【摘要】：自九十年代末,我國(guó)引入客戶關(guān)系管理,從此這種系統(tǒng)在我國(guó)商業(yè)銀行迅速發(fā)展起來(lái)。有關(guān)客戶關(guān)系管理系統(tǒng)的創(chuàng)新研究也在近幾年成為熱點(diǎn)討論對(duì)象,建立自己的客戶關(guān)系管理系統(tǒng),有利于提高客戶的滿意度和忠誠(chéng)度,有利于提高管理水平及降低服務(wù)成本,有利于保持并增強(qiáng)現(xiàn)有市場(chǎng)渠道并挖掘新的市場(chǎng)資源,有利于提供對(duì)企業(yè)市場(chǎng)分析的數(shù)據(jù),是提高綜合競(jìng)爭(zhēng)能力的首選方案。 江蘇射陽(yáng)農(nóng)村商業(yè)銀行經(jīng)過(guò)兩年開發(fā)推出了以客戶為中心的客戶管理系統(tǒng),本文以江蘇射陽(yáng)農(nóng)村商業(yè)銀行客戶管理系統(tǒng)為主要研究對(duì)象,研究客戶關(guān)系管理系統(tǒng)上線以來(lái)的應(yīng)用效果進(jìn)行評(píng)價(jià)分析,針對(duì)使用過(guò)程中存在的問(wèn)題提出解決優(yōu)化措施及建議,以期增強(qiáng)江蘇射陽(yáng)農(nóng)村商業(yè)銀的競(jìng)爭(zhēng)力和其可持續(xù)發(fā)展的能力。 本文擬采取實(shí)地調(diào)查、實(shí)例分析與文獻(xiàn)查閱相結(jié)合的方式進(jìn)行研究。 通過(guò)對(duì)江蘇射陽(yáng)農(nóng)村商業(yè)銀行客戶關(guān)系管理系統(tǒng)與其他商業(yè)銀行客戶管理系統(tǒng)的比較分析,取得的運(yùn)用效果；并且通過(guò)發(fā)放問(wèn)卷調(diào)查客戶對(duì)江蘇射陽(yáng)農(nóng)村商業(yè)銀行滿意度,忠誠(chéng)度,與系統(tǒng)上線前后客戶滿意度、忠誠(chéng)度的比較,評(píng)價(jià)其應(yīng)用效果。 根據(jù)應(yīng)用效果分析系統(tǒng)存在優(yōu)勢(shì)與不足之處,分析使用過(guò)程中的影響因素、發(fā)展障礙,如：不重視觀念、不努力建設(shè)企業(yè)的架構(gòu)和文化、業(yè)務(wù)過(guò)于繁雜導(dǎo)致中間流程特別多、客戶沒有集中起來(lái)、業(yè)務(wù)的技術(shù)需要不斷的改進(jìn)。針對(duì)江蘇射陽(yáng)農(nóng)村商業(yè)銀行客戶關(guān)系管理系統(tǒng)使用過(guò)程中出現(xiàn)的問(wèn)題,歸納并提煉出相關(guān)的、可操作性的、具有現(xiàn)實(shí)意義的優(yōu)化措施和建議,如：系統(tǒng)的成功實(shí)施,需要全員參與；系統(tǒng)的充分使用需要提高數(shù)據(jù)質(zhì)量、規(guī)范數(shù)據(jù)標(biāo)準(zhǔn)；關(guān)注企業(yè)文化建設(shè),改善客戶關(guān)系管理的實(shí)踐氛圍。
[Abstract]:Since the end of 1990's, customer relationship management (CRM) has been introduced into China, and this system has been developed rapidly in China's commercial banks. The innovation research on customer relationship management system has also become a hot topic in recent years. Establishing its own customer relationship management system is beneficial to improve customer satisfaction and loyalty, improve management level and reduce service cost. It is beneficial to maintain and strengthen the existing market channels and to excavate new market resources, and to provide data for enterprise market analysis. It is the first choice to improve the comprehensive competitiveness of enterprises. After two years of development, Jiangsu Sheyang Rural Commercial Bank has launched a customer-centered customer management system. The main research object of this paper is the customer management system of Jiangsu Sheyang Rural Commercial Bank. The application effect of customer relationship management system has been evaluated and analyzed, and the optimization measures and suggestions have been put forward to solve the problems existing in the process of application. In order to enhance the competitiveness of Jiangsu Sheyang Rural Commercial Bank and its sustainable development capacity. This article plans to take the field investigation, the case analysis and the literature consult the way to carry on the research. Through the comparison and analysis between customer relationship management system of Jiangsu Sheyang rural commercial bank and other commercial bank customer management system, the application effect is obtained. And through the questionnaire survey of Jiangsu Sheyang rural commercial bank satisfaction, loyalty, compared with the system before and after the online customer satisfaction, loyalty, evaluation of its application effect. According to the advantages and disadvantages of the application effect analysis system, this paper analyzes the influencing factors in the process of application, and the obstacles to development, such as: not paying attention to the concept, not working hard to build the structure and culture of the enterprise, the complexity of the business leads to a lot of intermediate processes, Customers are not centralized, business technology needs to be constantly improved. In view of the problems in the process of using customer relationship management system of rural commercial bank in Sheyang, Jiangsu Province, this paper summarizes and refines the relevant, operational and practical optimization measures and suggestions, such as the successful implementation of the system, Full participation is required; The full use of the system needs to improve the data quality, standardize the data standard, pay attention to the construction of enterprise culture, and improve the practice atmosphere of customer relationship management.
【學(xué)位授予單位】：南京農(nóng)業(yè)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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