江苏射阳农商行客户关系管理优化研究

发布时间：2019-03-28 16:50

【摘要】：自九十年代末,我国引入客户关系管理,从此这种系统在我国商业银行迅速发展起来。有关客户关系管理系统的创新研究也在近几年成为热点讨论对象,建立自己的客户关系管理系统,有利于提高客户的满意度和忠诚度,有利于提高管理水平及降低服务成本,有利于保持并增强现有市场渠道并挖掘新的市场资源,有利于提供对企业市场分析的数据,是提高综合竞争能力的首选方案。江苏射阳农村商业银行经过两年开发推出了以客户为中心的客户管理系统,本文以江苏射阳农村商业银行客户管理系统为主要研究对象,研究客户关系管理系统上线以来的应用效果进行评价分析,针对使用过程中存在的问题提出解决优化措施及建议,以期增强江苏射阳农村商业银的竞争力和其可持续发展的能力。本文拟采取实地调查、实例分析与文献查阅相结合的方式进行研究。通过对江苏射阳农村商业银行客户关系管理系统与其他商业银行客户管理系统的比较分析,取得的运用效果；并且通过发放问卷调查客户对江苏射阳农村商业银行满意度,忠诚度,与系统上线前后客户满意度、忠诚度的比较,评价其应用效果。根据应用效果分析系统存在优势与不足之处,分析使用过程中的影响因素、发展障碍,如：不重视观念、不努力建设企业的架构和文化、业务过于繁杂导致中间流程特别多、客户没有集中起来、业务的技术需要不断的改进。针对江苏射阳农村商业银行客户关系管理系统使用过程中出现的问题,归纳并提炼出相关的、可操作性的、具有现实意义的优化措施和建议,如：系统的成功实施,需要全员参与；系统的充分使用需要提高数据质量、规范数据标准；关注企业文化建设,改善客户关系管理的实践氛围。
[Abstract]:Since the end of 1990's, customer relationship management (CRM) has been introduced into China, and this system has been developed rapidly in China's commercial banks. The innovation research on customer relationship management system has also become a hot topic in recent years. Establishing its own customer relationship management system is beneficial to improve customer satisfaction and loyalty, improve management level and reduce service cost. It is beneficial to maintain and strengthen the existing market channels and to excavate new market resources, and to provide data for enterprise market analysis. It is the first choice to improve the comprehensive competitiveness of enterprises. After two years of development, Jiangsu Sheyang Rural Commercial Bank has launched a customer-centered customer management system. The main research object of this paper is the customer management system of Jiangsu Sheyang Rural Commercial Bank. The application effect of customer relationship management system has been evaluated and analyzed, and the optimization measures and suggestions have been put forward to solve the problems existing in the process of application. In order to enhance the competitiveness of Jiangsu Sheyang Rural Commercial Bank and its sustainable development capacity. This article plans to take the field investigation, the case analysis and the literature consult the way to carry on the research. Through the comparison and analysis between customer relationship management system of Jiangsu Sheyang rural commercial bank and other commercial bank customer management system, the application effect is obtained. And through the questionnaire survey of Jiangsu Sheyang rural commercial bank satisfaction, loyalty, compared with the system before and after the online customer satisfaction, loyalty, evaluation of its application effect. According to the advantages and disadvantages of the application effect analysis system, this paper analyzes the influencing factors in the process of application, and the obstacles to development, such as: not paying attention to the concept, not working hard to build the structure and culture of the enterprise, the complexity of the business leads to a lot of intermediate processes, Customers are not centralized, business technology needs to be constantly improved. In view of the problems in the process of using customer relationship management system of rural commercial bank in Sheyang, Jiangsu Province, this paper summarizes and refines the relevant, operational and practical optimization measures and suggestions, such as the successful implementation of the system, Full participation is required; The full use of the system needs to improve the data quality, standardize the data standard, pay attention to the construction of enterprise culture, and improve the practice atmosphere of customer relationship management.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

【参考文献】