發(fā)布時間：2018-03-04 08:16

  本文選題：A銀行　切入點：新CRM　出處：《南昌大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)前,經(jīng)濟(jì)發(fā)展處于下行階段,銀行同業(yè)的競爭卻日趨白熱化,而且同質(zhì)產(chǎn)品、同質(zhì)服務(wù)、同質(zhì)營銷的模式和現(xiàn)象特別突出和嚴(yán)重。我們分析這些表象,不難看出銀行之間的競爭本質(zhì),即為客戶資源的搶奪,哪家銀行有了優(yōu)質(zhì)的客戶資源,便有了市場。越來越多的銀行開始研發(fā)和投產(chǎn)新一代CRM,將先進(jìn)的客戶關(guān)系管理理念融入到企業(yè)的經(jīng)營管理戰(zhàn)略之中。本文就以A銀行的新一代CRM建設(shè)為研究對象,以CRM及顧客價值為理論基礎(chǔ),通過國內(nèi)外CRM發(fā)展現(xiàn)狀的對比研究和分析,結(jié)合市場營銷等經(jīng)濟(jì)學(xué)和管理學(xué)知識,采用文獻(xiàn)研究、實地調(diào)研、案例研究、統(tǒng)計分析等研究方法,探索A銀行如何通過新一代CRM的建設(shè),來實現(xiàn)‘精準(zhǔn)營銷、主動出擊’,從而最大化地實現(xiàn)維系老客戶、拓展新客戶的模式創(chuàng)新。本文的研究成效有幾個方面:第一,基于CRM理念的管理思維創(chuàng)新從以往整個金融業(yè)界對CRM的定位來看,大多銀行僅僅把CRM視為一套軟件系統(tǒng),一個工具平臺,而忽視其思維和意識的重要性。本文在研究A銀行CRM重新設(shè)計時,不僅僅是將新一代CRM定位成軟件和工具,而是將它上升為企業(yè)經(jīng)營戰(zhàn)略管理理念,是以CRM為基礎(chǔ)的銀行業(yè)務(wù)營銷運(yùn)作系統(tǒng),明確了管理在前、系統(tǒng)在后的建設(shè)定位,拔高了其在A銀行戰(zhàn)略規(guī)劃中的管理地位,系統(tǒng)所有功能都必須服務(wù)于A銀行的經(jīng)營管理,所有營銷計劃都圍繞著企業(yè)的營銷戰(zhàn)略而展開;它運(yùn)行著各式各樣的業(yè)務(wù)計劃,它建立起以客戶關(guān)系維護(hù)和拓展責(zé)任制為中心的管理制度,將A銀行的核心管理理念由以往的‘以業(yè)務(wù)為中心’轉(zhuǎn)變?yōu)椤钥蛻魹橹行摹５诙?基于客戶畫像的360視圖創(chuàng)新通過對客戶資產(chǎn)、負(fù)債、理財、風(fēng)險、渠道、歷史交易明細(xì)、違約信息、關(guān)聯(lián)人信息、興趣愛好、消費(fèi)習(xí)慣、投訴建議來對客戶進(jìn)行全方位、多維地分析——對客戶進(jìn)行畫像,從而得出客戶的綜合評級——包括星級評級、貢獻(xiàn)評級、存貸款評級、有效積分、貸款(信用卡)授信額度等信息,可實現(xiàn)對客戶靜態(tài)信息及動態(tài)趨勢的全面了解和預(yù)判,對客戶經(jīng)理做營銷方案和企劃有積極的指導(dǎo)意義。第三,基于客戶貢獻(xiàn)的精準(zhǔn)營銷創(chuàng)新名單營銷是精準(zhǔn)營銷的前提基礎(chǔ),上至企業(yè)經(jīng)營戰(zhàn)略下至營銷活動,能否取得最大效果的關(guān)鍵在于是否能通過數(shù)據(jù)分析和計算,得出準(zhǔn)確、明晰的目標(biāo)客戶名單,再配以有效的營銷方案和周到的服務(wù),對客戶進(jìn)行精準(zhǔn)營銷、主動出擊。而A銀行新一代CRM通過對客戶貢獻(xiàn)度、滿意度、風(fēng)險度的引入,實現(xiàn)了價值客戶的有效識別、維系和拓展,風(fēng)險客戶的及早發(fā)現(xiàn)、規(guī)避和處理。另外,本人將MBA學(xué)習(xí)過程中的市場營銷、運(yùn)營管理等課程的知識點,融入到CRM的模塊設(shè)計和客戶推廣中,通過對A銀行老CRM應(yīng)用現(xiàn)狀進(jìn)行分析,發(fā)現(xiàn)問題,并引出具有前瞻性的解決方案。
[Abstract]:At present, the economic development is in a downward stage, but the competition among banks is becoming more and more intense, and the patterns and phenomena of homogeneous products, homogeneous services, and homogeneous marketing are particularly prominent and serious. We analyze these phenomena. It is not difficult to see the essence of the competition between banks, that is, which bank has high quality customer resources for the snatch of customer resources, More and more banks began to develop and put into production a new generation of CRM, which incorporated advanced customer relationship management concept into the management strategy of enterprises. This paper takes the new generation of CRM construction of Bank A as the research object. Based on the theory of CRM and customer value, through the comparative research and analysis of domestic and foreign CRM development status, combined with marketing and other knowledge of economics and management, the use of literature research, field research, case studies, statistical analysis and other research methods, This paper explores how bank A can achieve precision marketing, take the initiative to attack, and maximize the pattern innovation of maintaining old customers and expanding new customers through the construction of a new generation of CRM. The research results of this paper have several aspects: first, The innovation of management thinking based on the idea of CRM. From the position of CRM in the whole financial circles in the past, most banks only regard CRM as a software system and a tool platform. While ignoring the importance of thinking and consciousness, this paper not only aims to position the new generation of CRM as software and tools, but also elevates it to the concept of business strategy management when studying the redesign of CRM in Bank A. It is a bank business marketing operation system based on CRM. It clarifies the construction orientation of management before and after the system, elevates its management position in the strategic planning of bank A, and all the functions of the system must serve the management of bank A. All marketing plans revolve around an enterprise's marketing strategy; it runs a variety of business plans, and it establishes a management system centred on customer relationship maintenance and extended accountability, The core management concept of Bank A has been changed from "business-centric" to "customer-centric". Second, 360 views based on customer portrait are innovated through the details of customer assets, liabilities, financial management, risk, channels, and historical transactions. Default information, related person information, hobbies, consumption habits, complaints and suggestions to carry out a comprehensive, multidimensional analysis of the customer-portrait of the customer, so as to obtain the customer's comprehensive rating-including star rating, contribution rating, The information such as deposit and loan rating, effective credit score, credit card credit line and so on, can realize the comprehensive understanding and pre-judgment of the customer's static information and dynamic trend, and have positive guiding significance for the account manager to make the marketing plan and plan. Third, Precision marketing innovation list marketing based on customer contribution is the premise of precision marketing. The key to obtain the greatest effect from business strategy to marketing activities lies in whether the accuracy can be obtained through data analysis and calculation. A clear list of target customers, coupled with effective marketing programs and thoughtful services, to target customers with precision marketing and proactive attacks. And Bank A's new generation of CRM, through the introduction of customer contribution, satisfaction, and risk, Effective identification, maintenance and expansion of value customers, early detection, avoidance and handling of risk customers. In addition, I will learn the knowledge of marketing, operation management and other courses in the course of MBA learning. In the course of module design and customer promotion of CRM, this paper analyzes the current situation of the old CRM application in Bank A, finds out the problems, and leads to a forward-looking solution.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F832.33

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