發(fā)布時間：2019-06-29 20:15

【摘要】：隨著金融業(yè)競爭的日益加劇，我國銀行業(yè)的經(jīng)營策略從追求“規(guī)模效益”向挖掘“客戶效益”轉(zhuǎn)變，怎樣通過客戶關(guān)系管理滿足客戶個性化的需求成為銀行業(yè)競爭的核心。城市商業(yè)銀行處于銀行業(yè)競爭的弱勢地位，南昌銀行作為城市商業(yè)銀行的一個代表，做好客戶關(guān)系管理，提高客戶的滿意度與忠誠度迫在眉睫。 本論文由三個部分構(gòu)成，第一部分是有關(guān)客戶關(guān)系管理的理論研究，從客戶關(guān)系管理的概念及其核心思想入手，，引出CRM的戰(zhàn)略以及市場現(xiàn)狀和發(fā)展預(yù)測；第二部分經(jīng)過調(diào)查分析發(fā)現(xiàn)南昌銀行在實施CRM客戶關(guān)系管理時存在幾個主要問題，客戶細分不完善，服務(wù)理念表面化，人力資源管理機制不健全等；第三部分針對南昌銀行CRM的現(xiàn)實問題，提出了精細化細分客戶及對VIP客戶做好維護工作、完善商業(yè)銀行自身建設(shè)，改革經(jīng)營管理、人力資源建設(shè)、增加產(chǎn)品種類和實施差異化營銷滿足個性化需求、實施網(wǎng)點轉(zhuǎn)型等一系列成功實施CRM的措施。 本論文在研究和參考相關(guān)重要文獻資料前提下，通過經(jīng)典文獻分析研究、現(xiàn)存資料分析研究、問卷調(diào)查和電話調(diào)查相結(jié)合，統(tǒng)計抽樣以及定量和定性多重分析的方法，為南昌銀行客戶關(guān)系管理提出了針對性、建設(shè)性的完善措施，也為同行業(yè)在客戶關(guān)系管理方面提供參考。
[Abstract]:With the increasing competition in the financial industry, the management strategy of China's banking industry has changed from the pursuit of "economies of scale" to the excavation of "customer benefits". How to meet the personalized needs of customers through customer relationship management has become the core of banking competition. The city commercial bank is in the weak position of the banking competition. Nanchang Bank, as a representative of the city commercial bank, does a good job of customer relationship management and improves customer satisfaction and loyalty. This paper consists of three parts. The first part is the theoretical research on customer relationship management, which starts with the concept of customer relationship management and its core ideas, and leads to the strategy, market situation and development forecast of CRM. The second part finds that Nanchang Bank has several main problems in the implementation of CRM customer relationship management, such as imperfect customer segmentation, superficial service concept, imperfect human resource management mechanism and so on. In the third part, aiming at the practical problems of Nanchang Bank CRM, this paper puts forward a series of measures to successfully implement CRM, such as fine subdivision of customers and maintenance of VIP customers, perfection of commercial banks' own construction, reform of management, construction of human resources, increase of product types, implementation of differentiated marketing to meet personalized needs, implementation of network transformation, and so on. On the premise of studying and referring to the relevant important literature, through the classical literature analysis and research, the existing data analysis and research, the combination of questionnaire survey and telephone survey, statistical sampling and quantitative and qualitative multiple analysis methods, this paper puts forward targeted and constructive improvement measures for Nanchang Bank customer relationship management, and also provides a reference for the same industry in customer relationship management.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.33

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本文編號：2508080