【摘要】：進(jìn)入21世紀(jì)以來(lái),商業(yè)銀行之間的競(jìng)爭(zhēng)愈發(fā)加劇,特別是隨著我國(guó)入世保護(hù)期的結(jié)束,外資銀行已經(jīng)在國(guó)內(nèi)享受國(guó)民待遇,加上網(wǎng)絡(luò)金融的迅速發(fā)展,對(duì)國(guó)內(nèi)商業(yè)銀行造成的壓力越來(lái)越大。因此,對(duì)于國(guó)內(nèi)銀行來(lái)說(shuō),迅速找準(zhǔn)突破口,改變傳統(tǒng)的經(jīng)營(yíng)理念和發(fā)展模式迫在眉睫。隨著經(jīng)濟(jì)和科技的飛速發(fā)展,人們對(duì)金融產(chǎn)品和服務(wù)的需求也不僅僅局限于傳統(tǒng)的儲(chǔ)蓄需要,更加重視資產(chǎn)的保值和增值。如何把握發(fā)展機(jī)遇,在競(jìng)爭(zhēng)中挖掘客戶、滿足客戶需求、提升客戶忠誠(chéng)度已經(jīng)成為我國(guó)商業(yè)銀行目前面臨的重要課題。客戶關(guān)系管理理論的研究在提升商業(yè)銀行競(jìng)爭(zhēng)力、維護(hù)客戶關(guān)系等方面發(fā)揮了重要的作用。本文以中國(guó)銀行煙臺(tái)分行為研究對(duì)象,分析現(xiàn)有的客戶關(guān)系管理模式,同時(shí)根據(jù)系統(tǒng)實(shí)際運(yùn)行情況分析其利弊,以尋求完善系統(tǒng)的途徑,為其他商業(yè)銀行客戶關(guān)系管理提供借鑒。第一章是導(dǎo)論部分,主要介紹了文章的研究背景以及現(xiàn)實(shí)意義,對(duì)客戶關(guān)系管理和商業(yè)銀行客戶關(guān)系管理的國(guó)內(nèi)外研究現(xiàn)狀進(jìn)行論述,概括了文章的研究思路、方法,最后指出了本文創(chuàng)作中的創(chuàng)新點(diǎn)和不足。第二章闡述了客戶關(guān)系管理的相關(guān)理論,包括客戶滿意度理論和客戶價(jià)值管理理論。第三章首先對(duì)中國(guó)銀行煙臺(tái)分行進(jìn)行情況簡(jiǎn)介,然后對(duì)其客戶關(guān)系管理的現(xiàn)狀及特點(diǎn)進(jìn)行分析,肯定了其在客戶關(guān)系管理方面取得的一定成績(jī)。然后在問(wèn)卷調(diào)查的基礎(chǔ)上對(duì)中國(guó)銀行煙臺(tái)分行客戶關(guān)系管理系統(tǒng)運(yùn)行后的客戶滿意度情況進(jìn)行調(diào)研,并分析調(diào)研結(jié)果。第四章在理論學(xué)習(xí)的基礎(chǔ)上,對(duì)中國(guó)銀行煙臺(tái)分行客戶關(guān)系管理存在的問(wèn)題進(jìn)行深入分析,并探尋問(wèn)題存在的原因。第五章針對(duì)第四章提出的問(wèn)題創(chuàng)造性地提出解決建議和方法,并從企業(yè)文化,組織、人力資源和制度保障四個(gè)方面提出確�？蛻絷P(guān)系管理實(shí)施的政策保障。第六章是結(jié)論與展望,在對(duì)全文主要結(jié)論進(jìn)行總結(jié)的基礎(chǔ)上指出研究的不足之處,并提出進(jìn)一步的研究設(shè)想。
[Abstract]:Since entering the 21st century, the competition among commercial banks has become more and more intense, especially with the end of the protection period of China's entry into WTO, foreign banks have already enjoyed national treatment at home and the rapid development of network finance. The pressure on domestic commercial banks is increasing. Therefore, for domestic banks, it is urgent to find a breakthrough quickly and change the traditional management concept and development mode. With the rapid development of economy and science and technology, people's demand for financial products and services is not only limited to the traditional need for savings, but also attaches more importance to the preservation and appreciation of assets. How to grasp the development opportunity, excavate the customer in the competition, satisfy the customer demand, enhance the customer loyalty has already become the important subject that our country commercial bank faces at present. The study of customer relationship management theory plays an important role in enhancing the competitiveness of commercial banks and maintaining customer relations. This paper takes Yantai Branch of Bank of China as the research object, analyzes the existing customer relationship management model, and analyzes its advantages and disadvantages according to the actual operation of the system, in order to find ways to perfect the system. For other commercial banks customer relationship management to provide reference. The first chapter is the introduction part, mainly introduces the research background and practical significance of the article, discusses the domestic and foreign research status of customer relationship management and commercial bank customer relationship management, summarizes the research ideas and methods of the article. Finally, this paper points out the creative points and shortcomings. The second chapter describes the theory of customer relationship management, including customer satisfaction theory and customer value management theory. The third chapter introduces the situation of Yantai branch of Bank of China, then analyzes the current situation and characteristics of customer relationship management, and confirms its achievements in customer relationship management. Then, based on the questionnaire, the customer satisfaction of Yantai Branch of Bank of China is investigated, and the results are analyzed. The fourth chapter, on the basis of theoretical study, deeply analyzes the problems existing in customer relationship management of Bank of China Yantai Branch, and explores the reasons for the problems. The fifth chapter creatively puts forward suggestions and methods to solve the problems raised in chapter 4, and puts forward the policy guarantee to ensure the implementation of customer relationship management from four aspects: corporate culture, organization, human resources and system guarantee. The sixth chapter is the conclusion and prospect, on the basis of summarizing the main conclusions of the paper, points out the deficiencies of the research, and puts forward further research ideas.
【學(xué)位授予單位】：大連海事大學(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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