發(fā)布時間：2018-03-30 06:25

  本文選題：國有商業(yè)銀行　切入點：零售業(yè)務(wù)　出處：《西南財經(jīng)大學》2014年碩士論文

【摘要】：隨著經(jīng)濟、金融全球化趨勢日益顯著,銀行零售業(yè)務(wù)的戰(zhàn)略重要性日益突出,在銀行業(yè)務(wù)里的比重越來越大,對曾一度以“國字號”自居的國有商業(yè)銀行,其戰(zhàn)略意義更為深遠。電子商務(wù)在中國持續(xù)的蓬勃發(fā)展,尤其隨著海量用戶結(jié)構(gòu)化與非結(jié)構(gòu)化數(shù)據(jù)的積累與挖掘,使得互聯(lián)網(wǎng)企業(yè)越來越清晰用戶在金融服務(wù)方面的需求和偏好,注重消費者的體驗與互動,從提供簡單的第三方支付服務(wù)逐步滲透到銀行的核心業(yè)務(wù)領(lǐng)域。面對來自互聯(lián)網(wǎng)金融對銀行核心業(yè)務(wù)的沖擊,國有商業(yè)銀行應(yīng)透過現(xiàn)象看本質(zhì),以顧客關(guān)系角度作為切入點并進行有效改革、調(diào)整,以此重塑品牌形象、強化消費者對產(chǎn)品服務(wù)的黏性。 本文首先對國有商業(yè)銀行零售業(yè)務(wù)的顧客關(guān)系進行剖析,發(fā)現(xiàn)國有商業(yè)銀行零售業(yè)務(wù)的顧客關(guān)系現(xiàn)狀。互聯(lián)網(wǎng)金融之所以能在這么短時間內(nèi)異軍突起,被廣大消費者所關(guān)注、所接受,“以客戶為中心”的理念是互聯(lián)網(wǎng)金融企業(yè)的成功所在。而顧客服務(wù)模式上強調(diào)產(chǎn)品導向和拉動型銷售、對顧客的服務(wù)效率低下、顧客服務(wù)理念缺乏及顧客服務(wù)渠道零散獨立等是現(xiàn)階段國有商業(yè)銀行在顧客關(guān)系管理方面的現(xiàn)狀。接下來,通過對以“余額寶”、“人人貸”為代表的互聯(lián)網(wǎng)金融產(chǎn)品的發(fā)展現(xiàn)狀以及國有商業(yè)銀行零售業(yè)務(wù)的發(fā)展現(xiàn)狀進行對比分析,發(fā)現(xiàn)互聯(lián)網(wǎng)金融對國有商業(yè)銀行零售業(yè)務(wù)的沖擊主要體現(xiàn)在活期存款的流失和個人經(jīng)營性貸款的減少。面對這些問題,筆者通過SWOT分析法,找到現(xiàn)階段解決上述問題的方向,給出對應(yīng)的解決措施,以期望國有商業(yè)銀行能夠借助結(jié)構(gòu)轉(zhuǎn)型的契機將上述問題解決掉,將國有商業(yè)銀行2.0的服務(wù)模式提升至3.0,即形成“以客戶為中心”的顧客關(guān)系服務(wù)理念,以優(yōu)質(zhì)的服務(wù)、滿意的產(chǎn)品、頻繁的溝通聯(lián)系,不斷提升客戶黏性,培育客戶的忠誠度。 國有商業(yè)銀行在互聯(lián)網(wǎng)金融的沖擊下,不可避免會受到各種影響。只有運用顧客關(guān)系管理的各種手段,將逐步降低的顧客黏性和忠誠度進行有效提升,才能打開現(xiàn)有被動局面。而國有商業(yè)銀行原本穩(wěn)定的傳統(tǒng)金融渠道,也將因為有了互聯(lián)網(wǎng)金融這條“鯰魚”而展現(xiàn)出新的活力。只要經(jīng)過快速、有效、正確的改革,將顧客至上的服務(wù)理念融入對消費者每一次的服務(wù)過程中,國有商業(yè)銀行就能再次成為行業(yè)的領(lǐng)軍者。
[Abstract]:With the increasing economic and financial globalization trend, the strategic importance of the retail banking business is becoming increasingly prominent, and the proportion in the banking business is increasing. Its strategic significance is more far-reaching. E-commerce continues to flourish in China, especially with the accumulation and mining of massive user structured and unstructured data. Making Internet enterprises more and more clear about users' needs and preferences in financial services, and paying attention to the experience and interaction of consumers. From providing simple third-party payment services to the core business areas of banks, the state-owned commercial banks should see the essence through the phenomenon in the face of the impact of Internet finance on the core business of banks. Take the customer relation angle as the breakthrough point, carries on the effective reform, the adjustment, reconstructs the brand image, strengthens the consumer to the product service viscosity. This paper first analyzes the customer relationship of the retail business of the state-owned commercial banks, and finds out the present situation of the customer relations of the retail business of the state-owned commercial banks. The reason why Internet finance can rise suddenly in such a short time is concerned by the vast number of consumers. It is accepted that the concept of "customer-centered" is the success of Internet financial enterprises. In customer service mode, the emphasis is on product-oriented and pull-oriented sales, and the service efficiency to customers is low. The lack of the concept of customer service and the scattered independence of customer service channels are the current situation of state-owned commercial banks in customer relationship management. Through comparative analysis of the development status of Internet financial products represented by "Yu'e Bao" and "peer-to-peer lending" as well as the retail business of state-owned commercial banks, It is found that the impact of Internet finance on the retail business of state-owned commercial banks is mainly reflected in the loss of demand deposits and the reduction of personal operating loans. In the face of these problems, the author, through SWOT analysis, finds out the direction of solving the above problems at this stage. The corresponding solutions are given in order to expect the state-owned commercial banks to solve the above problems with the opportunity of structural transformation, and to promote the service mode of the state-owned commercial banks 2.0 to 3.0, that is, to form the customer relationship service concept of "customer centered". High-quality service, satisfactory products, frequent communication, constantly improve customer viscosity, customer loyalty. Under the impact of Internet finance, state-owned commercial banks will inevitably be affected. Only by using various means of customer relationship management, will gradually lower customer viscosity and loyalty be effectively promoted. In order to open up the existing passive situation, the traditional financial channels of state-owned commercial banks, which were originally stable, will also show new vitality because of the "catfish" of Internet finance. Only through rapid, effective and correct reform, State-owned commercial banks can once again become industry leaders by integrating customer-first service concept into each service process for consumers.
【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.2

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本文編號：1684717