吉林银行一汽支行客户关系管理优化研究

发布时间：2018-03-13 10:32

本文选题：客户关系管理　切入点：吉林银行一汽支行　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：客户关系管理,即CRM,是指企业通过与客户持续沟通了解客户实际需求,不断完善产品或者服务,以获取客户最大程度的满意度。客户关系管理的核心在于“以客户为中心”,通过满足客户的个性化需求,达到提升客户满意度和忠诚度的初级目的,以实现为企业创造最大盈利和竞争优势的战略目标。尤其是对于商业银行而言,金融产品同质化现象日益严重,银行之间的竞争已经从产品竞争上升为差异化营销的模式,即从“同质化”向“特色化”服务转变,在转变过程中客户已然成为商业银行经营和发展的生命线,凭借与客户之间的友好往来和持续沟通,能够帮助商业银行更便捷地了解客户心理和行为,更加科学合理地利用客户资源确定更多的市场份额。因此,推行客户关系管理理论,加强对客户关系的维护和优化,是现代商业银行赢取竞争优势的必要手段,也是目前国内商业银行管理层研究与重点关注的关键问题之一。吉林银行一汽支行作为城市商业银行的分支机构,客户关系管理有利于提升客户对银行的满意度,帮助银行实现自我核心竞争力与经营绩效最大化。但是,在实际中,吉林银行一汽支行在客户关系管理和维护方面依然存在诸多的问题,特别是在信息平台建设、产品营销、关系维护以及客户服务等方面,导致银行在同区域竞争中处于劣势,稳定客户群体不断流失。因此,本文对吉林银行一汽支行的客户关系管理现状展开研究,基于顾客满意度和客户关系管理相关理论,深入地探索吉林银行一汽支行客户关系管理情况,挖掘存在问题的具体内容,为吉林银行一汽支行优化客户关系管理体系、增强企业核心竞争优势,提供可用的建议与参考。具体内容包括四个方面:首先,对本文的研究背景和意义、文献综述与理论基础进行详细地阐述;其次,对吉林银行一汽支行的客户关系管理现状和问题展开分析,根据现状分析找出银行客户关系管理中的弊端;再次,提出针对吉林银行一汽支行客户关系管理的优化方案,重点围绕信息平台建设、客户关系维护、营销策略创新和客户服务质量提升四个方面进行设计;最后,对吉林银行一汽支行优化和改善客户关系管理提出保障措施。笔者期望通过研究和分析,能够更加全面和系统地了解吉林银行一汽支行客户关系情况,为银行提高客户满意度和忠诚度、增强银行的盈利效益和核心竞争力提供一定的借鉴和帮助。
[Abstract]:Customer relationship management, or CRM, refers to the continuous communication between enterprises and customers to understand the actual needs of customers, constantly improve products or services, The core of customer relationship management (CRM) is "customer-centered", which aims to improve customer satisfaction and loyalty by meeting the individual needs of customers. Especially for commercial banks, the phenomenon of homogenization of financial products is becoming more and more serious, and the competition among banks has changed from product competition to differentiated marketing mode. That is, from "homogenization" to "characteristic" service, the customer has become the lifeline of commercial bank management and development in the process of transformation, relying on friendly exchanges and continuous communication with customers. It can help commercial banks to understand customers' psychology and behavior more conveniently, and make more scientific and reasonable use of customer resources to determine more market share. Therefore, the theory of customer relationship management should be carried out to strengthen the maintenance and optimization of customer relationship. It is a necessary means for modern commercial banks to win competitive advantage, and is also one of the key issues that the management of domestic commercial banks pay attention to at present. The FAW Branch of Jilin Bank is a branch of the City Commercial Bank. Customer relationship management (CRM) helps to improve customer satisfaction with banks and help banks to maximize their core competitiveness and operating performance. However, in practice, The FAW branch of Jilin Bank still has many problems in customer relationship management and maintenance, especially in the aspects of information platform construction, product marketing, relationship maintenance and customer service, which result in banks being at a disadvantage in regional competition. Therefore, this paper studies the current situation of customer relationship management of Jilin Bank FAW Branch, based on customer satisfaction and customer relationship management theory, In order to optimize the customer relationship management system for FAW branch of Jilin Bank and enhance the core competitive advantage of the enterprise, the customer relationship management situation of FAW Branch of Jilin Bank is deeply explored, and the concrete contents of existing problems are excavated. The specific contents include four aspects: first, the research background and significance of this paper, literature review and theoretical basis are described in detail; secondly, This paper analyzes the current situation and problems of customer relationship management in FAW branch of Jilin Bank, and finds out the disadvantages of customer relationship management in bank according to the current situation. Thirdly, the optimization scheme for customer relationship management of FAW Branch of Jilin Bank is put forward. Focus on information platform construction, customer relationship maintenance, marketing strategy innovation and customer service quality improvement. Finally, This paper puts forward the safeguard measures to optimize and improve the customer relationship management of FAW Branch of Jilin Bank. The author hopes that through the research and analysis, he can understand the customer relationship of FAW Branch of Jilin Bank more comprehensively and systematically. It provides some reference and help for banks to improve customer satisfaction and loyalty, and to enhance the profitability and core competitiveness of banks.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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