發(fā)布時(shí)間：2018-02-26 14:09

  本文關(guān)鍵詞： 城市商業(yè)銀行 江蘇銀行 客戶關(guān)系管理 CRM　出處：《廣西師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)的全球化和外資銀行的大量涌入,以及我國(guó)金融改革的不斷深入,國(guó)內(nèi)金融市場(chǎng)競(jìng)爭(zhēng)日益激烈,金融買方市場(chǎng)已初步形成。同時(shí),以Internet為代表的信息技術(shù)飛速發(fā)展,深刻地影響了國(guó)有城市商業(yè)銀行傳統(tǒng)的運(yùn)作模式。在這樣的新形勢(shì)下,作為國(guó)有城市商業(yè)銀行之一的江蘇銀行,建立與加強(qiáng)客戶關(guān)系管理(CRM),已成為其鞏固和提高市場(chǎng)競(jìng)爭(zhēng)力的迫切需要。 客戶關(guān)系管理的核心是“以客戶為中心”,通過滿足客戶的個(gè)性化需求,實(shí)現(xiàn)提高客戶滿意度和忠誠(chéng)度,實(shí)現(xiàn)縮短銷售周期,降低銷售成本,增加收入,拓展市場(chǎng),提升企業(yè)盈利能力和競(jìng)爭(zhēng)能力的目標(biāo)�？蛻絷P(guān)系管理的主要內(nèi)容包括,客戶價(jià)值、關(guān)系價(jià)值和信息技術(shù)�？蛻絷P(guān)系是企業(yè)的一種營(yíng)銷戰(zhàn)略,企業(yè)通過與客戶的不斷交流與互動(dòng),提供信息與客戶進(jìn)行交流,以便了解客戶的行為,進(jìn)而影響客戶的行為,最終留住客戶,不斷增加企業(yè)的利潤(rùn)。 本文以江蘇銀行某支行為例,首先將本次研究放在特定的背景下,說明研究的意義,并回顧了國(guó)內(nèi)外現(xiàn)有的研究,從而為本文研究奠定理論基礎(chǔ),并且尋求可能創(chuàng)新之處；然后在探討國(guó)有城市商業(yè)銀行CRM運(yùn)營(yíng)模式分析的基礎(chǔ)上,結(jié)合江蘇銀行某支行實(shí)施CRM的現(xiàn)狀,對(duì)該行存在的主要問題進(jìn)行剖析,最后針對(duì)其存在的信息、流程、技術(shù)、人員等方面的問題,提出優(yōu)化CRM的措施建議。力爭(zhēng)通過改善江蘇銀行某支行的CRM,為江蘇銀行其他支行客戶關(guān)系管理的實(shí)施提供借鑒。 在國(guó)內(nèi)銀行業(yè)競(jìng)爭(zhēng)不斷加劇、國(guó)際金融一體化不斷深化的今天,江蘇銀行某支行只有從經(jīng)營(yíng)理念、業(yè)務(wù)流程等多方面進(jìn)行全面的改革,實(shí)施科學(xué)的客戶關(guān)系管理,以科技為基礎(chǔ),以營(yíng)銷人才和組織架構(gòu)為保障,以完善客戶關(guān)系為宗旨,才能有效地整合銀行資源,提高自身的競(jìng)爭(zhēng)優(yōu)勢(shì)、建立起核心競(jìng)爭(zhēng)力,從而實(shí)現(xiàn)長(zhǎng)久的可持續(xù)發(fā)展。
[Abstract]:With the globalization of economy and the influx of foreign banks, as well as the deepening of China's financial reform, the domestic financial market competition is increasingly fierce, the financial buyer's market has initially formed. At the same time, the information technology represented by Internet is developing rapidly. It has deeply affected the traditional operation mode of state-owned city commercial bank. In such a new situation, Jiangsu Bank, as one of the state-owned city commercial banks, To establish and strengthen customer relationship management (CRM) has become an urgent need to consolidate and improve market competitiveness. The core of customer relationship management (CRM) is "customer-centered", which can improve customer satisfaction and loyalty, shorten sales cycle, reduce sales cost, increase revenue and expand market. The main contents of CRM include customer value, relationship value and information technology. Customer relationship is a kind of marketing strategy. Provide information to communicate with customers in order to understand customer behavior, thereby affecting customer behavior, ultimately retaining customers, increasing corporate profits. This paper takes a branch of Jiangsu Bank as an example, first of all, put this research under a specific background, explain the significance of the study, and review the existing research at home and abroad, so as to lay a theoretical foundation for this study, and seek for possible innovations; Then, on the basis of analyzing the CRM operation mode of state-owned city commercial bank, combining with the present situation of implementing CRM in a branch of Jiangsu Bank, this paper analyzes the main problems existing in the bank, and finally analyzes the information, process and technology of the bank. This paper puts forward some suggestions on how to optimize the CRM of Jiangsu Bank by improving the CRM of one branch of Jiangsu Bank, and provides reference for the implementation of customer relationship Management in other branches of Jiangsu Bank. With the increasing competition in the domestic banking industry and the deepening of international financial integration, a branch of Jiangsu Bank can only carry out comprehensive reform and implement scientific customer relationship management from many aspects, such as management concept, business process and so on. On the basis of science and technology, with marketing talents and organizational structure as the guarantee, and with the aim of perfecting the customer relationship, the bank resources can be effectively integrated, its competitive advantage can be improved, and the core competitiveness can be established, thus realizing the sustainable development for a long time.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.33;F274

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