Z银行广东省分行公司无贷客户关系管理优化策略研究

发布时间：2021-10-10 08:02

　　随着我国改革开放不断向纵深发展,金融业不断对外开放,全球市场经济发展矛盾逐渐突出,商业银行经营面临越来越严峻复杂的环境。尽管银行金融机构如雨后春笋般日益增多,但是过去商业银行持续高利润的时代一去不返。面对愈演愈烈的市场竞争,我国商业银行不断谋求生存以及发展的新出路。客户作为商业银行最重要的资源,更是其他业务和产品的基础,以客户为中心的管理理念越来越被各大商业银行重视,我国商业银行的经营策略正逐步从规模效益向客户效益的发展模式转变。就公司金融客户来说,越来越多的商业银行开始将注意力向公司无贷客户转变。Z银行广东省分行业同样面临着上述问题,广东省分行公司无贷客户的业务发展仍然处于起步阶段,公司无贷客户关系管理仍有待优化完善。本文从Z银行广东省分行经营工作的实际出发,以公司无贷客户关系管理为研究对象,阐明公司无贷款客户对商业银行综合效益提升的长尾效应,分析Z银行广东省分行目前在这一领域的管理现状,诠释了优化发展公司无贷客户关系管理的意义),结合市场经营实际,提出优化实施方案建议,并就优化策略的实施给出合理的保障措施。本文对于Z银行广东省分行夯实和壮大客户基础,特别是公司客户基础,稳步提高产品... 

【文章来源】：广东外语外贸大学广东省

【文章页数】：101 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter1 Introduction
    1.1 Research Background
    1.2 Research Significance
    1.3 Summary
Chapter2 Literature Review
    2.1 Customer Relationship Management and Commercial Bank Customer Relationship Management
    2.2 Value of Customer Relationship
    2.3 Current Studies and Reviews
    2.4 Summary
Chapter3 Case Description:Development Status of Non-Loan Customer Relationship Management in Bank Z Guangdong Branch
    3.1 Background and Development of Bank Z Guangdong Branch
    3.2 The basic situation of the Development of Non-Loan customers of Bank Z Guangdong Branch
    3.3 Functional structure of Bank Z Guangdong Branch in Non-loan enterprise customer Relationship Management
    3.4 Organizational Structure and Institutional Operation Mechanism of Non-loan enterprise customer Relationship Management of Bank Z Guangdong Branch
    3.5 Non-loan enterprise customer Relationship Management Business and Management System
    3.6 The Existing Mechanism and Marketing Team of Bank Z for Non-loan enterprise customer Relationship Management
    3.7 Product Varieties for Non-Loan Customers of Bank Z Guangdong Branch
    3.8 Summary
Chapter4 Case Study:Analysis of Problems and Causes in the development of Non-Loan clients of Bank Z Guangdong branch
    4.1 The Market Development Trend of Non-Loan Customers of the Commercial Banking Industry and the Market Competition in Guangdong Region
    4.2 Main Problems in Developing Non-Loan Customer Business Faced by Bank Z Guangdong Branch
    4.3 Causes of the problems Faced by Bank Z Guangdong Branch in non-loan enterprise customer relationship management
    4.4 Summary
Chapter5 The Optimization Proposal of Non-Loan Customer Relationship Management Program of Bank Z Guangdong Branch
    5.1 The principle and goal of optimizing the relationship management of non-loan clients in Bank Z Guangdong Branch
    5.2 Adopting a differentiated marketing Strategy
    5.3 Customer access,effective customer management Strategy
    5.4 Product Strategy
    5.5 Service prices Strategy
    5.6 Channel Strategy
    5.7 Customer Services Strategy
    5.8 Summary
Chapter6 Implemented and guaranteed the optimization of Non-Loan customer relationship management in Guangdong Branch of Bank Z
    6.1 Deepening the implementation of management responsibilities
    6.2 Establish non-loan enterprise customer assessment management mechanism
    6.3 Significantly improve customer marketing and management technology information level
    6.4 Establish the daily process management system for enterprise non-loan customers
    6.5 Focus on risk control in business development
    6.6 Summary
Chapter7 Conclusions
Reference


【参考文献】：
期刊论文
[1]商业银行中高端顾客满意度测评研究[J]. 夏永林,吕佳蔚.  西安电子科技大学学报(社会科学版). 2010(04)
[2]应用客户生命周期理论进行客户关系管理[J]. 王宝明,冯梅.  山东冶金. 2009(02)
[3]客户忠诚与客户关系生命周期[J]. 陈明亮.  管理工程学报. 2003(02)



本文编号：3427978