本文關(guān)鍵詞： 個(gè)人客戶關(guān)系管理 工商銀行咸陽分行 提升策略　出處：《西安工業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著現(xiàn)代信息技術(shù)的發(fā)展與電商模式的崛起,傳統(tǒng)的商業(yè)銀行個(gè)人金融業(yè)務(wù)模式已經(jīng)不再適應(yīng)當(dāng)前的社會(huì)發(fā)展趨勢(shì)。工商銀行作為我國的一個(gè)股份制的商業(yè)銀行,在不斷變化的市場(chǎng)中得以快速發(fā)展,所依賴的就是工商銀行在社會(huì)發(fā)展與變化的過程中不斷轉(zhuǎn)變自身的發(fā)展理念,更新自身的發(fā)展模式,同時(shí)優(yōu)化自身的服務(wù)體系,從以產(chǎn)品為中心的服務(wù)模式轉(zhuǎn)化成為以客戶為中心的新時(shí)代發(fā)展策略。事實(shí)證明,以客戶為中心的發(fā)展模式已經(jīng)逐漸成為了市場(chǎng)化經(jīng)濟(jì)模式的核心理念,工商銀行只有不斷優(yōu)化自身的客戶關(guān)系管理現(xiàn)狀,才能夠?qū)崿F(xiàn)自身金融業(yè)務(wù)的可持續(xù)化發(fā)展。本文將以工商銀行咸陽分行個(gè)人客戶關(guān)系管理作為研究對(duì)象,通過對(duì)當(dāng)前整個(gè)銀行業(yè)的個(gè)人客戶關(guān)系管理發(fā)展的現(xiàn)狀入手,在對(duì)個(gè)人客戶關(guān)系管理的內(nèi)涵與特征進(jìn)行分析的同時(shí),在客戶忠誠度、滿意度、生命周期等理論的基礎(chǔ)上,針對(duì)性的分析了當(dāng)前工商銀行咸陽分行個(gè)人客戶關(guān)系管理的現(xiàn)狀,通過對(duì)工商銀行咸陽分行的SWOT分析,分析了工商銀行咸陽分行發(fā)展個(gè)人客戶關(guān)系管理所蘊(yùn)含的潛在意義。同時(shí)借鑒國內(nèi)外先進(jìn)的研究成果,有針對(duì)性的選取個(gè)人客戶關(guān)系管理的指標(biāo)體系,從而實(shí)現(xiàn)了工商銀行咸陽分行個(gè)人客戶關(guān)系管理的評(píng)價(jià)體系,通過對(duì)該體系的分析可以看出,工商銀行咸陽分行在對(duì)個(gè)人客戶的信息管理方面,有著一定的優(yōu)勢(shì),但是個(gè)人客戶意見投訴處理方面,存在一定的問題。相比較而言,工商銀行咸陽分行在咸陽市的眾多銀行中,現(xiàn)場(chǎng)服務(wù)及網(wǎng)點(diǎn)環(huán)境衛(wèi)生相對(duì)較好,但對(duì)于服務(wù)的及時(shí)性卻仍有待進(jìn)一步的提升。最后,針對(duì)工商銀行咸陽分行個(gè)人客戶關(guān)系管理上存在的問題,本文將從個(gè)人客戶管理方面、個(gè)人客戶維系方面、個(gè)人客戶轉(zhuǎn)化方面以及個(gè)人客戶服務(wù)提升四個(gè)方面提出了相應(yīng)的改善策略。期望能提供有效的參考與借鑒給工商銀行咸陽分行個(gè)人客戶關(guān)系的管理。
[Abstract]:With the development of modern information technology and the rise of e-commerce model. The traditional commercial bank personal financial business model has no longer adapted to the current social development trend. ICBC, as a joint-stock commercial bank in China, has been developing rapidly in the constantly changing market. In the process of social development and change, ICBC is relying on changing its own development concept, updating its own development model, and optimizing its own service system. From the product-centered service model to the customer-centered development strategy of the new era. Facts show that the customer-centric development model has gradually become the core concept of the market-oriented economic model. Industrial and Commercial Bank of China (ICBC) can realize the sustainable development of its own financial business only by continuously optimizing the current situation of its customer relationship management. This paper will take the personal customer relationship Management of ICBC Xianyang Branch as the research object. Through the current situation of the development of personal customer relationship management in the banking industry, this paper analyzes the connotation and characteristics of personal customer relationship management, at the same time, in customer loyalty, satisfaction. On the basis of life cycle theory, this paper analyzes the current situation of personal customer relationship management in Xianyang Branch of ICBC, and analyzes the SWOT of Xianyang Branch of ICBC. This paper analyzes the potential significance of the development of personal customer relationship management in Xianyang Branch of ICBC. At the same time, it selects the index system of personal customer relationship management for reference from the advanced research results at home and abroad. Thus realized the ICBC Xianyang branch personal customer relationship management evaluation system, through the analysis of this system, we can see that ICBC Xianyang Branch in the individual customer information management. There are some advantages, but there are certain problems in handling individual customer opinion complaints. Compared with the Xianyang branch, ICBC Xianyang Branch is in many banks in Xianyang City. Site service and network environmental hygiene is relatively good, but the timeliness of the service is still to be further improved. Finally, aiming at the existing problems of personal customer relationship management in Xianyang Branch of ICBC. This article will be from the individual customer management aspect, the individual customer maintenance aspect. Four aspects of personal customer transformation and personal customer service promotion are proposed to improve the strategy, hoping to provide effective reference and reference to the ICBC Xianyang branch of personal customer relationship management.
【學(xué)位授予單位】：西安工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.33

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