本文選題：客戶關系管理 + 珠江銀行��； 參考：《中南大學》2012年碩士論文

【摘要】：隨著我國經(jīng)濟的飛速發(fā)展,金融系統(tǒng),特別是銀行系統(tǒng)在市場經(jīng)濟中扮演越來越重要的角色。銀行業(yè)之間的競爭,歸根結底是對客源的競爭；客戶關系管理是各商業(yè)銀行爭取客戶的最好工具。 本文以珠江銀行東莞分行的客戶關系管理為研究對象,以便使其重構客戶關系管理系統(tǒng),并完善和優(yōu)化它的銀行客戶關系管理體系。本研究結合珠江銀行東莞分行的背景和行業(yè)特點,采用問卷調(diào)查法深入地分析出了珠江銀行東莞分行現(xiàn)有客戶關系管理存在的問題,即客戶信息的管理不夠系統(tǒng)；客戶關系管理的人員權責不明；業(yè)務服務渠道的流程繁瑣；信息系統(tǒng)性能下降等。本研究制定了改善珠江銀行東莞分行客戶關系管理的原則和思路及其優(yōu)化的內(nèi)容,珠江銀行東莞分行應當改善經(jīng)營管理理念、構建完善的運營系統(tǒng)、建設好集成數(shù)據(jù)庫、匹配銀行授信風險管理功能并增加產(chǎn)品種類和實施差異化營銷。研究的最后從三個方面提出了保障珠江銀行東莞分行客戶關系管理優(yōu)化方案順利實施的措施,分別為銀行員工思想觀念的轉變、組織機構保障和人力資源保障。
[Abstract]:With the rapid development of our country's economy, the financial system, especially the banking system, plays a more and more important role in the market economy. The competition among banks is in the final analysis the competition for the customers, and the customer relationship management is the best tool for the commercial banks to strive for customers.
This paper takes the customer relationship management of Dongguan branch of Zhujiang bank as the research object in order to restructure the customer relationship management system and improve and optimize its bank customer relationship management system. This study combines the background and industry characteristics of the Dongguan branch of Zhujiang bank, and analyzes the Dongguan branch of Zhujiang bank by the method of questionnaire. The existing problems in the existing customer relationship management are that the management of customer information is not enough, the personnel and responsibilities of the customer relationship management are unclear, the flow of service channels is tedious and the performance of the information system is declining. This study has formulated the principles and ideas to improve the customer relationship management of the Dongguan branch of the Pearl River bank and the content of its optimization. The Bank of Dongguan branch should improve the management concept, build a perfect operation system, build an integrated database, match the bank credit risk management function, increase the product variety and implement differential marketing. Finally, the research has proposed three aspects to ensure the smooth implementation of the Pearl River bank Dongguan branch's customer relationship management optimization plan. The measures are the transformation of the staff's ideology, organizational guarantee and human resources protection.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F832.33

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本文編號：2099952