The understanding of customer relationship management in the ABC system is still on the surface. Aiming at the problems existing in the current development of personal finance business of Agricultural Bank of China. The introduction of customer relationship management marketing concept and strategic thinking is imperative. Only when the customer relationship management strategy is deeply embedded in the management, can Agricultural Bank truly practice "customer-centered". The ultimate goal of value maximization can be realized by the management idea of taking benefit as the goal. Based on the analysis of the bank's personal finance business, this paper puts forward an effective way to solve the problem by introducing customer relationship management and service compensation measures. In order to solve the problems existing in the financial management business, to improve the financial services, to meet the needs of customers, to improve customer satisfaction and loyalty, and to make the personal financial management business of the Agricultural Bank of Guangxi Branch healthy and rapid development.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.3;F274

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