中国银行衡阳市长湖支行网点转型客户关系管理研究

发布时间：2018-05-07 09:53

本文选题：长湖支行 + 客户关系管理　；参考：《南华大学》2013年硕士论文

【摘要】：商业银行CRM是指商业银行通过信息技术的运用，对业务功能与产品进行重新设计，对业务流程进行重组、再造，从而获得更加完善的客户交流能力，提高客户的满意度、忠诚度；网点转型是指网点的业务功能由核算交易主导型向营销服务主导型的转变，真正做到“以客户需求为中心”，在激烈的竞争中处于不败之地，最终实现客户价值和银行收益的最大化。因此，开展商业银行网点转型客户关系管理研究对于提升中国银行核心竞争力，实现可持续发展，具有重要的应用前景。本文首先从如何提升商业银行核心竞争力问题出发，应用客户关系管理理论探讨了商业银行应构建以客户为中心、追求客户价值和企业利润最大化的集约化经营管理模式，并分析了客户关系管理价值链形成机制及升值路径。其次，着重探讨商业银行网点转型客户关系管理运作模式，优化银行网点组织结构，优化业务运营客户关系管理工作职责，规范业务运营表现形式，并提出了商业银行网点转型客户关系管理实施路径，为商业银行网点转型客户关系营销策略提供了重要理论基础。然后，分析了中国银行及衡阳市长湖支行运营现状与发展战略，指出了长湖支行实行网点转型客户关系管理的必要性，分析了该行管理现状及存在的主要问题。如管理理念陈旧，，网点管理体系存在缺陷，网点布局不合理，业务系统建设较落后，网点运营效率与服务能力较弱等。最后，针对长湖支行网点转型客户关系管理现状及存在的问题提出了对策措施与实施方案。主要是构建中行长湖支行多智能体系统客户关系扁平化管理模式及动态目标考核体系，优化网点布局与改善网点环境，提高网点运营效率，完善网点转型CRM实施战略，拓展与完善客户关系管理，提升中国银行长湖支行核心竞争力。总之，通过开展网点转型客户关系营销策略研究，为实现长湖支行客户关系管理目标，推动长湖支行业务的发展和网点的壮大，提高市场份额和提高经济效益具有重要的现实价值。
[Abstract]:Commercial bank CRM refers to the commercial bank through the use of information technology, business functions and products to redesign, business process reengineering, so as to obtain more perfect customer communication ability, improve customer satisfaction. Loyalty: the transformation of network refers to the transformation of the business function of the network from accounting and transaction leading to marketing service leading, so as to truly "take customer demand as the center" and be in an invincible position in the fierce competition. Finally, to maximize customer value and bank income. Therefore, the research on customer relationship management in the transformation of commercial banks has an important application prospect for enhancing the core competitiveness of Chinese banks and achieving sustainable development. Starting from how to enhance the core competitiveness of commercial banks, this paper discusses how commercial banks should set up intensive management mode, which should focus on customers, pursue customer value and maximize the profits of enterprises by applying the theory of customer relationship management. And analyzed customer relationship management value chain formation mechanism and appreciation path. Secondly, it focuses on the transformation of customer relationship management operation mode, optimizing the organizational structure of bank network, optimizing the responsibility of customer relationship management, standardizing the performance of business operation. It also puts forward the implementation path of customer relationship management in the transformation of commercial bank network, which provides an important theoretical basis for the transformation of customer relationship marketing strategy of commercial bank network. Then, the paper analyzes the operation status and development strategy of Bank of China and Hengyang Changhu Branch, points out the necessity of implementing network transformation customer relationship Management in Changhu Branch, and analyzes the current management situation and main problems of the bank. For example, the management idea is old, the network management system has defects, the distribution of network is unreasonable, the construction of business system is backward, the efficiency of network operation and service ability are weak, etc. Finally, the paper puts forward countermeasures and implementation schemes for the transformation of customer relationship management in Changhu branch. The main purpose of this paper is to construct the flat management mode of customer relationship and dynamic target examination system of Changhu branch multi-agent system of Bank of China, optimize network layout and improve the network environment, improve the operation efficiency of network, and perfect the strategy of implementing CRM in network transformation. Expand and improve customer relationship management to enhance the core competitiveness of Bank of China Changhu Sub-branch. In a word, through the research of customer relationship marketing strategy of network transformation, in order to realize the customer relationship management goal of Changhu branch, promote the development of Changhu branch business and the expansion of network, Increase market share and raise economic benefit to have important realistic value.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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