本文選題：平安銀行 + 客戶服務(wù)��； 參考：《吉林大學(xué)》2014年碩士論文

【摘要】：在這個(gè)快速發(fā)展的時(shí)代，互聯(lián)網(wǎng)正在向各個(gè)行業(yè)滲透。衍生出來的物聯(lián)網(wǎng)、大數(shù)據(jù)、移動(dòng)浪潮等新時(shí)代的代名詞已經(jīng)正式侵入我們的生活，我們由此也開啟了“智能”時(shí)代生活。但對(duì)于競(jìng)爭(zhēng)激烈的商業(yè)機(jī)構(gòu)來說，“客戶就是上帝”的時(shí)代卻從沒有改變。能夠保持客戶群，機(jī)構(gòu)才能夠經(jīng)營(yíng)下去。不論是銀行也好，商場(chǎng)也好，或是其他領(lǐng)域的企業(yè)，誰擁有的有效客戶最多，誰就搶占了行業(yè)的至高領(lǐng)地�？蛻魧�(duì)于“平安銀行”來說，，同樣是最重要的。 2012年6月14日深圳發(fā)展銀行與平安銀行合并(中國(guó)歷史上最大的銀行并購(gòu)案)后，原平安銀行全部資產(chǎn)、負(fù)債、證照、許可、業(yè)務(wù)以及人員均由深圳發(fā)展銀行依法承繼，附著于其資產(chǎn)上的全部權(quán)利和義務(wù)亦由深圳發(fā)展銀行依法享有和承擔(dān)。在整合中，銀行高度重視客戶體驗(yàn)。特別提出了“客戶體驗(yàn)為本，業(yè)務(wù)合并先行”的發(fā)展理念。因此，平安銀行確立了“對(duì)外以客戶為中心，對(duì)內(nèi)以人為本”的理念，充分發(fā)揮平安集團(tuán)的綜合銀行優(yōu)勢(shì)，逐步使平安銀行成為服務(wù)集團(tuán)綜合銀行戰(zhàn)略的最佳平臺(tái)，成為專業(yè)化和集約化經(jīng)營(yíng)的全功能的現(xiàn)代化商業(yè)銀行。 然而，2013年6月17日，由支付寶與天弘基金共同創(chuàng)建的“余額寶”正式上線。通過“余額寶”，用戶存留在支付寶的資金不僅能拿到“利息”，而且和銀行活期存款利息相比收益更高。無論是國(guó)有五大銀行——工商銀行、農(nóng)業(yè)銀行、中國(guó)銀行、建設(shè)銀行、交通銀行，還是浙商銀行、寧波銀行等地方性的商業(yè)銀行，都受到“余額寶”的巨大沖擊。這一事件標(biāo)志著互聯(lián)網(wǎng)銀行正式向傳統(tǒng)銀行業(yè)開戰(zhàn)。同時(shí)，以“余額寶”為代表的新一代互聯(lián)網(wǎng)銀行，正不斷的搶占傳統(tǒng)銀行的客戶。原來的銀行業(yè)的格局正在不斷的被改寫。而這距離“新”平安銀行的成立，剛剛2年時(shí)間。 客戶服務(wù)是平安銀行與消費(fèi)者銜接的重要環(huán)節(jié)。“客戶需求是關(guān)鍵，銀行出路在服務(wù)”。雖然受到了互聯(lián)網(wǎng)金融的重大沖擊，但是平安銀行也需要調(diào)整策略，抓住客戶的需求，不斷提供服務(wù)質(zhì)量，以服務(wù)維系與客戶的良好關(guān)系。因此，本論文將從客戶服務(wù)角度來分析和闡述，首先介紹了本文的選題背景和研究方法、創(chuàng)新性等內(nèi)容；其次，對(duì)服務(wù)渠道創(chuàng)新、消費(fèi)者行為分析等相關(guān)理論進(jìn)行了綜述，并借鑒國(guó)內(nèi)外銀行客戶服務(wù)渠道發(fā)展經(jīng)驗(yàn)，為平安銀行的創(chuàng)新策略提供理論依據(jù)；再次，通過對(duì)平安銀行的現(xiàn)狀和存在的問題進(jìn)行分析，說明平安銀行需要對(duì)客戶服務(wù)渠道進(jìn)行創(chuàng)新的必要性；最后，在前文的基礎(chǔ)上，提出引用當(dāng)前社會(huì)主流的短信、微信等客戶服務(wù)方式，以及通過電子渠道的客戶行為信息收集策略，并且加快相關(guān)內(nèi)容的實(shí)施，將客戶服務(wù)渠道的建設(shè)作為平安銀行與客戶之間溝通的橋梁。以此，貫徹落實(shí)平安銀行的“對(duì)外以客戶為中心”的指導(dǎo)思想，實(shí)現(xiàn)創(chuàng)建“最佳商業(yè)銀行”的目標(biāo)。
[Abstract]:In this rapid development era, the Internet is infiltrating into various industries. The derivative of the Internet of things, big data, mobile wave and other new era pronoun has formally intruded into our lives, we also opened the "intelligent" era of life. But for highly competitive businesses, the "customer is God" era has never changed. Ability to maintain a customer base, institutions can continue to operate. Whether it's a bank, a mall, or a company in other fields, who has the most effective customers, he who grabs the highest ground in the industry. After the merger of Shenzhen Development Bank and Ping an Bank (the largest bank merger in Chinese history) on June 14, 2012, the original Ping an Bank had all its assets, liabilities, and certificates. The license, business and personnel shall be inherited by Shenzhen Development Bank according to law, and all rights and obligations attached to its assets shall be enjoyed and assumed by Shenzhen Development Bank according to law. In the integration, banks attach great importance to customer experience. In particular, put forward the "customer experience-based, business merger first" development concept. Therefore, Ping an Bank has established the concept of "taking the customer as the center and putting people first in the country", giving full play to the comprehensive bank advantage of Ping an Group, and gradually making Ping an Bank the best platform for the comprehensive banking strategy of the service group. Become a professional and intensive management of the full-functional modern commercial banks. However, on June 17, 2013, Alipay and Tianhong Fund co-founded the "Yu'e Bao" officially launched. Through Yu'e Bao, users will not only receive "interest" on the funds they keep in Alipay, but will also earn more than bank demand deposit interest. Whether the five state-owned banks-Industrial and Commercial Bank, Agricultural Bank, Bank of China, China Construction Bank, Bank of Communications, Zhejiang Commercial Bank, Ningbo Bank and other local commercial banks, all suffered a huge impact from Yu'e Bao. This event marks a formal war between Internet banks and traditional banks. At the same time, the new generation of Internet banks, represented by Yu'e Bao, is constantly grabbing the customers of traditional banks. The original banking landscape is constantly being rewritten. And this is from the establishment of the "new" Ping an Bank, just 2 years. Customer service is an important link between Ping an Bank and consumers. Customer demand is the key, bank outlet lies in service. Although it has been greatly impacted by Internet finance, Ping an Bank also needs to adjust its strategy, grasp the needs of customers, and provide continuous service quality in order to maintain a good relationship with customers. Therefore, this paper will analyze and expound from the customer service angle. Firstly, it introduces the background and research methods of this paper, innovation and so on. Secondly, it summarizes the related theories such as service channel innovation, consumer behavior analysis and so on. And draw lessons from the domestic and foreign bank customer service channel development experience to provide the theoretical basis for Ping an Bank's innovative strategy; thirdly, through the analysis of the status quo and existing problems of Ping an Bank, This explains the necessity for Ping an Bank to innovate its customer service channels. Finally, on the basis of the above, it puts forward customer service methods such as SMS and WeChat, which quote the mainstream of the current society. And through the electronic channel of customer behavior information collection strategy, and accelerate the implementation of relevant content, customer service channel construction as a bridge between Ping an Bank and customers. In order to carry out Ping an Bank's guiding ideology of "external customer-centered" and realize the goal of establishing "best commercial bank".
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.33

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本文編號(hào)：2049822