【摘要】：隨著中國銀行業(yè)不斷的發(fā)展,國內(nèi)商業(yè)銀行的經(jīng)營理念已逐步轉(zhuǎn)向“以客戶為中心”。商業(yè)銀行開始注重運(yùn)用客戶關(guān)系管理相關(guān)理論、方法和工具來管理客戶、服務(wù)客戶,以此提高客戶的滿意度和忠誠度,實(shí)現(xiàn)客戶與銀行的雙贏以及銀行收入成本比例的最大化。這些也是國內(nèi)商業(yè)銀行應(yīng)對日趨激烈的銀行行業(yè)競爭,取得相對競爭優(yōu)勢的重要方面。 交通銀行沈陽分行隸屬于交通銀行總行。近年來,沈陽分行堅(jiān)持改革創(chuàng)新,努力改進(jìn)金融服務(wù)模式,調(diào)整資產(chǎn)結(jié)構(gòu),加強(qiáng)風(fēng)險(xiǎn)管理,以人為本,加快發(fā)展,在向一流商業(yè)銀行邁進(jìn)的過程中取得了可喜的成績。但是,隨著同業(yè)競爭的日益加深,進(jìn)一步實(shí)施和改善客戶關(guān)系管理體系已經(jīng)成為沈陽分行實(shí)現(xiàn)持續(xù)發(fā)展的當(dāng)務(wù)之急。 目前,沈陽分行已經(jīng)實(shí)施了以客戶關(guān)系管理理論為基礎(chǔ)的措施,比如建立客戶經(jīng)理服務(wù)制度和相關(guān)績效考核體系,應(yīng)用客戶關(guān)系管理系統(tǒng)OCRM,開通電話銀行和網(wǎng)上銀行等服務(wù)渠道。本文通過分析交通銀行沈陽分行客戶關(guān)系管理的現(xiàn)狀,提出了其實(shí)施客戶關(guān)系管理過程中存在的問題,并圍繞“以客戶為中心”的核心理念,確定了沈陽分行客戶關(guān)系管理改進(jìn)目標(biāo)；從制定客戶關(guān)系管理戰(zhàn)略、完善客戶細(xì)分和差異化服務(wù)、業(yè)務(wù)流程改造、加強(qiáng)客戶關(guān)系管理系統(tǒng)建設(shè)、提高人力資源管理水平五個(gè)方面,提出了沈陽分行客戶關(guān)系管理的改進(jìn)策略以及持續(xù)改善和創(chuàng)新建議。在交通銀行總行提出的“二次改革”的背景下,沈陽分行積極實(shí)施本文提出的客戶關(guān)系管理改進(jìn)策略切合總行發(fā)展戰(zhàn)略意圖,也為沈陽分行自身的發(fā)展起到推進(jìn)劑的作用。
[Abstract]:With the continuous development of China's banking industry, the management concept of domestic commercial banks has gradually shifted to "customer-centered". Commercial banks begin to pay attention to the application of customer relationship management theory, methods and tools to manage customers, service customers, in order to improve customer satisfaction and loyalty, to achieve a win-win situation between customers and banks and maximize the ratio of bank income and cost. These are also important aspects for domestic commercial banks to cope with the increasingly fierce competition in the banking industry and obtain relative competitive advantages. The Shenyang branch of Bank of Communications is subordinate to the head office of Bank of Communications. In recent years, Shenyang Branch insists on the reform and innovation, strives to improve the financial service model, adjusts the asset structure, strengthens the risk management, puts people first, speeds up the development, has obtained the gratifying achievement in the process of stepping forward to the first-class commercial bank. However, with the deepening of competition, further implementation and improvement of customer relationship management system has become the urgent task for Shenyang Branch to achieve sustainable development. At present, Shenyang Branch has implemented measures based on customer relationship management theory, such as establishing customer manager service system and related performance appraisal system. Application of customer relationship Management system (OCRM,) to open telephone banking and online banking and other service channels. Based on the analysis of the current situation of customer relationship management in Shenyang Branch of Bank of Communications, this paper puts forward the existing problems in the process of implementing customer relationship management, and revolves around the core idea of "taking customer as the center". The improvement target of customer relationship management in Shenyang Branch is determined, including the establishment of customer relationship management strategy, the improvement of customer segmentation and differentiation service, the transformation of business process, the strengthening of the construction of customer relationship management system, In order to improve the level of human resource management, this paper puts forward the improvement strategy of customer relationship management in Shenyang Branch, as well as suggestions for continuous improvement and innovation. Under the background of the "second reform" put forward by the head office of Bank of Communications, Shenyang Branch actively implements the improvement strategy of customer relationship management put forward in this paper, which accords with the strategic intention of the general bank, and also plays a role of propellant for the development of Shenyang Branch itself.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.33;F274

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本文編號(hào)：2277527