邮储银行哈分行客户关系管理研究

发布时间：2018-02-14 13:18

本文关键词： 客户关系管理客户细分客户满意客户忠诚　出处：《哈尔滨工程大学》2013年硕士论文　论文类型：学位论文

【摘要】：商业银行客户关系管理是在对客户细分的基础，提高与客户沟通的技能，将谈判能力提升为营销能力，提升与客户合作的价值。客户关系管理有利于银行保持长久竞争力并带来新的发展潜力。邮储银行哈分行要在激烈的同业中处于不败之地，持续优化客户关系，提高对高端客户的服务能力，提高客户的满意度和忠诚度，对其得以持续发展具有重要意义。本文通过首先对邮储银行哈分行实施客户关系管理的现状进行概述，其次对邮储银行哈分行在实施客户关系管理中存在的问题进行了分析，然后在现有软硬件基础上，，从组织结构设计、客户关系建立、维护、提升三个不同阶段的CRM内容和CRM对策:客户差异化管理、客户满意度管理、客户忠诚度管理，并基于AHP方法和邮储银行哈分行的实际情况建立客户忠诚度测评模型，为邮储银行哈分行的客户关系管理提供了较为科学务实的优化方案。最后，从构建合理的业务流程、建立完善的客户关系管理信息平台、改革经营管理体制、加大金融产品创新、转变营销模式、加大培训力度几方面提出了保障实施措施。
[Abstract]:Customer relationship management in commercial banks is based on customer segmentation, improve communication skills with customers, and improve negotiation ability into marketing ability. Enhance the value of cooperation with customers. Customer relationship management will help banks to maintain long-term competitiveness and bring new development potential. Postal savings Bank, Harbin Branch in an invincible position in the fierce industry, continuous optimization of customer relations, It is of great significance to improve the service ability and customer satisfaction and loyalty of high-end customers. This paper first summarizes the current situation of implementing customer relationship management in Henan Postal savings Bank branch, then analyzes the problems existing in the implementation of customer relationship management, and then based on the existing software and hardware, the paper analyzes the problems existing in the implementation of customer relationship management in the branch of Postal savings Bank Harbin Branch, then based on the existing software and hardware, From the organizational structure design, customer relationship establishment, maintenance, promotion of three different stages of CRM content and CRM countermeasures: customer differentiation management, customer satisfaction management, customer loyalty management, Based on the AHP method and the actual situation of Hongkong Post savings Bank Harbin Branch, a customer loyalty evaluation model is established, which provides a scientific and practical optimization scheme for customer relationship management of Postal savings Bank Harbin Branch. Finally, a reasonable business process is constructed. Some measures are put forward in this paper, such as establishing a perfect information platform of customer relationship management, reforming the management system, increasing the innovation of financial products, changing the marketing mode and increasing the training intensity.
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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