辽宁中行汽车经销商客户关系管理研究

发布时间：2018-03-21 01:06

本文选题：客户关系管理　切入点：汽车经销商　出处：《大连理工大学》2012年硕士论文　论文类型：学位论文

【摘要】：在金融市场全面开放的今天,商业银行之间的竞争日趋加剧。利率的市场化,金融产品的无差异化,都使得客户成为银行竞相争抢的商业资源。而对于一个商业银行来说,企业客户所带来的盈利占其全部盈利额的70%。在此背景下,如何能在控制风险的前提下抓住企业客户,成为每个商业银行思考的课题。商业银行客户关系管理对于增强商业银行之间的竞争,具有重要的积极意义。基于该种情况,各家商业银行纷纷提出“以客户为中心”的经营理念。本文以辽宁中行汽车经销商为例,分析如何能够通过建立完善的客户关系管理体系来提高客户忠诚度,在控制资金风险的前提下,对忠诚度、贡献度较高的客户提供更加优质和更具个性化的服务方案,从而巩固银企关系,保持银企长期、密切的合作关系,进而抢占更大的市场份额,提升商业银行核心竞争力。本文主要分为三部分,第一部分是绪论,介绍研究的目的和意义、发展现状以及研究内容和方法；第二部分就研究的主体和研究对象进行理论分析；第三部分是通过分析和研究,提出合理的建议和解决方案。本文仅以辽宁中行汽车经销商客户关系管理方法为例,通过对客户关系管理理论的分析,指出目前管理中遇到的一些问题,并分析了汽车销售商这一类客户的特点,在控制风险的前提下,就维护客户关系在实际业务操作中遇到的问题,提出建立辽宁中行汽车经销商客户关系管理体系,为汽车经销商这一类具有集团化、跨区域经营特点的客户建立了完整客户关系管理思路。借此希望对与商业银行有相似特点的跨区域大型运输行业、医院院校、制造销售业、公共事业单位、餐饮业、批发零售业等企业客户关系管理提供一些参考。
[Abstract]:Today, when the financial market is fully open, the competition between commercial banks is becoming more and more intense. The marketization of interest rates and the absence of differentiation of financial products make customers become commercial resources for banks to compete for, and for a commercial bank, Under this background, how to grasp the enterprise customer under the premise of controlling the risk becomes the topic that every commercial bank thinks about. Customer relationship management (CRM) in commercial banks is of great significance in enhancing competition among commercial banks. Various commercial banks have put forward the "customer-centered" business philosophy. This paper takes the car dealer of Bank of Liaoning Province as an example to analyze how to improve customer loyalty by establishing a perfect customer relationship management system. Under the premise of controlling the risk of capital, to the customers with high loyalty and contribution, we can provide better quality and more individualized service scheme, so as to consolidate the relationship between banks and enterprises, and maintain the long-term and close cooperative relationship between banks and enterprises. Then grabs up the bigger market share, enhances the commercial bank core competitive power. This paper is divided into three parts, the first part is the introduction, introduces the purpose and significance of the study, development status, research content and methods, the second part of the main body of the study and the research object of theoretical analysis; The third part is through analysis and research, put forward reasonable suggestions and solutions. This paper takes the customer relationship management method of car dealer of Liaoning Bank of China as an example, through the analysis of customer relationship management theory, points out some problems encountered in the current management, and analyzes the characteristics of this kind of customer. On the premise of controlling risks, this paper puts forward the establishment of the customer relationship management system of Liaoning Bank of China Automobile Dealers in order to group the automobile dealers, in view of the problems encountered in the actual operation of maintaining customer relations. The customers with the characteristics of cross-regional management have established a complete customer relationship management idea. In this way, they hope to have similar characteristics to the cross-regional large-scale transportation industry, hospital colleges, manufacturing and sales industry, public utilities, restaurants and restaurants, which have similar characteristics to commercial banks. Wholesale and retail enterprises such as customer relationship management to provide some reference.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

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