浙江建行重点客户关系管理问题研究

发布时间：2018-02-16 18:49

本文关键词： 重点客户关系管理客户贡献度客户差异性客户关系管理系统　出处：《浙江工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：目前,国内商业银行的竞争已经越来越集中到重点客户上,已经将重点客户关系管理工作提升到了相当重要的高度。受内外部环境和同业竞争形势的影响,浙江建行的重点客户关系管理面临着一定的挑战。本文的研究对象是浙江建行重点客户关系管理工作,从相关理论入手,首先介绍了国内外对商业银行重点客户关系管理的研究现状和商业银行客户关系管理相关理论；其次对浙江建行重点客户关系管理的现状和存在的问题进行了分析；最后,提出了相关策略和实施措施,着重进行了基于客户贡献度的客户差异化分析以及提出了基于贡献度的识别模型和矩阵分析模型。本文的意义是促使银行对客户关系管理提供足够重视程度,能够指导银行更有效的做好客户关系管理工作,为如何做好重点客户关系管理提供新的思路和方法,并借此契机帮助本人梳理思路,从而更好的开展重点客户关系管理工作。本文的研究结论是浙江建行必须做好以下几方面的工作,才能做好重点客户关系管理：首先,将客户关系管理理念渗透到各个部门和每个员工,真正的把客户作为浙江建行最重要的资产来管理；第二,利用客户的差异性,做好对重点客户的识别、分类和差异化管理工作：第三,针对重点客户,重构业务流程,加大产品开发和营销力度；第四,开发并有效使用一套完整的分析型客户关系管理系统；最后,重视重点客户关系管理考核评价体系的建设。
[Abstract]:At present, the competition of domestic commercial banks has been more and more concentrated on key customers, and the key customer relationship management has been promoted to a very important height. Affected by the internal and external environment and the situation of competition in the same industry, Zhejiang Construction Bank's key customer relationship management is facing certain challenges. The research object of this paper is the key customer relationship management of Zhejiang Construction Bank. Starting with the relevant theory, this paper first introduces the domestic and foreign research status of key customer relationship management in commercial banks and the relevant theory of customer relationship management in commercial banks. Secondly, the current situation and existing problems of key customer relationship management in Zhejiang Construction Bank are analyzed. Finally, the relevant strategies and implementation measures are put forward. The customer differentiation analysis based on customer contribution degree and the recognition model based on contribution degree and matrix analysis model are put forward. The significance of this paper is to urge banks to pay enough attention to customer relationship management, to guide banks to do customer relationship management more effectively, and to provide new ideas and methods for how to do well key customer relationship management. And take this opportunity to help me comb ideas, so as to better carry out key customer relationship management work. The conclusion of this paper is that Zhejiang Construction Bank must do a good job in the following aspects in order to do a good job of customer relationship management: first, the concept of customer relationship management to each department and every employee, To truly take the customer as the most important asset of Zhejiang Construction Bank to manage; second, to make use of the customer's difference, to do the work of identifying, classifying and differentiating the key customers; third, to reconfigure the business process for the key customers. Increase the strength of product development and marketing; 4th, develop and effectively use a complete analytical customer relationship management system; finally, attach importance to the key customer relationship management evaluation system construction.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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