發(fā)布時間：2018-05-28 09:06

  本文選題：客戶關(guān)系管理 + 商業(yè)銀行　； 參考：《寧夏大學(xué)》2017年碩士論文

【摘要】：隨著全球經(jīng)濟(jì)一體化的發(fā)展,國內(nèi)銀行業(yè)的競爭越發(fā)激烈,各商業(yè)銀行開始逐步轉(zhuǎn)變?yōu)楝F(xiàn)代市場營銷觀念,從“以金融產(chǎn)品為核心”逐步轉(zhuǎn)向“以銀行客戶為中心”。商業(yè)銀行不斷的爭奪市場份額,客戶就成為各商業(yè)銀行的最重要資源;與此同時,金融脫媒的在加速,互聯(lián)網(wǎng)技術(shù)的廣泛應(yīng)用,客戶對金融產(chǎn)品的需求越來越個性化、多樣化,提高了銀行管理、維護(hù)、留住客戶的難度和成本�？蛻絷P(guān)系管理已成為影響商業(yè)銀行發(fā)展的重要因素,成為商業(yè)銀行密切關(guān)注的重點(diǎn)、焦點(diǎn)。因此,商業(yè)銀行要不斷提高自身的服務(wù)質(zhì)量,完善客戶管理系統(tǒng),為客戶提供滿意的金融產(chǎn)品和完善的金融服務(wù),增強(qiáng)競爭力,實(shí)現(xiàn)可持續(xù)發(fā)展。本文通過對國內(nèi)外客戶關(guān)系管理研究現(xiàn)狀梳理,分析國內(nèi)外商業(yè)銀行的發(fā)展現(xiàn)狀,運(yùn)用服務(wù)營銷理論、客戶關(guān)系管理、客戶滿意度、客戶忠誠度、客戶關(guān)系價值等理論,采用文獻(xiàn)研究、案例分析、比較分析、定性與定量分析等研究方法,對ZG銀行西夏支行目前公司客戶的基本情況和金融業(yè)務(wù)發(fā)展?fàn)顩r進(jìn)行分析,對其存在的突出問題進(jìn)行了深層次的分析,提出該支行在客戶關(guān)系管理中目前存在的主要問題并分析其產(chǎn)生的原因,對該支行客戶關(guān)系管理提出改進(jìn)意見和解決問題的對策。本文的研究對ZG銀行西夏支行提高市場占有率、保持可持續(xù)健康發(fā)展提供了參考,也對欠發(fā)達(dá)地區(qū)ZG銀行寧夏分行的各個支行提高客戶關(guān)系管理水平起到一定的借鑒意義。
[Abstract]:With the development of global economic integration, the competition of domestic banking is becoming more and more fierce. The commercial banks have gradually changed into the modern marketing concept, from "taking financial products as the core" to "taking bank customers as the center". As commercial banks continue to compete for market share, customers become the most important resources of commercial banks. At the same time, with the acceleration of financial disintermediation and the wide application of Internet technology, customers' demand for financial products is becoming more and more personalized and diversified. Improved bank management, maintenance, customer retention difficulties and costs. Customer relationship management (CRM) has become an important factor affecting the development of commercial banks. Therefore, commercial banks should constantly improve their service quality, improve customer management system, provide customers with satisfactory financial products and perfect financial services, enhance competitiveness and achieve sustainable development. This paper analyzes the development of domestic and foreign commercial banks by combing the current research situation of customer relationship management at home and abroad, and applies the theory of service marketing, customer relationship management, customer satisfaction, customer loyalty, customer relationship value, etc. By using the methods of literature research, case analysis, comparative analysis, qualitative and quantitative analysis, this paper analyzes the basic situation of customers and the development of financial business of Xixia Branch of ZG Bank. This paper makes a deep analysis of the outstanding problems existing in the branch, puts forward the main problems existing in the customer relationship management of the branch and analyzes the reasons for the problems, and puts forward some suggestions to improve the customer relationship management of the branch and the countermeasures to solve the problems. The research in this paper provides a reference for ZG Bank Xixia Branch to improve market share and maintain sustainable and healthy development, but also for the less developed area ZG Bank Ningxia Branch to improve the level of customer relationship management.
【學(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F832.33

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本文編號：1946116