交通银行沈阳分行客户关系管理现状分析及改进策略研究
发布时间：2018-10-17 18:10
【摘要】：随着中国银行业不断的发展,国内商业银行的经营理念已逐步转向“以客户为中心”。商业银行开始注重运用客户关系管理相关理论、方法和工具来管理客户、服务客户,以此提高客户的满意度和忠诚度,实现客户与银行的双赢以及银行收入成本比例的最大化。这些也是国内商业银行应对日趋激烈的银行行业竞争,取得相对竞争优势的重要方面。 交通银行沈阳分行隶属于交通银行总行。近年来,沈阳分行坚持改革创新,努力改进金融服务模式,调整资产结构,加强风险管理,以人为本,加快发展,在向一流商业银行迈进的过程中取得了可喜的成绩。但是,随着同业竞争的日益加深,进一步实施和改善客户关系管理体系已经成为沈阳分行实现持续发展的当务之急。 目前,沈阳分行已经实施了以客户关系管理理论为基础的措施,比如建立客户经理服务制度和相关绩效考核体系,应用客户关系管理系统OCRM,开通电话银行和网上银行等服务渠道。本文通过分析交通银行沈阳分行客户关系管理的现状,提出了其实施客户关系管理过程中存在的问题,并围绕“以客户为中心”的核心理念,确定了沈阳分行客户关系管理改进目标；从制定客户关系管理战略、完善客户细分和差异化服务、业务流程改造、加强客户关系管理系统建设、提高人力资源管理水平五个方面,提出了沈阳分行客户关系管理的改进策略以及持续改善和创新建议。在交通银行总行提出的“二次改革”的背景下,沈阳分行积极实施本文提出的客户关系管理改进策略切合总行发展战略意图,也为沈阳分行自身的发展起到推进剂的作用。
[Abstract]:With the continuous development of China's banking industry, the management concept of domestic commercial banks has gradually shifted to "customer-centered". Commercial banks begin to pay attention to the application of customer relationship management theory, methods and tools to manage customers, service customers, in order to improve customer satisfaction and loyalty, to achieve a win-win situation between customers and banks and maximize the ratio of bank income and cost. These are also important aspects for domestic commercial banks to cope with the increasingly fierce competition in the banking industry and obtain relative competitive advantages. The Shenyang branch of Bank of Communications is subordinate to the head office of Bank of Communications. In recent years, Shenyang Branch insists on the reform and innovation, strives to improve the financial service model, adjusts the asset structure, strengthens the risk management, puts people first, speeds up the development, has obtained the gratifying achievement in the process of stepping forward to the first-class commercial bank. However, with the deepening of competition, further implementation and improvement of customer relationship management system has become the urgent task for Shenyang Branch to achieve sustainable development. At present, Shenyang Branch has implemented measures based on customer relationship management theory, such as establishing customer manager service system and related performance appraisal system. Application of customer relationship Management system (OCRM,) to open telephone banking and online banking and other service channels. Based on the analysis of the current situation of customer relationship management in Shenyang Branch of Bank of Communications, this paper puts forward the existing problems in the process of implementing customer relationship management, and revolves around the core idea of "taking customer as the center". The improvement target of customer relationship management in Shenyang Branch is determined, including the establishment of customer relationship management strategy, the improvement of customer segmentation and differentiation service, the transformation of business process, the strengthening of the construction of customer relationship management system, In order to improve the level of human resource management, this paper puts forward the improvement strategy of customer relationship management in Shenyang Branch, as well as suggestions for continuous improvement and innovation. Under the background of the "second reform" put forward by the head office of Bank of Communications, Shenyang Branch actively implements the improvement strategy of customer relationship management put forward in this paper, which accords with the strategic intention of the general bank, and also plays a role of propellant for the development of Shenyang Branch itself.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33;F274
本文编号：2277527
[Abstract]:With the continuous development of China's banking industry, the management concept of domestic commercial banks has gradually shifted to "customer-centered". Commercial banks begin to pay attention to the application of customer relationship management theory, methods and tools to manage customers, service customers, in order to improve customer satisfaction and loyalty, to achieve a win-win situation between customers and banks and maximize the ratio of bank income and cost. These are also important aspects for domestic commercial banks to cope with the increasingly fierce competition in the banking industry and obtain relative competitive advantages. The Shenyang branch of Bank of Communications is subordinate to the head office of Bank of Communications. In recent years, Shenyang Branch insists on the reform and innovation, strives to improve the financial service model, adjusts the asset structure, strengthens the risk management, puts people first, speeds up the development, has obtained the gratifying achievement in the process of stepping forward to the first-class commercial bank. However, with the deepening of competition, further implementation and improvement of customer relationship management system has become the urgent task for Shenyang Branch to achieve sustainable development. At present, Shenyang Branch has implemented measures based on customer relationship management theory, such as establishing customer manager service system and related performance appraisal system. Application of customer relationship Management system (OCRM,) to open telephone banking and online banking and other service channels. Based on the analysis of the current situation of customer relationship management in Shenyang Branch of Bank of Communications, this paper puts forward the existing problems in the process of implementing customer relationship management, and revolves around the core idea of "taking customer as the center". The improvement target of customer relationship management in Shenyang Branch is determined, including the establishment of customer relationship management strategy, the improvement of customer segmentation and differentiation service, the transformation of business process, the strengthening of the construction of customer relationship management system, In order to improve the level of human resource management, this paper puts forward the improvement strategy of customer relationship management in Shenyang Branch, as well as suggestions for continuous improvement and innovation. Under the background of the "second reform" put forward by the head office of Bank of Communications, Shenyang Branch actively implements the improvement strategy of customer relationship management put forward in this paper, which accords with the strategic intention of the general bank, and also plays a role of propellant for the development of Shenyang Branch itself.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33;F274
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