珠江银行东莞分行客户关系管理优化研究

发布时间：2018-07-05 10:45

本文选题：客户关系管理 + 珠江银行　；参考：《中南大学》2012年硕士论文

【摘要】：随着我国经济的飞速发展,金融系统,特别是银行系统在市场经济中扮演越来越重要的角色。银行业之间的竞争,归根结底是对客源的竞争；客户关系管理是各商业银行争取客户的最好工具。本文以珠江银行东莞分行的客户关系管理为研究对象,以便使其重构客户关系管理系统,并完善和优化它的银行客户关系管理体系。本研究结合珠江银行东莞分行的背景和行业特点,采用问卷调查法深入地分析出了珠江银行东莞分行现有客户关系管理存在的问题,即客户信息的管理不够系统；客户关系管理的人员权责不明；业务服务渠道的流程繁琐；信息系统性能下降等。本研究制定了改善珠江银行东莞分行客户关系管理的原则和思路及其优化的内容,珠江银行东莞分行应当改善经营管理理念、构建完善的运营系统、建设好集成数据库、匹配银行授信风险管理功能并增加产品种类和实施差异化营销。研究的最后从三个方面提出了保障珠江银行东莞分行客户关系管理优化方案顺利实施的措施,分别为银行员工思想观念的转变、组织机构保障和人力资源保障。
[Abstract]:With the rapid development of our country's economy, the financial system, especially the banking system, plays a more and more important role in the market economy. The competition among banks is in the final analysis the competition for the customers, and the customer relationship management is the best tool for the commercial banks to strive for customers.
This paper takes the customer relationship management of Dongguan branch of Zhujiang bank as the research object in order to restructure the customer relationship management system and improve and optimize its bank customer relationship management system. This study combines the background and industry characteristics of the Dongguan branch of Zhujiang bank, and analyzes the Dongguan branch of Zhujiang bank by the method of questionnaire. The existing problems in the existing customer relationship management are that the management of customer information is not enough, the personnel and responsibilities of the customer relationship management are unclear, the flow of service channels is tedious and the performance of the information system is declining. This study has formulated the principles and ideas to improve the customer relationship management of the Dongguan branch of the Pearl River bank and the content of its optimization. The Bank of Dongguan branch should improve the management concept, build a perfect operation system, build an integrated database, match the bank credit risk management function, increase the product variety and implement differential marketing. Finally, the research has proposed three aspects to ensure the smooth implementation of the Pearl River bank Dongguan branch's customer relationship management optimization plan. The measures are the transformation of the staff's ideology, organizational guarantee and human resources protection.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

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