基于客户关系管理农行桂春支行个人理财营销研究

发布时间：2018-01-23 14:59

本文关键词： 个人理财客户关系管理桂春支行　出处：《哈尔滨理工大学》2012年硕士论文　论文类型：学位论文

【摘要】：我国个人理财业务快速发展表明,个人理财对银行经营贡献率不断提高,越来越受到各家银行的高度重视。随着农行的成功上市和股份制改革不断深入,原有的经营理念、管理体制和营销于段,已跟不上个人理财业务发展的步伐。桂春支行作为农行下属的基层经营性支行,其个人理财业务的发展也面临外部经济环境和内部经营空间的束缚和制约,如何导入有效的管理战略,实施可行的解决措施,是桂春支行发展个人理财业务迫切需要解决的问题。自从GartnerGroup最早正式提出CRM的概念后,客户关系管理在国外逐渐受到了企业的重视,CRM以客户为中心等理念也给企业带来了经营观念的转变和管理体制的完善,效益得到明显提高。在国内,随着CRM理论的引进,抢先应用客户关系管理的一些行业,取得了良好的效果。在农行系统对客户关系管理的认识还停留在表层。针对农行当前个人理财业务发展中存在的问题,引入客户关系管理营销理念和战略思想势在必行,只有将客户关系管理战略深深植入到经营中,农行才能真正践行“以客户为中心,以效益为目标”的经营理念,才能实现价值最大化的最终目标。本文结合农行桂春支行的经营现状,在对该行个人理财业务进行分析的基础上,提出引入客户关系管理解决问题的有效途径和服务补偿措施,解决理财业务中存在的问题,达到改进理财服务、满足客户需求、提高客户满意度和忠诚度的目的,使农行桂春支行个人理财业务健康、快速的向前发展。
[Abstract]:The rapid development of personal finance business in China shows that the contribution rate of personal finance to banks is increasing, and it has been paid more and more attention by banks. With the successful listing of Agricultural Bank of China and the deepening of stock system reform. The original business philosophy, management system and marketing in the segment, has not been able to keep up with the pace of personal financial business development. The development of personal finance business is also facing the external economic environment and internal business space constraints and constraints, how to introduce effective management strategy, the implementation of feasible solutions. Gui Chun branch to develop personal finance business urgent need to solve the problem. Since GartnerGroup first put forward the concept of CRM, customer relationship management (CRM) has been paid more and more attention in foreign countries. The idea that CRM takes the customer as the center also brings the change of the management idea and the consummation of the management system to the enterprise, the benefit is improved obviously. In our country, with the introduction of the CRM theory. Some industries that preempted the application of customer relationship management have achieved good results. The understanding of customer relationship management in the ABC system is still on the surface. Aiming at the problems existing in the current development of personal finance business of Agricultural Bank of China. The introduction of customer relationship management marketing concept and strategic thinking is imperative. Only when the customer relationship management strategy is deeply embedded in the management, can Agricultural Bank truly practice "customer-centered". The ultimate goal of value maximization can be realized by the management idea of taking benefit as the goal. Based on the analysis of the bank's personal finance business, this paper puts forward an effective way to solve the problem by introducing customer relationship management and service compensation measures. In order to solve the problems existing in the financial management business, to improve the financial services, to meet the needs of customers, to improve customer satisfaction and loyalty, and to make the personal financial management business of the Agricultural Bank of Guangxi Branch healthy and rapid development.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.3;F274

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