本文關(guān)鍵詞： 重點(diǎn)客戶關(guān)系管理 客戶貢獻(xiàn)度 客戶差異性 客戶關(guān)系管理系統(tǒng)　出處：《浙江工業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：目前,國內(nèi)商業(yè)銀行的競爭已經(jīng)越來越集中到重點(diǎn)客戶上,已經(jīng)將重點(diǎn)客戶關(guān)系管理工作提升到了相當(dāng)重要的高度。受內(nèi)外部環(huán)境和同業(yè)競爭形勢的影響,浙江建行的重點(diǎn)客戶關(guān)系管理面臨著一定的挑戰(zhàn)。 本文的研究對象是浙江建行重點(diǎn)客戶關(guān)系管理工作,從相關(guān)理論入手,首先介紹了國內(nèi)外對商業(yè)銀行重點(diǎn)客戶關(guān)系管理的研究現(xiàn)狀和商業(yè)銀行客戶關(guān)系管理相關(guān)理論；其次對浙江建行重點(diǎn)客戶關(guān)系管理的現(xiàn)狀和存在的問題進(jìn)行了分析；最后,提出了相關(guān)策略和實(shí)施措施,著重進(jìn)行了基于客戶貢獻(xiàn)度的客戶差異化分析以及提出了基于貢獻(xiàn)度的識別模型和矩陣分析模型。 本文的意義是促使銀行對客戶關(guān)系管理提供足夠重視程度,能夠指導(dǎo)銀行更有效的做好客戶關(guān)系管理工作,為如何做好重點(diǎn)客戶關(guān)系管理提供新的思路和方法,并借此契機(jī)幫助本人梳理思路,從而更好的開展重點(diǎn)客戶關(guān)系管理工作。 本文的研究結(jié)論是浙江建行必須做好以下幾方面的工作,才能做好重點(diǎn)客戶關(guān)系管理：首先,將客戶關(guān)系管理理念滲透到各個部門和每個員工,真正的把客戶作為浙江建行最重要的資產(chǎn)來管理；第二,利用客戶的差異性,做好對重點(diǎn)客戶的識別、分類和差異化管理工作：第三,針對重點(diǎn)客戶,重構(gòu)業(yè)務(wù)流程,加大產(chǎn)品開發(fā)和營銷力度；第四,開發(fā)并有效使用一套完整的分析型客戶關(guān)系管理系統(tǒng)；最后,重視重點(diǎn)客戶關(guān)系管理考核評價體系的建設(shè)。
[Abstract]:At present, the competition of domestic commercial banks has been more and more concentrated on key customers, and the key customer relationship management has been promoted to a very important height. Affected by the internal and external environment and the situation of competition in the same industry, Zhejiang Construction Bank's key customer relationship management is facing certain challenges. The research object of this paper is the key customer relationship management of Zhejiang Construction Bank. Starting with the relevant theory, this paper first introduces the domestic and foreign research status of key customer relationship management in commercial banks and the relevant theory of customer relationship management in commercial banks. Secondly, the current situation and existing problems of key customer relationship management in Zhejiang Construction Bank are analyzed. Finally, the relevant strategies and implementation measures are put forward. The customer differentiation analysis based on customer contribution degree and the recognition model based on contribution degree and matrix analysis model are put forward. The significance of this paper is to urge banks to pay enough attention to customer relationship management, to guide banks to do customer relationship management more effectively, and to provide new ideas and methods for how to do well key customer relationship management. And take this opportunity to help me comb ideas, so as to better carry out key customer relationship management work. The conclusion of this paper is that Zhejiang Construction Bank must do a good job in the following aspects in order to do a good job of customer relationship management: first, the concept of customer relationship management to each department and every employee, To truly take the customer as the most important asset of Zhejiang Construction Bank to manage; second, to make use of the customer's difference, to do the work of identifying, classifying and differentiating the key customers; third, to reconfigure the business process for the key customers. Increase the strength of product development and marketing; 4th, develop and effectively use a complete analytical customer relationship management system; finally, attach importance to the key customer relationship management evaluation system construction.
【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.33

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