XX银行云南分行客户关系管理现状及对策研究

发布时间：2018-01-02 10:20

本文关键词：XX银行云南分行客户关系管理现状及对策研究　出处：《云南大学》2016年硕士论文　论文类型：学位论文

【摘要】：银行在现代经济社会中,是传统经济社会中的金融主体,在社会经济大环境中发挥着主宰作用。近年来,金融市场改革逐步深化,银行业的竞争越来越激烈,整个金融市场上客户与银行间的供求格局发生了根本转变,逐步改变为以客户为中心的买方市场,商业银行的变革意识和危机意识逐渐增强。现在商业银行的经营方式已转换为追求利润最大化,这样也能从银行内部机制调节刺激银行在市场上加强营销能力。当前,金融行业中虽仍以银行业为主,但是国有商业银行、大型股份制银行、地方银行及一些小额信贷平台等众多商业金融机构已在市场上充斥,银行扩张的效益优势不再明显,甚至利润下滑,所以客户资源争夺、客户成为现在各银行的核心资源。为达到银行利润最大化的目标,如何布局未来业务战略、客户关系管理建设,在现有市场中想办法提升市占率,减少客户流失,做大金融资产,实现银行利润与客户资产的双重增长,是各大银行未来追求的目标。在现在的银行市场中,客户需要银行为其提供前沿、先进、方便的金融产品和一站式的完备服务,客户通过银行的帮助不断增强自身实力,在与银行的业务往来中为银行创造收入；银行也在不断提升自身的服务能力与产品创新,为客户带来价值并不断创新利润增长点。本文主要通过学习国内外客户关系管理的理论和实战经验,解析客户关系管理在企业的经营治理过程中的意义大、作用大,并说明客户关系管理的组成及如何提升客户关系管理的能力。从XX银行云南的实际经营情况入手,以客户关系管理的内涵、客户满意度与忠诚度、客户价值最大化理论等研究成果作为理论依据,结合现在XX银行云南分行客户基本情况和业务发展状况进行存在问题分析,针对相关问题提出完善该行客户管理营销拓展工作的策略与建议,以提升XX银行云南行客户关系管理的能力,为云南分行的治理经营提升效率。
[Abstract]:The bank in the modern economic society, is the traditional economic society in the financial main body, plays a dominant role in the social economic environment. In recent years, financial market reform, increasingly fierce competition in the banking sector, a fundamental change has taken place in the whole financial market on the customer and the bank between the supply and demand pattern, and gradually change to the customer as the center of the buyer's market, innovation consciousness and crisis consciousness of commercial banks gradually. Now the management of commercial bank has been converted to the pursuit of profit maximization, it can also stimulate the banks' internal mechanisms regulating the bank to strengthen the marketing ability in the market. At present, the financial sector is still dominated banking sector, but the state-owned commercial large banks, joint-stock banks, local banks and microfinance platform and many other commercial financial institutions have flooded in the market, the expansion of bank advantage is no longer obvious, what To decline in profits, so customers scramble for resources, customers become the core resources of the bank now. In order to achieve the bank profit maximization, how to layout the future business strategy, customer relationship management, to improve market share in the market, reduce customer churn, and financial assets, achieve double growth of bank profits and customers the assets of the banks, is the future goal. Now in the banking market, customers need to provide the bank front, advanced, complete and convenient financial service products and one-stop, by bank customers help continuously enhance their own strength and create income in the business with banks in the bank for the bank; also continue to enhance the service capabilities and product innovation, create value for customers and innovative profit growth. This paper mainly through the study of domestic and foreign customer relationship management theory And the actual combat experience, analysis of customer relationship management in enterprise management in the process of meaning, effect, and that the composition of customer relationship management and how to enhance the ability of customer relationship management. Starting from the actual operation of XX bank in Yunnan, with the connotation of customer relationship management, customer satisfaction and customer loyalty, customer value the theoretical research results as the theoretical basis, combining the analysis of current customers of XX bank Yunnan branch business development status of the basic situation and problems, puts forward strategies and suggestions for issues related to improvement of the customer management marketing development work, in order to enhance the capacity of Yunnan XX bank customer relationship management, improve the efficiency of business management for Yunnan branch.

【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F832.33

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