【摘要】：客戶關(guān)系管理旨在通過改造企業(yè)業(yè)務(wù)流程,實(shí)行企業(yè)經(jīng)營管理由產(chǎn)品型、同質(zhì)化向客戶型、個(gè)性化轉(zhuǎn)變,使之真正做到以客戶為中心,有效地將客戶價(jià)值轉(zhuǎn)化為企業(yè)的核心競爭能力與營銷能力、獲利能力,以期在充分合理滿足客戶有效需求的基礎(chǔ)上,實(shí)現(xiàn)企業(yè)經(jīng)營效益最大化。 對于商業(yè)銀行來講,客戶關(guān)系管理是通過富有意義的交流溝通和卓有成效的金融產(chǎn)品與服務(wù),理解并影響客戶行為,最終達(dá)到客戶獲得、客戶保留、客戶忠誠和客戶創(chuàng)利的目的,有效培育和拓展高價(jià)值客戶群體,提高銀行的經(jīng)營效益�？蛻絷P(guān)系管理有利于銀行保持長久競爭力并帶來新的發(fā)展?jié)摿Α＝ㄔO(shè)銀行A分行要想在激烈的競爭中脫穎而出,處于區(qū)域內(nèi)行業(yè)領(lǐng)先地位,持續(xù)改進(jìn)客戶關(guān)系管理水平、優(yōu)化銀行客戶關(guān)系、提高客戶滿意度和忠誠度,使其能夠持續(xù)快速發(fā)展具有重要意義。 本文以客戶關(guān)系管理理論為基礎(chǔ),試圖遵循發(fā)現(xiàn)問題、分析問題、解決問題的邏輯框架,運(yùn)用理論與實(shí)際相結(jié)合的方法,對建行A分行的客戶關(guān)系管理現(xiàn)狀進(jìn)行系統(tǒng)分析,在此基礎(chǔ)上,制定吻合該分行實(shí)際的客戶關(guān)系管理優(yōu)化策略框架。 本文首先通過對客戶關(guān)系管理相關(guān)理論進(jìn)行闡述,通過對CRM理論的研究、分析,參照國內(nèi)外相關(guān)研究的成果,結(jié)合A分行的實(shí)際情況,對其實(shí)施客戶關(guān)系管理的現(xiàn)狀及存在的問題進(jìn)行了歸納,致力于探討建設(shè)銀行A分行實(shí)施CRM應(yīng)采取的策略,通過提高認(rèn)知度、構(gòu)建數(shù)據(jù)倉庫、差別化管理、互動(dòng)管理等,達(dá)到建立信息平臺(tái)、改革傳統(tǒng)營銷機(jī)制、推動(dòng)組織機(jī)構(gòu)變革、實(shí)施業(yè)務(wù)流程再造等,從而實(shí)現(xiàn)建設(shè)銀行A分行應(yīng)對國際銀行業(yè)競爭、保持核心競爭力和培養(yǎng)銀行忠誠客戶的目的。最后,本文提出樹立經(jīng)營理念、構(gòu)建營銷服務(wù)平臺(tái)、整合數(shù)據(jù)平臺(tái)、研發(fā)金融產(chǎn)品和完善客戶經(jīng)理制等工作措施,保障客戶關(guān)系管理的實(shí)施。 本文研究表明：建設(shè)銀行A分行要想通過有效的客戶關(guān)系管理來提高客戶滿意度,擴(kuò)大市場占有率,維護(hù)與發(fā)展長期的客戶關(guān)系,必須針對于現(xiàn)有的問題,對各方面進(jìn)行分析之后,才能有的放矢地采取有效的客戶關(guān)系管理措施。
[Abstract]:Customer relationship management aims at transforming enterprise business process, implementing enterprise management from product type, homogenization to customer type and individuation, so as to make it truly customer-centered. It can effectively transform the customer value into the core competitive ability, marketing ability and profit-making ability of the enterprise, so as to maximize the operating efficiency of the enterprise on the basis of fully and reasonably satisfying the effective demand of the customer. For commercial banks, customer relationship management is through meaningful communication and effective financial products and services, understand and influence customer behavior, ultimately achieve customer access, customer retention, The purpose of customer loyalty and profit-making is to cultivate and expand the high-value customer group and improve the operating efficiency of the bank. Customer relationship management helps banks to maintain long-term competitiveness and bring new development potential. China Construction Bank A Branch wants to stand out in the fierce competition, be in a leading position in the industry in the region, continuously improve the level of customer relationship management, optimize the bank's customer relationship, and improve customer satisfaction and loyalty. So that it can be sustained and rapid development is of great significance. Based on the theory of customer relationship management, this paper tries to follow the logical framework of finding problems, analyzing problems and solving problems, and makes a systematic analysis of the current situation of customer relationship management in CCB A Branch by means of combining theory with practice. On this basis, the establishment of the branch in line with the actual customer relationship management optimization strategy framework. Firstly, this paper expounds the related theory of customer relationship management, through the research and analysis of CRM theory, referring to the domestic and foreign related research results, combined with the actual situation of branch A, This paper summarizes the current situation and existing problems of implementing CRM, and probes into the strategies that should be adopted to implement CRM in the A branch of CCB by improving recognition, constructing data warehouse, differential management, interactive management, and so on. To establish the information platform, reform the traditional marketing mechanism, promote the reform of the organization, implement the business process reengineering and so on, so as to realize the A branch of the Construction Bank to cope with the competition of the international banking industry. Maintain core competence and cultivate the purpose of bank loyalty customers. Finally, this paper puts forward some measures, such as setting up business idea, constructing marketing service platform, integrating data platform, developing financial products and perfecting customer manager system, so as to ensure the implementation of customer relationship management. The research shows that in order to improve customer satisfaction, expand market share and maintain and develop long-term customer relationship through effective customer relationship management, China Construction Bank A Branch must focus on the existing problems. After the analysis of all aspects, we can take effective customer relationship management measures in a targeted way.
【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.33

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