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  本文關鍵詞： 客戶關系管理 客戶細分 客戶滿意 客戶忠誠　出處：《哈爾濱工程大學》2013年碩士論文　論文類型：學位論文

【摘要】：商業(yè)銀行客戶關系管理是在對客戶細分的基礎，提高與客戶溝通的技能，將談判能力提升為營銷能力，提升與客戶合作的價值�？蛻絷P系管理有利于銀行保持長久競爭力并帶來新的發(fā)展?jié)摿�。郵儲銀行哈分行要在激烈的同業(yè)中處于不敗之地，持續(xù)優(yōu)化客戶關系，提高對高端客戶的服務能力，提高客戶的滿意度和忠誠度，對其得以持續(xù)發(fā)展具有重要意義。 本文通過首先對郵儲銀行哈分行實施客戶關系管理的現(xiàn)狀進行概述，其次對郵儲銀行哈分行在實施客戶關系管理中存在的問題進行了分析，然后在現(xiàn)有軟硬件基礎上，，從組織結(jié)構(gòu)設計、客戶關系建立、維護、提升三個不同階段的CRM內(nèi)容和CRM對策:客戶差異化管理、客戶滿意度管理、客戶忠誠度管理，并基于AHP方法和郵儲銀行哈分行的實際情況建立客戶忠誠度測評模型，為郵儲銀行哈分行的客戶關系管理提供了較為科學務實的優(yōu)化方案。最后，從構(gòu)建合理的業(yè)務流程、建立完善的客戶關系管理信息平臺、改革經(jīng)營管理體制、加大金融產(chǎn)品創(chuàng)新、轉(zhuǎn)變營銷模式、加大培訓力度幾方面提出了保障實施措施。
[Abstract]:Customer relationship management in commercial banks is based on customer segmentation, improve communication skills with customers, and improve negotiation ability into marketing ability. Enhance the value of cooperation with customers. Customer relationship management will help banks to maintain long-term competitiveness and bring new development potential. Postal savings Bank, Harbin Branch in an invincible position in the fierce industry, continuous optimization of customer relations, It is of great significance to improve the service ability and customer satisfaction and loyalty of high-end customers. This paper first summarizes the current situation of implementing customer relationship management in Henan Postal savings Bank branch, then analyzes the problems existing in the implementation of customer relationship management, and then based on the existing software and hardware, the paper analyzes the problems existing in the implementation of customer relationship management in the branch of Postal savings Bank Harbin Branch, then based on the existing software and hardware, From the organizational structure design, customer relationship establishment, maintenance, promotion of three different stages of CRM content and CRM countermeasures: customer differentiation management, customer satisfaction management, customer loyalty management, Based on the AHP method and the actual situation of Hongkong Post savings Bank Harbin Branch, a customer loyalty evaluation model is established, which provides a scientific and practical optimization scheme for customer relationship management of Postal savings Bank Harbin Branch. Finally, a reasonable business process is constructed. Some measures are put forward in this paper, such as establishing a perfect information platform of customer relationship management, reforming the management system, increasing the innovation of financial products, changing the marketing mode and increasing the training intensity.
【學位授予單位】：哈爾濱工程大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F832.33

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本文編號：1510790