基于OOPP理论的中国民生银行昆明分行财富客户关系管理研究

发布时间：2018-01-20 06:06

本文关键词： OOPP 客户关系管理民生银行　出处：《昆明理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：伴随着全球一体化的发展,金融管制的壁垒逐步瓦解,广阔的新兴市场上国际金融资本展开角逐,银行业之间的竞争日益加剧。面对着市场如此激烈的竞争,银行业必须要面临如何促使自身竞争能力的提高和获得自身生存和发展的动力两大问题。面对着两大难题,各国银行纷纷启用CRM系统来吸引更多的客户,提高自身的行业竞争力和推动业务的迅速发展。本文通过对民生银行昆明分行的客户管理现状进行分析,运用目标导向项目规划(OOPP)的方法进行系统并且全面的研究,得出四个主要的方面,分别为：优化内部组织、提升信息系统性能、优化业务流程和提升客户关系管理认识。通过专家打分法,在七个方面进行综合考虑,最后得出对民生银行昆明分行现在影响最大的是提升信息系统性能,最小的是优化内部组织,其次分别是提升客户关系管理认识和优化业务流程。针对这四个方面,本文也提出了相应的解决意见。提升信息体统方面主要从以下三点展开研究,分别是：整合信息系统、客户识别和客户维护；提升客户关系管理认识主要从让银行内部人员正确认识客户关系管理在银行经营中的核心作用；优化业务流程主要是从突出核心业务流程、简化业务流程和多样化业务流程来考虑；文中最后提到的的优化内部组织主要是将客户价值作为中心,并成立与它相对应的专门的客户服务机构,对此想法进行深入探讨和研究。
[Abstract]:With the development of global integration, the barriers of financial regulation are gradually disintegrating, the international financial capital is competing in the vast emerging markets, and the competition between the banks is becoming more and more intense. Banks have to face two major problems: how to improve their competitiveness and how to obtain their own survival and development power. Facing the two major problems, banks of all countries have to use CRM system to attract more customers. Improve their own industry competitiveness and promote the rapid development of business. Through the analysis of the current situation of customer management in Kunming branch of Minsheng Bank, this paper makes a systematic and comprehensive study on the method of Object-Oriented Project Planning (OOPP), and draws four main aspects. Respectively: optimize the internal organization, improve the performance of information systems, optimize business processes and enhance the understanding of customer relationship management. Through the expert scoring method, in the seven aspects of comprehensive consideration. Finally, it is concluded that the biggest impact on the Minsheng Bank Kunming Branch is to improve the performance of information systems, the smallest is to optimize the internal organization, the next is to enhance the understanding of customer relationship management and optimize the business process. In view of these four aspects, this paper also put forward the corresponding solutions. The promotion of information system mainly from the following three aspects: integration of information systems, customer identification and customer maintenance; To enhance the understanding of customer relationship management (CRM) mainly from the bank insiders to correctly understand the core role of CRM in the operation of the bank; Optimization of business processes is mainly considered from highlighting core business processes, simplifying business processes and diversifying business processes; In the last part of this paper, the internal organization of optimization is to take customer value as the center, and set up a special customer service organization corresponding to it. This idea is discussed and studied in depth.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.33

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