工商银行HP支行个人客户关系管理策略的研究

发布时间：2018-01-03 03:16

本文关键词：工商银行HP支行个人客户关系管理策略的研究　出处：《东北大学》2012年硕士论文　论文类型：学位论文

【摘要】：伴随着经济环境的变迁发展和城市化进程的不断深入,工商银行HP支行的个人客户关系管理已越来越无法适应外部环境变化的脚步,在运营管理中暴露出了各种各样的问题。本论文的研究目的旨在深入发掘该支行客户管理落后的成因,从中找出整改的关键,通过对客户关系管理体系的分析研究,设计出一套适合该行并可实施的客户关系管理方案。本论文在研究的过程中运用了管理学、统计学、金融学等领域的理论知识,首先分析了客户关系管理的产生与发展。接着又采取了实证分析的方式,从定量和定性两方面评价了工行HP支行的个人金融业务现状、客户发展现状以及客户管理团队现状,分别就其中存在的问题进行了剖析,指出该行目前不仅各项指标落后于系统内的等量级别行,而且在服务方面执行力弱、业务流程效率偏低、客户经理体制存在缺陷。在对现状和问题进行分析的基础上,本文有针对性的提出了该行客户关系管理可以采纳的相关策略,围绕以客户为中心的基本理念,从产品、人员、服务、网点、投入五个方面进行了深入研究,指明了该行应及时更新产品、优化人员结构、调整服务观念、重新布局网点、采用收放自如的投入策略。最后,以上述策略方针为依据,重点以工行HP支行急待解决的几个关键问题为例,筹划了具体实施方案。具体包括：建设、优化客户管理团队、构建高效客户关系管理信息系统、完善各种服务配套软硬件环境。这些方案对工行HP支行完善其现有客户管理体系具有较强的现实指导意义,希望也能对其他商业银行的客户关系管理起到一定的借鉴作用。
[Abstract]:With the development of the economic environment and the development of urbanization, the personal customer relationship management of the HP branch of ICBC has become more and more unable to adapt to the pace of the changes in the external environment. Various problems have been exposed in the operation management. The purpose of this paper is to explore the causes of the backward customer management of the branch, and to find out the key to the rectification. Through the analysis and research of customer relationship management system, a set of suitable and implementable customer relationship management scheme is designed. In the course of the research, this paper applies the theory knowledge of management, statistics, finance and so on. Firstly, it analyzes the emergence and development of customer relationship management. Then, it adopts the method of empirical analysis. From the quantitative and qualitative aspects of the evaluation of the HP branch of ICBC personal financial business status, customer development and customer management team status quo, respectively to analyze the existing problems. It is pointed out that the bank not only lags behind the equivalent level of the system, but also has weak performance in service, low efficiency of business process, and the defect of customer manager system. On the basis of the analysis of the current situation and problems, this paper puts forward the relevant strategies that can be adopted by customer relationship management of the bank, focusing on the basic concept of customer-centered, from products, personnel, services. Network, investment in five aspects of in-depth research, pointed out that the bank should update the product in time, optimize the structure of personnel, adjust the concept of service, re-layout of the network, the use of free input strategy. Finally. Based on the above strategic guidelines, this paper focuses on several key issues that ICBC HP Branch needs to solve urgently, and plans specific implementation plan, including: construction, optimization of customer management team. Build an efficient customer relationship management information system, improve the various service supporting software and hardware environment. These solutions for ICBC HP Branch to improve its existing customer management system has a strong practical significance. Hope to also other commercial banks customer relationship management to play a certain reference role.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33

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