本文關(guān)鍵詞：恒豐銀行紹興支行客戶關(guān)系管理策略研究　出處：《石河子大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：商業(yè)銀行CRM在國(guó)外的發(fā)展和應(yīng)用比較早,我國(guó)銀行業(yè)作為服務(wù)型企業(yè)的典型代表,非常迫切的需要對(duì)客戶關(guān)系進(jìn)行維護(hù)。日益白熱化的競(jìng)爭(zhēng),使得客戶關(guān)系管理被商業(yè)銀行高度認(rèn)可。中國(guó)的銀行業(yè)在現(xiàn)今的市場(chǎng)中己經(jīng)不再風(fēng)平浪靜,國(guó)內(nèi)商業(yè)銀行早已形成非常激烈的競(jìng)爭(zhēng)。與外資銀行相比,具有非常豐富的客戶資源是我國(guó)商業(yè)銀行的關(guān)鍵優(yōu)勢(shì)。因此,本文將以恒豐銀行紹興支行為研究對(duì)象,對(duì)其客戶關(guān)系現(xiàn)狀展開(kāi)研究,力圖建立長(zhǎng)期穩(wěn)定、科學(xué)合理的客戶關(guān)系,切實(shí)發(fā)揮客戶資源利益的最大化,以優(yōu)質(zhì)服務(wù)為主的服務(wù)支持與吸引活動(dòng),實(shí)現(xiàn)銀行與客戶在利益上的“雙贏”。本文共分為六個(gè)章節(jié)。第一章為緒論,明確本文所要研究的具體問(wèn)題,厘清研究的思路和內(nèi)容安排。第二章為相關(guān)理論概述,介紹了客戶關(guān)系理論、關(guān)系營(yíng)銷理論、客戶生命周期理論、銀行客戶關(guān)系管理、價(jià)值鏈理論,為下文打下了堅(jiān)實(shí)可靠的理論基礎(chǔ)。第三章紹興支行客戶分類研究及管理問(wèn)題,首先探討了客戶分類指標(biāo)體系,然后利用因子分析法對(duì)客戶進(jìn)行了分類,最后基于分類結(jié)果指出了客戶關(guān)系管理方面存在的問(wèn)題。第四章為紹興支行客戶關(guān)系管理策略,對(duì)四類客戶分別提出了客戶關(guān)系管理的策略。第五章為紹興支行客戶關(guān)系管理策略實(shí)施保障措施。從組織、資源和技術(shù)方面提出了相關(guān)措施,確�？蛻絷P(guān)系管理策略能夠順利執(zhí)行。第六章為結(jié)論與展望。本章通過(guò)對(duì)研究結(jié)論的總結(jié),提出本研究的學(xué)術(shù)意義和實(shí)踐價(jià)值,通過(guò)梳理本文的研究局限,指出后續(xù)研究的方向。目的:(1)恒豐銀行紹興支行如何對(duì)其客戶進(jìn)行分類?分類的結(jié)果如何?(2)恒豐銀行紹興支行目前對(duì)每類客戶在客戶關(guān)系管理方面存在哪些問(wèn)題,針對(duì)這些問(wèn)題應(yīng)當(dāng)采取哪些措施予以改善?(3)為了支持客戶關(guān)系管理的改善,恒豐銀行紹興支行需要從支行層面獲得哪些支持?方法:文獻(xiàn)研究法、案例研究法;數(shù)理統(tǒng)計(jì)法結(jié)論:(1)通過(guò)因子分析,14個(gè)指標(biāo)恰好能夠被解析為2個(gè)因子,為以后銀行企業(yè)客戶的客戶分類提供了參考方法。(2)紹興支行AAA級(jí)客戶主要是經(jīng)營(yíng)理念問(wèn)題;AA級(jí)客戶主要是客戶經(jīng)理問(wèn)題,A級(jí)客戶主要是業(yè)務(wù)管理問(wèn)題;A-級(jí)客戶主要是客戶評(píng)價(jià)問(wèn)題。(3):對(duì)于AAA級(jí)客戶,可以加強(qiáng)金融產(chǎn)品的創(chuàng)新、建立個(gè)性化服務(wù)流程;對(duì)于AA級(jí)客戶,可以強(qiáng)化客戶經(jīng)理隊(duì)伍、制定客戶定期回訪計(jì)劃、配置專門財(cái)富顧問(wèn)、暢通客戶提升通道;對(duì)于A級(jí)客戶,可以突出授信額度優(yōu)勢(shì)、提升客戶讓渡價(jià)值、實(shí)施客戶互動(dòng)管理;對(duì)于A-級(jí)客戶,可以搭建數(shù)據(jù)跟蹤平臺(tái)、評(píng)估升級(jí)可能性、建立客戶退出機(jī)制。
[Abstract]:The development and application of CRM in commercial banks abroad earlier, China's banking industry as a typical service enterprises, very urgent need to maintain the customer relationship. The increasingly intense competition, the customer relationship management is highly recognized by the commercial bank. Chinese banking in the market today is no longer in smooth water. Domestic commercial banks have already formed a very fierce competition. Compared with foreign banks, has a very rich customer resource is the key advantage of China's commercial banks. Therefore, this paper will Hengfeng bank Shaoxing branch as the research object, the research status of customer relationship, to establish long-term stable, scientific and reasonable customer relationship, to maximize effectively play the customer resource interests, to high-quality service support and attract activities, in the interests of the bank and the customer to achieve "win-win". This paper is divided into six Chapters. The first chapter is the introduction, this paper is to study the specific problems clearly, clarifying the research ideas and contents. The second chapter is an overview of the theory, introduced the customer relations theory, relationship marketing theory, customer lifecycle theory, customer relationship management, value chain theory, a solid theoretical foundation for this text. The third chapter Shaoxing branch customer classification research and management problems, firstly discusses the customer classification index system of customer classification, and then using the method of factor analysis, finally, based on the classification results and points out the existing customer relationship management problems. The fourth chapter is the Shaoxing branch of the strategy of customer relationship management, customer relationship management strategy on the four types of customers were proposed. The fifth chapter is the customer relationship management strategy of Shaoxing branch of the implementation of security measures. From the organization, put forward relevant measures of resources and technology, ensure that Customer relationship management strategy can be executed successfully. The sixth chapter is the conclusion and prospect. This chapter of the study conclusions, this study proposes the academic significance and practical value, through combing the research limitations, pointed out the direction for further research. Objective: (1) Hengfeng Bank branch in Shaoxing, how to classify the customer how? The results of classification? (2) Hengfeng bank Shaoxing branch at present each kind of customer problems in customer relationship management, what measures should be taken to improve to solve these problems? (3) in order to support the improvement of customer relationship management, Prudential Bank Shaoxing branch which need to get support from the branch level? Methods: literature research method. Case study method; mathematical statistics conclusion: (1) through factor analysis, 14 indicators that can be resolved into 2 factors, provide a reference for customer classification of bank enterprise customers later Method. (2) Shaoxing branch of AAA is the main customers business philosophy; AA is the main customers of customer manager, a customer is mainly business management; A- is the main customers customer evaluation problem. (3): AAA level for customers, can strengthen the innovation of financial products, build personalized service process; for AA customers, can strengthen customer manager team, develop customer visit plan, special configuration of wealth advisors, customers improve the smooth channel; for a customer, can highlight credit advantage, improve customer delivered value, the implementation of customer interaction management; A- level for customers can build data tracking platform, establish evaluation upgrade possibility customer exit mechanism.

【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F832.33

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 李丹;南昌銀行客戶關(guān)系管理的問(wèn)題與對(duì)策[D];江西師范大學(xué);2013年

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本文編號(hào)：1369980