本文選題：客戶關(guān)系管理　切入點(diǎn)：汽車經(jīng)銷商　出處：《大連理工大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：在金融市場(chǎng)全面開放的今天,商業(yè)銀行之間的競(jìng)爭(zhēng)日趨加劇。利率的市場(chǎng)化,金融產(chǎn)品的無(wú)差異化,都使得客戶成為銀行競(jìng)相爭(zhēng)搶的商業(yè)資源。而對(duì)于一個(gè)商業(yè)銀行來(lái)說(shuō),企業(yè)客戶所帶來(lái)的盈利占其全部盈利額的70%。在此背景下,如何能在控制風(fēng)險(xiǎn)的前提下抓住企業(yè)客戶,成為每個(gè)商業(yè)銀行思考的課題。 商業(yè)銀行客戶關(guān)系管理對(duì)于增強(qiáng)商業(yè)銀行之間的競(jìng)爭(zhēng),具有重要的積極意義。基于該種情況,各家商業(yè)銀行紛紛提出“以客戶為中心”的經(jīng)營(yíng)理念。本文以遼寧中行汽車經(jīng)銷商為例,分析如何能夠通過(guò)建立完善的客戶關(guān)系管理體系來(lái)提高客戶忠誠(chéng)度,在控制資金風(fēng)險(xiǎn)的前提下,對(duì)忠誠(chéng)度、貢獻(xiàn)度較高的客戶提供更加優(yōu)質(zhì)和更具個(gè)性化的服務(wù)方案,從而鞏固銀企關(guān)系,保持銀企長(zhǎng)期、密切的合作關(guān)系,進(jìn)而搶占更大的市場(chǎng)份額,提升商業(yè)銀行核心競(jìng)爭(zhēng)力。 本文主要分為三部分,第一部分是緒論,介紹研究的目的和意義、發(fā)展現(xiàn)狀以及研究?jī)?nèi)容和方法；第二部分就研究的主體和研究對(duì)象進(jìn)行理論分析；第三部分是通過(guò)分析和研究,提出合理的建議和解決方案。 本文僅以遼寧中行汽車經(jīng)銷商客戶關(guān)系管理方法為例,通過(guò)對(duì)客戶關(guān)系管理理論的分析,指出目前管理中遇到的一些問(wèn)題,并分析了汽車銷售商這一類客戶的特點(diǎn),在控制風(fēng)險(xiǎn)的前提下,就維護(hù)客戶關(guān)系在實(shí)際業(yè)務(wù)操作中遇到的問(wèn)題,提出建立遼寧中行汽車經(jīng)銷商客戶關(guān)系管理體系,為汽車經(jīng)銷商這一類具有集團(tuán)化、跨區(qū)域經(jīng)營(yíng)特點(diǎn)的客戶建立了完整客戶關(guān)系管理思路。借此希望對(duì)與商業(yè)銀行有相似特點(diǎn)的跨區(qū)域大型運(yùn)輸行業(yè)、醫(yī)院院校、制造銷售業(yè)、公共事業(yè)單位、餐飲業(yè)、批發(fā)零售業(yè)等企業(yè)客戶關(guān)系管理提供一些參考。
[Abstract]:Today, when the financial market is fully open, the competition between commercial banks is becoming more and more intense. The marketization of interest rates and the absence of differentiation of financial products make customers become commercial resources for banks to compete for, and for a commercial bank, Under this background, how to grasp the enterprise customer under the premise of controlling the risk becomes the topic that every commercial bank thinks about. Customer relationship management (CRM) in commercial banks is of great significance in enhancing competition among commercial banks. Various commercial banks have put forward the "customer-centered" business philosophy. This paper takes the car dealer of Bank of Liaoning Province as an example to analyze how to improve customer loyalty by establishing a perfect customer relationship management system. Under the premise of controlling the risk of capital, to the customers with high loyalty and contribution, we can provide better quality and more individualized service scheme, so as to consolidate the relationship between banks and enterprises, and maintain the long-term and close cooperative relationship between banks and enterprises. Then grabs up the bigger market share, enhances the commercial bank core competitive power. This paper is divided into three parts, the first part is the introduction, introduces the purpose and significance of the study, development status, research content and methods, the second part of the main body of the study and the research object of theoretical analysis; The third part is through analysis and research, put forward reasonable suggestions and solutions. This paper takes the customer relationship management method of car dealer of Liaoning Bank of China as an example, through the analysis of customer relationship management theory, points out some problems encountered in the current management, and analyzes the characteristics of this kind of customer. On the premise of controlling risks, this paper puts forward the establishment of the customer relationship management system of Liaoning Bank of China Automobile Dealers in order to group the automobile dealers, in view of the problems encountered in the actual operation of maintaining customer relations. The customers with the characteristics of cross-regional management have established a complete customer relationship management idea. In this way, they hope to have similar characteristics to the cross-regional large-scale transportation industry, hospital colleges, manufacturing and sales industry, public utilities, restaurants and restaurants, which have similar characteristics to commercial banks. Wholesale and retail enterprises such as customer relationship management to provide some reference.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F832.33

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