中信银行长沙浏阳支行客户关系管理研究

发布时间：2018-06-13 11:47

本文选题：中信银行浏阳支行 + 客户关系管理　；参考：《湖南大学》2012年硕士论文

【摘要】：20世纪80年代以来，随着全球经济一体化、金融市场自由化和现代信息技术的不断发展，全球银行业的制度结构、运作模式和竞争格局正在经历深刻的变革，竞争日趋激烈。谁能在竞争中胜出，取决于市场上客户的“选票”，因此银行竞争的焦点集中在对于客户的吸引和保持方面。如何界定自己的客户群体？如何与客户保持良好的关系来实现“双赢”，，让客户成为商业银行重要的战略资源？在银行业激烈竞争的今天，客户关系成为银行发展的重要动力之源。本文以中信银行长沙浏阳支行（以下简称中信浏阳支行）为对象，对中信浏阳支行的客户关系管理进行了深入分析。首先，从国内外的相关理论入手，客户关系管理理论的相关概念和发展，银行业客户关系管理研究进行了综述。其次，对中信浏阳支行的客户关系管理现状进行分析，并指出目前中信浏阳支行在客户关系管理方面存在的问题：客户关系管理战略模糊、客户关系管理系统不够完善、客户经理管理存在制度缺陷等。根据前面两章的分析，提出了中信浏阳支行客户关系管理的优化方案，从客户关系管理优化的总体规划、流程优化和具体实施方方面进行深入阐述。最后，为保证支行客户关系管理优化的实施，本文针对性地提出从组织机构、企业文化、营销队伍培养、考核体系完善等措施保障方案的实施，并预计了方案的预期效果。通过对中信浏阳支行的客户关系管理研究和相关方案制定，对支行的长远发展有重大的实际意义，并对其他从事金融行业的企业有一定参考价值。
[Abstract]:Since 1980s, with the integration of the global economy, liberalization of the financial market and the continuous development of modern information technology, the institutional structure, operation mode and competition pattern of the global banking industry are undergoing profound changes and competition is becoming increasingly fierce. The focus of the focus is on the customer's attraction and retention. How to define its own customer group? How to maintain a good relationship with customers to achieve "win-win" and make customers become the important strategic resources of commercial banks? In the fierce competition of the banking industry, the customer relationship is the source of the important driving force for the development of the bank.
Based on the Changsha Liuyang branch of CITIC Bank (hereinafter referred to as CITIC Liuyang branch), this paper makes an in-depth analysis of the customer relationship management of CITIC Liuyang branch. First, from the relevant theories at home and abroad, the related concepts and development of the customer relationship management theory and the research on the customer relationship management of the banking industry are reviewed. This paper analyzes the present situation of customer relationship management in Liuyang branch, and points out the existing problems in the customer relationship management of CITIC Liuyang branch: the strategy of customer relationship management is vague, the customer relationship management system is not perfect, and the system defects of the customer manager management exist. According to the analysis of the previous two chapters, we put forward the CITIC Liuyang branch guest. In order to ensure the implementation of the optimization of the customer relationship management of the branch, this paper puts forward some measures to guarantee the plan from the organizational structure, the enterprise culture, the training of the marketing team and the improvement of the appraisal system. It is implemented and the expected effect of the scheme is expected.
It is of great practical significance to the long-term development of the branch and has a certain reference value to other enterprises engaged in the financial industry through the research on the customer relationship management and the related plan of the CITIC Liuyang branch.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

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