我国商业银行个人客户关系管理研究

发布时间：2018-01-02 23:42

本文关键词：我国商业银行个人客户关系管理研究　出处：《广西大学》2012年硕士论文　论文类型：学位论文

【摘要】：客户关系管理是一项以客户为核心的新型营销方式。客户关系管理的产生是企业竞争和管理思维更新的需要,是管理方式方法和核心竞争发展能力提高的要求,是网络化和信息技术支持等多方而共同助推的结果。20世纪80年代,企业营销开始从以产品为中心向以顾客为中心转变,旨在改善销售者与购物者之间关系、提高客户忠诚度和满意度的客户关系管理(Customer Relationship Management)出现。随着世界金融体系的发展和完善,同时随着家庭财富的飞速增长,传统高利润的商业银行已进入客户选择银行的时代,商业银行的竞争越来越显激烈,因而开拓、维护客户的客户关系管理得到了商业银行的普遍推广。90年代客户关系管理这一客户管理模式被引进大陆,商业银行作为资金密集型和客户密集型商业企业,从基本条件上具备了实施客户关系管理的现实条件,同时有效实施好客户关系管理,通过客户关系管理来获取持续稳定的客户来源及留存客户,对于我国商业银行下一阶段的生存和发展起着十分重要的保障作用。研究我国商业银行个人客户关系管理,寻求一条符合自我发展道路的客户拓展、维护和留存的方法,以此增加个人客户的忠诚度和满意度,实现银行发展和客户财富增长的最大共鸣,就成为了我国商业银行发展个人业务的重要策略。本文从相关的市场营销学之关系营销理论、企业发展战略、客户管理理论、客户生命周期理论、客户综合价值理论等出发,针对现阶段我国商业银行客户关系管理存在的现实问题,提出了我国商业银行客户关系管理的思路、内容、结构和体系,并指出我国商业银行实施客户关系管理应在充分分析口前基本条件的基础上,根据商业银行个人金融业务产品的特点和个人客户的需求分析,有计划、有步骤、有策略的实施个人客户关系管理。最后,本文以中信银行为例,提出了一个比较有针对性和带有优化方案的商业银行客户关系管理方案建议。
[Abstract]:Customer relationship management (CRM) is a new type of marketing mode with customer as the core. The generation of CRM is the need of enterprise competition and management thinking renewal, and the requirement of management method and core competition development ability. In 80s, enterprise marketing began to change from product-centered to customer-centered. The aim is to improve the relationship between sellers and shoppers. Customer Relationship Management to improve customer loyalty and satisfaction. With the development and improvement of the world financial system. At the same time, with the rapid growth of family wealth, the traditional high-profit commercial banks have entered the era of customer choice of banks. The competition of commercial banks is becoming more and more fierce, so they develop. Customer relationship Management (CRM) has been popularized by commercial banks. In the 1990s, customer relationship Management (CRM) was introduced into the mainland. Commercial banks are capital-intensive and customer-intensive commercial enterprises. From the basic conditions of the implementation of customer relationship management has the realistic conditions, at the same time effective implementation of customer relationship management, through customer relationship management to obtain a continuous and stable source of customers and retain customers. It plays an important role in the survival and development of commercial banks in our country. This paper studies the personal customer relationship management of commercial banks in China, and seeks a method of customer expansion, maintenance and retention in line with the path of self-development, so as to increase the loyalty and satisfaction of individual customers. Realizing the biggest resonance between bank development and customer wealth growth has become an important strategy for Chinese commercial banks to develop personal business. This paper starts from the relational marketing theory, the enterprise development strategy, the customer management theory, the customer life cycle theory, the customer comprehensive value theory and so on. Aiming at the practical problems existing in customer relationship management of commercial banks in our country, this paper puts forward the train of thought, content, structure and system of customer relationship management of commercial banks in our country. It also points out that the implementation of customer relationship management in Chinese commercial banks should be based on the full analysis of the basic conditions before the mouth, according to the characteristics of individual financial business products of commercial banks and the needs of individual customers, planning and step by step. Finally, taking CITIC Bank as an example, this paper puts forward a proposal for customer relationship management of commercial banks with optimized solutions.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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