恒丰银行绍兴支行客户关系管理策略研究

发布时间：2018-01-02 16:15

本文关键词：恒丰银行绍兴支行客户关系管理策略研究　出处：《石河子大学》2015年硕士论文　论文类型：学位论文

【摘要】：商业银行CRM在国外的发展和应用比较早,我国银行业作为服务型企业的典型代表,非常迫切的需要对客户关系进行维护。日益白热化的竞争,使得客户关系管理被商业银行高度认可。中国的银行业在现今的市场中己经不再风平浪静,国内商业银行早已形成非常激烈的竞争。与外资银行相比,具有非常丰富的客户资源是我国商业银行的关键优势。因此,本文将以恒丰银行绍兴支行为研究对象,对其客户关系现状展开研究,力图建立长期稳定、科学合理的客户关系,切实发挥客户资源利益的最大化,以优质服务为主的服务支持与吸引活动,实现银行与客户在利益上的“双赢”。本文共分为六个章节。第一章为绪论,明确本文所要研究的具体问题,厘清研究的思路和内容安排。第二章为相关理论概述,介绍了客户关系理论、关系营销理论、客户生命周期理论、银行客户关系管理、价值链理论,为下文打下了坚实可靠的理论基础。第三章绍兴支行客户分类研究及管理问题,首先探讨了客户分类指标体系,然后利用因子分析法对客户进行了分类,最后基于分类结果指出了客户关系管理方面存在的问题。第四章为绍兴支行客户关系管理策略,对四类客户分别提出了客户关系管理的策略。第五章为绍兴支行客户关系管理策略实施保障措施。从组织、资源和技术方面提出了相关措施,确保客户关系管理策略能够顺利执行。第六章为结论与展望。本章通过对研究结论的总结,提出本研究的学术意义和实践价值,通过梳理本文的研究局限,指出后续研究的方向。目的:(1)恒丰银行绍兴支行如何对其客户进行分类?分类的结果如何?(2)恒丰银行绍兴支行目前对每类客户在客户关系管理方面存在哪些问题,针对这些问题应当采取哪些措施予以改善?(3)为了支持客户关系管理的改善,恒丰银行绍兴支行需要从支行层面获得哪些支持?方法:文献研究法、案例研究法;数理统计法结论:(1)通过因子分析,14个指标恰好能够被解析为2个因子,为以后银行企业客户的客户分类提供了参考方法。(2)绍兴支行AAA级客户主要是经营理念问题;AA级客户主要是客户经理问题,A级客户主要是业务管理问题;A-级客户主要是客户评价问题。(3):对于AAA级客户,可以加强金融产品的创新、建立个性化服务流程;对于AA级客户,可以强化客户经理队伍、制定客户定期回访计划、配置专门财富顾问、畅通客户提升通道;对于A级客户,可以突出授信额度优势、提升客户让渡价值、实施客户互动管理;对于A-级客户,可以搭建数据跟踪平台、评估升级可能性、建立客户退出机制。
[Abstract]:The development and application of CRM in commercial banks abroad earlier, China's banking industry as a typical service enterprises, very urgent need to maintain the customer relationship. The increasingly intense competition, the customer relationship management is highly recognized by the commercial bank. Chinese banking in the market today is no longer in smooth water. Domestic commercial banks have already formed a very fierce competition. Compared with foreign banks, has a very rich customer resource is the key advantage of China's commercial banks. Therefore, this paper will Hengfeng bank Shaoxing branch as the research object, the research status of customer relationship, to establish long-term stable, scientific and reasonable customer relationship, to maximize effectively play the customer resource interests, to high-quality service support and attract activities, in the interests of the bank and the customer to achieve "win-win". This paper is divided into six Chapters. The first chapter is the introduction, this paper is to study the specific problems clearly, clarifying the research ideas and contents. The second chapter is an overview of the theory, introduced the customer relations theory, relationship marketing theory, customer lifecycle theory, customer relationship management, value chain theory, a solid theoretical foundation for this text. The third chapter Shaoxing branch customer classification research and management problems, firstly discusses the customer classification index system of customer classification, and then using the method of factor analysis, finally, based on the classification results and points out the existing customer relationship management problems. The fourth chapter is the Shaoxing branch of the strategy of customer relationship management, customer relationship management strategy on the four types of customers were proposed. The fifth chapter is the customer relationship management strategy of Shaoxing branch of the implementation of security measures. From the organization, put forward relevant measures of resources and technology, ensure that Customer relationship management strategy can be executed successfully. The sixth chapter is the conclusion and prospect. This chapter of the study conclusions, this study proposes the academic significance and practical value, through combing the research limitations, pointed out the direction for further research. Objective: (1) Hengfeng Bank branch in Shaoxing, how to classify the customer how? The results of classification? (2) Hengfeng bank Shaoxing branch at present each kind of customer problems in customer relationship management, what measures should be taken to improve to solve these problems? (3) in order to support the improvement of customer relationship management, Prudential Bank Shaoxing branch which need to get support from the branch level? Methods: literature research method. Case study method; mathematical statistics conclusion: (1) through factor analysis, 14 indicators that can be resolved into 2 factors, provide a reference for customer classification of bank enterprise customers later Method. (2) Shaoxing branch of AAA is the main customers business philosophy; AA is the main customers of customer manager, a customer is mainly business management; A- is the main customers customer evaluation problem. (3): AAA level for customers, can strengthen the innovation of financial products, build personalized service process; for AA customers, can strengthen customer manager team, develop customer visit plan, special configuration of wealth advisors, customers improve the smooth channel; for a customer, can highlight credit advantage, improve customer delivered value, the implementation of customer interaction management; A- level for customers can build data tracking platform, establish evaluation upgrade possibility customer exit mechanism.

【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.33

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