H銀行客戶關(guān)系管理改進研究
發(fā)布時間：2018-09-04 10:45
【摘要】：作為金融行業(yè)的主要參與者,商業(yè)銀行之間的競爭正日趨白熾化,商業(yè)銀行之間的產(chǎn)品與服務(wù)同質(zhì)化程度越來越高,如果不從技術(shù)、管理等方面進行深度創(chuàng)新,是難以在競爭中取得優(yōu)勢地位的。本研究將商業(yè)銀行的核心競爭力打造途徑轉(zhuǎn)向了客戶關(guān)系管理。即努力為客戶提供更為貼心與周到的服務(wù),堅持以客戶為中心,實現(xiàn)客戶價值與銀行利潤的雙贏,從而使客戶保持高度的忠誠度,以此來提升銀行的核心競爭能力。對于商業(yè)銀行來說,客戶使其利潤的來源,完善的客戶關(guān)系管理不僅是銀行實現(xiàn)利潤收益的基礎(chǔ),更是銀行管理決策的重要信息支撐,對銀行的長遠發(fā)展起著重要作用。湖南H銀行是本研究的研究對象,在客戶關(guān)系管理相關(guān)理論的指導(dǎo)下,運用規(guī)范的研究模式,并借鑒國內(nèi)外商業(yè)銀行的成功經(jīng)驗做法,對H銀行的客戶關(guān)系管理進行了深入剖析,并基于現(xiàn)狀指出了H銀行客戶關(guān)系存在的問題及其問題產(chǎn)生的原因。在相關(guān)原則的指導(dǎo)下,通過深入對比國內(nèi)外商業(yè)銀行的做法,結(jié)合H銀行的實際情況,從銀行經(jīng)營理念的更新與深化、信息系統(tǒng)建設(shè)優(yōu)化設(shè)計、客戶價值評價與分類設(shè)計、客戶忠誠度管理優(yōu)化以及健全人才培養(yǎng)機制等維度,進行了針對性的問題改進策略設(shè)計。文章的結(jié)論與展望部分是對本研究的總結(jié),以及支出文章研究的不足以及后續(xù)研究方向。對于我國商業(yè)銀行來說,客戶關(guān)系管理還處于起步階段,而客戶關(guān)系管理本身也是一項復(fù)雜的系統(tǒng)工程,因而無論是從理論研究層面還是從實踐操作層面,都還有很長的路要走。本研究以H銀行的客戶關(guān)系管理為研究案例,在豐富我國客戶關(guān)系管理研究的同時,也為相關(guān)商業(yè)銀行甚至企業(yè)進行客戶關(guān)系管理改進提供了有效借鑒。
[Abstract]:As the main participants in the financial industry, the competition among commercial banks is becoming increasingly incandescent. The degree of homogeneity of products and services between commercial banks is becoming more and more high. It is difficult to gain an advantage in the competition. This study turns the core competence of commercial banks to customer relationship management. That is, try to provide more considerate and considerate service for customers, insist on taking customer as the center, realize the win-win of customer value and bank profit, thus make the customer maintain a high degree of loyalty, so as to enhance the core competitive ability of the bank. For commercial banks, the source of customers' profits and perfect customer relationship management are not only the basis for banks to realize profit returns, but also the important information support for bank management decisions, which plays an important role in the long-term development of banks. Hunan H Bank is the object of this study. Under the guidance of the theory of customer relationship management, it applies the normative research model, and draws lessons from the successful experience of commercial banks at home and abroad. This paper analyzes deeply the customer relationship management of H Bank, and points out the problems existing in customer relationship of H Bank and the causes of the problems based on the present situation. Under the guidance of relevant principles, through the in-depth comparison of domestic and foreign commercial banks, combined with the actual situation of H Bank, from the bank management concept update and deepening, information system construction optimization design, customer value evaluation and classification design, The optimization of customer loyalty management and the improvement of talent training mechanism are designed. The conclusion and prospect of this paper is a summary of this study, as well as the shortcomings of the research and the direction of future research. For Chinese commercial banks, customer relationship management is still in its infancy, and customer relationship management itself is a complex system engineering, so it is not only from the theoretical level but also from the practical level. There is still a long way to go. This study takes customer relationship management of H Bank as a case study, which not only enriches the research of customer relationship management in China, but also provides an effective reference for related commercial banks and even enterprises to improve customer relationship management.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;F832.33
本文編號：2221850
[Abstract]:As the main participants in the financial industry, the competition among commercial banks is becoming increasingly incandescent. The degree of homogeneity of products and services between commercial banks is becoming more and more high. It is difficult to gain an advantage in the competition. This study turns the core competence of commercial banks to customer relationship management. That is, try to provide more considerate and considerate service for customers, insist on taking customer as the center, realize the win-win of customer value and bank profit, thus make the customer maintain a high degree of loyalty, so as to enhance the core competitive ability of the bank. For commercial banks, the source of customers' profits and perfect customer relationship management are not only the basis for banks to realize profit returns, but also the important information support for bank management decisions, which plays an important role in the long-term development of banks. Hunan H Bank is the object of this study. Under the guidance of the theory of customer relationship management, it applies the normative research model, and draws lessons from the successful experience of commercial banks at home and abroad. This paper analyzes deeply the customer relationship management of H Bank, and points out the problems existing in customer relationship of H Bank and the causes of the problems based on the present situation. Under the guidance of relevant principles, through the in-depth comparison of domestic and foreign commercial banks, combined with the actual situation of H Bank, from the bank management concept update and deepening, information system construction optimization design, customer value evaluation and classification design, The optimization of customer loyalty management and the improvement of talent training mechanism are designed. The conclusion and prospect of this paper is a summary of this study, as well as the shortcomings of the research and the direction of future research. For Chinese commercial banks, customer relationship management is still in its infancy, and customer relationship management itself is a complex system engineering, so it is not only from the theoretical level but also from the practical level. There is still a long way to go. This study takes customer relationship management of H Bank as a case study, which not only enriches the research of customer relationship management in China, but also provides an effective reference for related commercial banks and even enterprises to improve customer relationship management.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;F832.33
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