本文選題：商業(yè)銀行　切入點(diǎn)：零售行業(yè)　出處：《南京理工大學(xué)》2014年碩士論文

【摘要】：當(dāng)前,我國(guó)銀行業(yè)面臨激烈的同業(yè)競(jìng)爭(zhēng)和變化的市場(chǎng)環(huán)境,例如,外資銀行的沖擊、股份銀行與城商行的競(jìng)爭(zhēng)、民營(yíng)資本的進(jìn)一步放開(kāi)等。銀行業(yè)務(wù)包含龐大而復(fù)雜的客戶(hù)信息數(shù)據(jù),如何有效的管理和利用客戶(hù)信息,使其轉(zhuǎn)化為生產(chǎn)力是當(dāng)前各家銀行面臨的重要課題。而針對(duì)零售行業(yè)客戶(hù)關(guān)系管理的研究較少,本文則嘗試?yán)碚摽蛻?hù)管理理論,結(jié)合工作實(shí)踐,對(duì)零售領(lǐng)域的客戶(hù)關(guān)系管理進(jìn)行研究分析。零售行業(yè)的運(yùn)營(yíng)具有環(huán)節(jié)多、主體多、模式靈活等特點(diǎn),對(duì)銀行產(chǎn)品的需求多樣,其發(fā)展為中國(guó)銀行江蘇省分行帶來(lái)了巨大的業(yè)務(wù)發(fā)展空間。但亦面臨多變的外部環(huán)境和激烈市場(chǎng)競(jìng)爭(zhēng),內(nèi)部管理尤其是客戶(hù)關(guān)系管理方面仍存在一些問(wèn)題。鑒于此,作者將結(jié)合自身工作情況,以中國(guó)銀行江蘇省分行零售行業(yè)客戶(hù)為研究對(duì)象,結(jié)合本行和本部門(mén)的實(shí)際業(yè)務(wù)情況,在梳理國(guó)內(nèi)外客戶(hù)關(guān)系管理理論的基礎(chǔ)上,對(duì)中國(guó)銀行江蘇省分行零售行業(yè)客戶(hù)關(guān)系管理現(xiàn)狀進(jìn)行分析,包括資產(chǎn)狀況、管理流程、金融產(chǎn)品、管理措施分析。然后,作者針對(duì)零售行業(yè)金融服務(wù)需求特征,找出本行當(dāng)前所存在的問(wèn)題,并給出相關(guān)建議和對(duì)策,以期能對(duì)作者的工作和公司客戶(hù)關(guān)系管理的改善提供一定啟示和幫助。
[Abstract]:At present, China's banking industry is faced with fierce interbank competition and changing market environment, such as the impact of foreign banks, the competition between stock banks and city commercial banks, the further liberalization of private capital and so on.Banking business contains huge and complex customer information data. How to effectively manage and utilize customer information and transform it into productivity is an important issue facing banks at present.However, there are few researches on customer relationship management in retail industry. This paper tries to study and analyze the customer relationship management in retail field by combining the theory of customer relationship management with the work practice.The operation of retail industry is characterized by many links, many main bodies and flexible models, and the demand for bank products is diverse. The development of retail industry has brought huge business development space for Bank of China Jiangsu Branch.But also facing the changeable external environment and fierce market competition, there are still some problems in internal management, especially in customer relationship management.In view of this, the author will take the retail industry customers of Bank of China Jiangsu Branch as the research object, combined with the actual business situation of the bank and the department, on the basis of combing the theory of customer relationship management at home and abroad.This paper analyzes the current situation of customer relationship management in retail industry of Bank of China Jiangsu Branch, including asset status, management process, financial products and management measures.Then, according to the characteristics of the financial service demand in the retail industry, the author finds out the problems existing in the bank, and gives some suggestions and countermeasures in order to provide some enlightenment and help to the author's work and the improvement of the company's customer relationship management.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F832.33
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本文編號(hào)：1727593