【摘要】：近年來(lái),因?yàn)槭澜缃?jīng)濟(jì)體系的飛速進(jìn)步,以及家庭資金的持續(xù)的飛速增加,傳統(tǒng)的利潤(rùn)高的商業(yè)銀行開(kāi)始進(jìn)入由顧客進(jìn)行挑選的階段。許多的商業(yè)銀行開(kāi)始大量的改革創(chuàng)新、不斷的維護(hù)老客戶,并不斷的擴(kuò)大新客戶群,通過(guò)優(yōu)化管理,才能在越來(lái)越激烈的市場(chǎng)競(jìng)爭(zhēng)中占據(jù)有利地位。從二十世紀(jì)開(kāi)始一直到現(xiàn)在,各家商業(yè)銀行開(kāi)始普遍實(shí)行客戶關(guān)系管理,因?yàn)樯虡I(yè)銀行有實(shí)力運(yùn)行客戶關(guān)系管理,具備相關(guān)的客觀條件以及實(shí)現(xiàn)的基本要素。最近幾年,中國(guó)的各家商業(yè)銀行不斷的強(qiáng)化重視個(gè)人顧客的理念,普遍提倡“以顧客為中心”的概念,促進(jìn)與顧客的關(guān)系不斷穩(wěn)定發(fā)展,不斷的將客戶的管理體系進(jìn)行改進(jìn),以創(chuàng)造價(jià)值。本文先是討論了客戶關(guān)系的管理理念,然后簡(jiǎn)單的闡述了其主要的定義、意義和它如何應(yīng)用于銀行行業(yè)。然后通過(guò)調(diào)查問(wèn)卷深入剖析了目前Z銀行S分行在個(gè)人客戶管理機(jī)制和服務(wù)舉措方面的不足之處,并找到主要問(wèn)題:CRM系統(tǒng)應(yīng)用度低、個(gè)人客戶關(guān)系增長(zhǎng)緩慢、優(yōu)質(zhì)客戶數(shù)量不足、網(wǎng)點(diǎn)分布不合理。并對(duì)上述問(wèn)題做了深入的原因分析。接著本文提出了Z銀行S分行個(gè)人客戶關(guān)系的服務(wù)方案,依據(jù)Z銀行S分行客戶關(guān)系管理的問(wèn)題,依次提出了信息化、客戶、產(chǎn)品、網(wǎng)點(diǎn)方案,具體是加強(qiáng)CRM基礎(chǔ)信息化建設(shè)、做好客戶分層維護(hù)、優(yōu)化金融產(chǎn)品開(kāi)發(fā)流程、清晰網(wǎng)點(diǎn)定位,豐富服務(wù)渠道等方案,并提出了深化的建議。最后提出Z銀行S分行客戶關(guān)系管理方案保障措施,主要從深挖客戶需求、完善產(chǎn)品與服務(wù)的設(shè)計(jì),多策并舉、促進(jìn)客戶關(guān)系成長(zhǎng)等方面進(jìn)行了闡述。
[Abstract]:In recent years, due to the rapid progress of the world economic system and the continuous rapid increase of household funds, the traditional high-profit commercial banks have begun to enter the stage of customer selection. Many commercial banks begin to reform a large number of innovation, constantly maintain the old customers, and constantly expand the new customer base, through the optimization of management, in order to occupy a more and more fierce market competition. From the beginning of the twentieth century to now, the commercial banks have generally implemented customer relationship management, because the commercial banks have the strength to run customer relationship management, have the relevant objective conditions and the basic elements to achieve. In recent years, various commercial banks in China have constantly strengthened the concept of attaching importance to individual customers, generally advocating the concept of "customer-centered", promoting the steady development of relations with customers, and constantly improving the customer management system. To create value. This paper first discusses the concept of customer relationship management, then briefly describes its main definition, significance and how it is applied to the banking industry. Then through the questionnaire in-depth analysis of the current Z Bank S branch in the personal customer management mechanism and service measures deficiencies, and found the main problems: low application of CRM system, personal customer relationship growth slow, High-quality customer quantity is insufficient, dot distribution is unreasonable. And to the above question has made the thorough reason analysis. Then this paper puts forward the service scheme of personal customer relationship of Z Bank S Branch. According to the problem of customer relationship management of Z Bank S Branch, this paper puts forward the plan of informatization, customer, product and network in turn, which is to strengthen the basic information construction of CRM. This paper makes a good customer stratification maintenance, optimizes the financial product development process, clear the network location, enriches the service channel and so on, and puts forward the deepening suggestion. Finally, this paper puts forward the protection measures of customer relationship management scheme of Z Bank S Branch, mainly from the aspects of digging customer demand, perfecting the design of products and services, promoting the growth of customer relationship and so on.
【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.33

【參考文獻(xiàn)】

相關(guān)期刊論文 前4條

1 王佳佳;葉明海;;基于4R理論的第三方物流企業(yè)營(yíng)銷(xiāo)模式[J];經(jīng)濟(jì)論壇;2010年07期

2 趙國(guó);;知識(shí)經(jīng)濟(jì)對(duì)營(yíng)銷(xiāo)理論的影響[J];消費(fèi)導(dǎo)刊;2007年05期

3 辜紅,徐嵐;顧客忠誠(chéng)的價(jià)值[J];商業(yè)研究;2002年18期

4 楊永恒,王永貴,鐘旭東;客戶關(guān)系管理的內(nèi)涵、驅(qū)動(dòng)因素及成長(zhǎng)維度[J];南開(kāi)管理評(píng)論;2002年02期

相關(guān)碩士學(xué)位論文 前7條

1 閆婧;中國(guó)農(nóng)業(yè)銀行東勝支行個(gè)人客戶關(guān)系管理問(wèn)題研究[D];內(nèi)蒙古財(cái)經(jīng)大學(xué);2014年

2 張浩;基于關(guān)鍵成功要素分析的Z公司大客戶分類管理研究[D];北京工業(yè)大學(xué);2013年

3 朱亦雋;商業(yè)銀行個(gè)人客戶關(guān)系管理探索[D];江西師范大學(xué);2013年

4 陳冬雪;交通銀行長(zhǎng)春衛(wèi)星支行客戶關(guān)系管理研究[D];吉林大學(xué);2012年

5 陳菲;成都銀行下屬支行績(jī)效考核問(wèn)題研究[D];西南財(cái)經(jīng)大學(xué);2011年

6 富信平;中信銀行個(gè)人客戶關(guān)系管理實(shí)施研究[D];大連理工大學(xué);2009年

7 曾宏華;商業(yè)銀行個(gè)人客戶關(guān)系管理理論及其在中國(guó)的應(yīng)用研究[D];浙江大學(xué);2006年

，

本文編號(hào)：2301188