工商银行咸阳分行个人客户关系管理研究

发布时间：2018-01-22 11:10

本文关键词： 个人客户关系管理工商银行咸阳分行提升策略　出处：《西安工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着现代信息技术的发展与电商模式的崛起,传统的商业银行个人金融业务模式已经不再适应当前的社会发展趋势。工商银行作为我国的一个股份制的商业银行,在不断变化的市场中得以快速发展,所依赖的就是工商银行在社会发展与变化的过程中不断转变自身的发展理念,更新自身的发展模式,同时优化自身的服务体系,从以产品为中心的服务模式转化成为以客户为中心的新时代发展策略。事实证明,以客户为中心的发展模式已经逐渐成为了市场化经济模式的核心理念,工商银行只有不断优化自身的客户关系管理现状,才能够实现自身金融业务的可持续化发展。本文将以工商银行咸阳分行个人客户关系管理作为研究对象,通过对当前整个银行业的个人客户关系管理发展的现状入手,在对个人客户关系管理的内涵与特征进行分析的同时,在客户忠诚度、满意度、生命周期等理论的基础上,针对性的分析了当前工商银行咸阳分行个人客户关系管理的现状,通过对工商银行咸阳分行的SWOT分析,分析了工商银行咸阳分行发展个人客户关系管理所蕴含的潜在意义。同时借鉴国内外先进的研究成果,有针对性的选取个人客户关系管理的指标体系,从而实现了工商银行咸阳分行个人客户关系管理的评价体系,通过对该体系的分析可以看出,工商银行咸阳分行在对个人客户的信息管理方面,有着一定的优势,但是个人客户意见投诉处理方面,存在一定的问题。相比较而言,工商银行咸阳分行在咸阳市的众多银行中,现场服务及网点环境卫生相对较好,但对于服务的及时性却仍有待进一步的提升。最后,针对工商银行咸阳分行个人客户关系管理上存在的问题,本文将从个人客户管理方面、个人客户维系方面、个人客户转化方面以及个人客户服务提升四个方面提出了相应的改善策略。期望能提供有效的参考与借鉴给工商银行咸阳分行个人客户关系的管理。
[Abstract]:With the development of modern information technology and the rise of e-commerce model. The traditional commercial bank personal financial business model has no longer adapted to the current social development trend. ICBC, as a joint-stock commercial bank in China, has been developing rapidly in the constantly changing market. In the process of social development and change, ICBC is relying on changing its own development concept, updating its own development model, and optimizing its own service system. From the product-centered service model to the customer-centered development strategy of the new era. Facts show that the customer-centric development model has gradually become the core concept of the market-oriented economic model. Industrial and Commercial Bank of China (ICBC) can realize the sustainable development of its own financial business only by continuously optimizing the current situation of its customer relationship management. This paper will take the personal customer relationship Management of ICBC Xianyang Branch as the research object. Through the current situation of the development of personal customer relationship management in the banking industry, this paper analyzes the connotation and characteristics of personal customer relationship management, at the same time, in customer loyalty, satisfaction. On the basis of life cycle theory, this paper analyzes the current situation of personal customer relationship management in Xianyang Branch of ICBC, and analyzes the SWOT of Xianyang Branch of ICBC. This paper analyzes the potential significance of the development of personal customer relationship management in Xianyang Branch of ICBC. At the same time, it selects the index system of personal customer relationship management for reference from the advanced research results at home and abroad. Thus realized the ICBC Xianyang branch personal customer relationship management evaluation system, through the analysis of this system, we can see that ICBC Xianyang Branch in the individual customer information management. There are some advantages, but there are certain problems in handling individual customer opinion complaints. Compared with the Xianyang branch, ICBC Xianyang Branch is in many banks in Xianyang City. Site service and network environmental hygiene is relatively good, but the timeliness of the service is still to be further improved. Finally, aiming at the existing problems of personal customer relationship management in Xianyang Branch of ICBC. This article will be from the individual customer management aspect, the individual customer maintenance aspect. Four aspects of personal customer transformation and personal customer service promotion are proposed to improve the strategy, hoping to provide effective reference and reference to the ICBC Xianyang branch of personal customer relationship management.
【学位授予单位】：西安工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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