【摘要】：建設(shè)銀行是一家有著40年國(guó)有經(jīng)營(yíng)歷史的銀行。自1994年轉(zhuǎn)為國(guó)有商業(yè)銀行之后,營(yíng)口建行在本地區(qū)排名一直名列前茅。然而自從2009年?duì)I口地區(qū)突然有許多其他金融機(jī)構(gòu)進(jìn)駐以后,營(yíng)口建行的排名開(kāi)始漸漸下滑,處于了極端被動(dòng)的地位。國(guó)家五點(diǎn)一線的政策造成了營(yíng)口地區(qū)現(xiàn)今機(jī)遇與危機(jī)并存的局面,營(yíng)口建行如何通過(guò)整合有效的客戶關(guān)系從同行業(yè)的競(jìng)爭(zhēng)中脫穎而出已經(jīng)成為了迫在眉睫的問(wèn)題。本文的目的是通過(guò)對(duì)營(yíng)口建行目前客戶關(guān)系管理現(xiàn)狀的剖析,來(lái)尋找提高客戶滿意度,獲取新顧客,保持老顧客的方法。 首先,本文介紹了研究背景和與一些與客戶關(guān)系管理有關(guān)的理論。接著對(duì)營(yíng)口建行的實(shí)際情況作了介紹并深入分析了目前存在各種問(wèn)題的原因。本文通過(guò)大量的數(shù)據(jù)統(tǒng)計(jì)和問(wèn)卷調(diào)查等方式找到了解決現(xiàn)存問(wèn)題的方法,即：通過(guò)改善服務(wù)質(zhì)量來(lái)提高客戶滿意度；完善客戶經(jīng)理激勵(lì)機(jī)制并優(yōu)化客戶關(guān)系管理系統(tǒng)；開(kāi)發(fā)不同產(chǎn)品以滿足客戶的差異化需求：改善審批體制提高客戶忠誠(chéng)度。上述幾點(diǎn)策略的有效實(shí)施將有助于提升營(yíng)口建行的客戶關(guān)系管理水平,促進(jìn)客戶關(guān)系管理更廣泛,更長(zhǎng)久,更深入的發(fā)展。
[Abstract]:China Construction Bank (CCB) is a 40-year-old state-owned bank. Yingkou Construction Bank has been among the best in the region since it became a state-owned commercial bank in 1994. However, since the sudden arrival of many other financial institutions in the Yingkou area in 2009, Yingkou CCB's ranking has begun to decline and is in an extremely passive position. The national five-point and one-line policy has caused the present situation of opportunity and crisis in Yingkou area. How Yingkou Construction Bank stands out from the competition of the same industry through the integration of effective customer relations has become an urgent problem. The purpose of this paper is to find ways to improve customer satisfaction, obtain new customers and keep old customers by analyzing the current situation of customer relationship management in Yingkou Construction Bank. Firstly, this paper introduces the research background and some theories related to customer relationship management. Then the actual situation of Yingkou Construction Bank is introduced and the causes of all kinds of problems are analyzed. This article through a large number of data statistics and questionnaires to find ways to solve the existing problems, namely: improve the quality of service to improve customer satisfaction; perfect customer manager incentive mechanism and optimize customer relationship management system; Develop different products to meet customers' differentiated needs: improve approval system and improve customer loyalty. The effective implementation of these strategies will help to improve the level of customer relationship management of Yingkou Construction Bank and promote the development of more extensive, long-term and in-depth customer relationship management.
【學(xué)位授予單位】：大連理工大學(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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本文編號(hào)：2453130