我国商业银行个人理财业务CRM运行软环境的优化研究

发布时间：2018-05-25 15:15

本文选题：个人理财业务 + CRM　；参考：《陕西科技大学》2012年硕士论文

【摘要】：CRM是一个复合概念：它是“以客户为中心”的管理思想，是以客户价值为导向的运营机制，还是一套技术解决手段。本文认为，若将CRM作为一套技术解决手段看作是CRM的硬性环境，那么，“以客户为中心”的管理思想以及以客户价值为导向的运营机制则可以被看作是CRM运行的软性环境。软环境在企业的运行中起到保证、引导、规范的作用，优良的软环境促进企业运营的良性循环，为企业带来更多利润。我国经济持续快速发展，国民财富不断得到积累，个人理财业务市场还有巨大的空间等待去挖掘。将CRM系统导入个人理财业务，降低了银行管理客户信息资料的难度，使商业银行个人理财业务的运行效率有了一定的提高。但是CRM的内涵却不止于此。本文将CRM软环境引入我国商业银行个人理财业务，从个人理财业务的CRM运行机制和CRM管理思想这两大部分对其进行优化： 1、针对个人理财业务CRM运行机制的优化，，本论文从两个方面提出建议：理财产品的运作流程规范优化以及理财服务流程的品质控制。（1）在个人理财产品的运作流程规范优化中，本文通过对近几年理财产品发行现状的分析，总结出当前个人理财业务隐藏的问题：产品层次低、同质化严重、存在较高操作风险。针对这些问题，本论文将个人理财产品的运作流程进行分解，从前期的市场调研、到产品定位、产品类型确定、产品定价、可行性分析、再到最终发行与营销策略制定都提出了规范化的建议；（2）在个人理财业务服务流程的品质控制中，本论文通过对将我国当前个人理财业务服务流程与CFP服务流程进行对比，并依据服务质量差距理论设计出针对个人理财业务客户的调查问卷。通过对调查问卷结果的分析，总结出当前我国商业银行个人理财业务服务中存在的缺陷。针对这些问题，本文将个人理财业务服务流程进行分解，从服务接触阶段、服务让渡阶段以及服务跟踪阶段提出了对服务品质进行控制的建议。 2、针对个人理财业务CRM管理思想的优化，本论文提出要强化“客户”理念，建立个人理财业务品牌的建议；其次，应当顺应个人理财业务的发展方向，大力扩展私人银行业务。除此之外，为保证个人理财业务的蓬勃发展，银行应当努力建立一支复合型专业理财队伍。随着商业银行信息化建设的不断完善，CRM作为技术手段可以为银行运行效率的改善提供更大的支持，而优良的CRM运行软环境则是其发挥作用的保证。商业银行在发展个人理财业务的过程中，应当充分重视CRM软环境的作用。
[Abstract]:CRM is a compound concept: it is a "customer-centered" management idea, a customer-oriented operation mechanism, or a set of technical solutions. This paper holds that if CRM is regarded as a set of technical solutions as a hard environment of CRM, then the "customer-centered" management thought and the customer-value-oriented operation mechanism can be regarded as the soft environment of CRM operation. Soft environment plays a role of guarantee, guidance and standardization in the operation of enterprises. The fine soft environment promotes the virtuous circle of enterprise operation and brings more profits to enterprises. With the rapid development of economy and the accumulation of national wealth, there is still a huge space for the market of personal finance business to be excavated. The introduction of CRM system into personal finance business reduces the difficulty of bank management of customer information and improves the operational efficiency of commercial bank personal finance business. But the connotation of CRM does not end there. This paper introduces the soft environment of CRM into personal finance business of commercial banks in our country, and optimizes it from the two parts of CRM operation mechanism and CRM management thought of personal finance business. 1. Aiming at the optimization of CRM operation mechanism of personal finance business, this paper puts forward some suggestions from two aspects: the optimization of operation flow of financial management products and the quality control of financial management service flow. Based on the analysis of the present situation of financial management product distribution in recent years, this paper summarizes the hidden problems of personal financial management business: low product level, serious homogeneity and high operational risk. To solve these problems, this paper decomposes the operation process of personal financial products, from the previous market research, to product positioning, product type determination, product pricing, feasibility analysis, In the process of quality control of personal finance service flow, this paper compares the current service flow of personal finance business with CFP service flow in our country by comparing the current service flow of personal finance business with that of CFP service process. According to the theory of service quality gap, the questionnaire for clients of personal finance business is designed. Based on the analysis of the results of the questionnaire, the defects in the personal financial services of commercial banks in China are summarized. Aiming at these problems, this paper decomposes the service flow of personal finance business, and puts forward some suggestions to control the service quality from the service contact stage, the service delivery stage and the service tracking stage. 2, aiming at the optimization of CRM management thought of personal finance business, this paper puts forward the suggestion of strengthening the concept of "customer" and establishing the brand of personal finance business. Secondly, it should conform to the development direction of personal finance business and expand the private banking business vigorously. In addition, in order to ensure the vigorous development of personal finance business, banks should strive to establish a complex professional financial management team. With the continuous improvement of commercial bank information construction, as a technical means, it can provide more support for the improvement of bank operation efficiency, and the excellent soft environment of CRM operation is the guarantee of its function. In the process of developing personal finance business, commercial banks should pay full attention to the role of CRM soft environment.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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