昆山农村商业银行客户关系管理研究

发布时间：2018-01-18 06:40

本文关键词：昆山农村商业银行客户关系管理研究　出处：《南京农业大学》2012年硕士论文　论文类型：学位论文

【摘要】：客户关系管理是一种以客户为中心的新的经营理念,它融入在企业分析、选择、争取、发展和保持客户所要实施的全部商业过程之中。它主张从企业的长远利益出发与企业价值客户建立起长期、稳定、双赢的客户关系并通过这种关系维系,实现客户价值最大化和企业受益最大化。客户关系的兴起是随着竞争加剧而产生和发展的,作为服务行业的典型代表之一,我国商业银行对客户关系管理的需求更是显得迫切。昆山农村商业银行与其它银行相比较,具有明显的优势是业务流程相对简便、响应客户速度快,但同时相对于国有银行却有客户资源不充裕的劣势。同时也面临着外资、国有商业银行和股份制商业银行多重的竞争压力。昆山农村商业银行要在激烈竞争环境中脱颖而出,必须有自己独特的发展战略,而克服自己的劣势就需要利用新型的技术手段挖掘和区分优质客户,需要建立良好的客户关系提高客户的满意度来维持客户。同时强化“以客户的满意为中心”的服务理念是获得客户资源的关键。本文从国内外客户关系相关研究现状出发,论述了信息化和网络化对中小型股份制商业银行客户关系管理的影响,提出了论文研究的内容和创新点。阐述客户关系管理理论的形成与发展、客户关系管理的理论基础、客户关系管理在商业银行中的应用。同时以昆山农村商业银行为例对客户管理系统进行分析,指出面临问题和成因分析。提出客户关系管理的战略思路和步骤,提出和建立客户关系管理管理模型；建立以客户为中心的组织机构和业务流程,了解客户生命周期、掌握最有价值的客户,发展以客户需求为导向的营销模式,充分利用科技的优势,提高客户的满意度、忠诚度,赢取客户终生价值,并提升昆山农村商业银行的核心竞争力。
[Abstract]:Customer relationship management (CRM) is a new management concept centered on customers, which is integrated into enterprise analysis, selection, and strive for. To develop and maintain all the business processes that customers want to implement. It advocates to establish a long-term, stable, win-win customer relationship with the enterprise value customers from the long-term interests of the enterprise and maintain it through this relationship. To maximize customer value and maximize the benefits of enterprises. The rise of customer relationship with the intensification of competition and development, as one of the typical representatives of the service industry. The demand for customer relationship management of commercial banks in China is even more urgent. Compared with other banks, Kunshan Rural Commercial Bank has the obvious advantage that the business process is relatively simple and the speed of responding to customers is fast. But at the same time compared with the state-owned banks, they have the disadvantage of insufficient customer resources. At the same time, they are also facing foreign investment. The state-owned commercial banks and joint-stock commercial banks have many competitive pressures. In order to stand out in the fierce competitive environment, Kunshan rural commercial banks must have their own unique development strategy. To overcome their disadvantages, we need to use new technical means to mine and distinguish high-quality customers. It is necessary to establish good customer relationship and improve customer satisfaction to maintain the customer. At the same time, strengthening the service concept of "customer satisfaction as the center" is the key to obtain customer resources. This paper discusses the impact of informatization and networking on customer relationship management of small and medium-sized joint-stock commercial banks from the point of view of the current research situation of customer relationship at home and abroad. This paper puts forward the content and innovation of the thesis, expounds the formation and development of customer relationship management theory and the theoretical basis of customer relationship management. The application of customer relationship management in commercial banks. At the same time, taking Kunshan rural commercial bank as an example, this paper analyzes the customer management system, points out the problems and causes, and puts forward the strategic thinking and steps of customer relationship management. Put forward and establish the management model of customer relationship management; Establish customer-centered organization and business processes, understand customer life cycle, grasp the most valuable customers, develop customer-demand-oriented marketing model, make full use of the advantages of science and technology. Improve customer satisfaction, loyalty, win customer lifetime value, and enhance the core competitiveness of Kunshan Rural Commercial Bank.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.35

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