江苏银行某支行CRM的实施与优化研究

发布时间：2018-02-26 14:09

本文关键词： 城市商业银行江苏银行客户关系管理 CRM　出处：《广西师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着经济的全球化和外资银行的大量涌入,以及我国金融改革的不断深入,国内金融市场竞争日益激烈,金融买方市场已初步形成。同时,以Internet为代表的信息技术飞速发展,深刻地影响了国有城市商业银行传统的运作模式。在这样的新形势下,作为国有城市商业银行之一的江苏银行,建立与加强客户关系管理(CRM),已成为其巩固和提高市场竞争力的迫切需要。客户关系管理的核心是“以客户为中心”,通过满足客户的个性化需求,实现提高客户满意度和忠诚度,实现缩短销售周期,降低销售成本,增加收入,拓展市场,提升企业盈利能力和竞争能力的目标。客户关系管理的主要内容包括,客户价值、关系价值和信息技术。客户关系是企业的一种营销战略,企业通过与客户的不断交流与互动,提供信息与客户进行交流,以便了解客户的行为,进而影响客户的行为,最终留住客户,不断增加企业的利润。本文以江苏银行某支行为例,首先将本次研究放在特定的背景下,说明研究的意义,并回顾了国内外现有的研究,从而为本文研究奠定理论基础,并且寻求可能创新之处；然后在探讨国有城市商业银行CRM运营模式分析的基础上,结合江苏银行某支行实施CRM的现状,对该行存在的主要问题进行剖析,最后针对其存在的信息、流程、技术、人员等方面的问题,提出优化CRM的措施建议。力争通过改善江苏银行某支行的CRM,为江苏银行其他支行客户关系管理的实施提供借鉴。在国内银行业竞争不断加剧、国际金融一体化不断深化的今天,江苏银行某支行只有从经营理念、业务流程等多方面进行全面的改革,实施科学的客户关系管理,以科技为基础,以营销人才和组织架构为保障,以完善客户关系为宗旨,才能有效地整合银行资源,提高自身的竞争优势、建立起核心竞争力,从而实现长久的可持续发展。
[Abstract]:With the globalization of economy and the influx of foreign banks, as well as the deepening of China's financial reform, the domestic financial market competition is increasingly fierce, the financial buyer's market has initially formed. At the same time, the information technology represented by Internet is developing rapidly. It has deeply affected the traditional operation mode of state-owned city commercial bank. In such a new situation, Jiangsu Bank, as one of the state-owned city commercial banks, To establish and strengthen customer relationship management (CRM) has become an urgent need to consolidate and improve market competitiveness. The core of customer relationship management (CRM) is "customer-centered", which can improve customer satisfaction and loyalty, shorten sales cycle, reduce sales cost, increase revenue and expand market. The main contents of CRM include customer value, relationship value and information technology. Customer relationship is a kind of marketing strategy. Provide information to communicate with customers in order to understand customer behavior, thereby affecting customer behavior, ultimately retaining customers, increasing corporate profits. This paper takes a branch of Jiangsu Bank as an example, first of all, put this research under a specific background, explain the significance of the study, and review the existing research at home and abroad, so as to lay a theoretical foundation for this study, and seek for possible innovations; Then, on the basis of analyzing the CRM operation mode of state-owned city commercial bank, combining with the present situation of implementing CRM in a branch of Jiangsu Bank, this paper analyzes the main problems existing in the bank, and finally analyzes the information, process and technology of the bank. This paper puts forward some suggestions on how to optimize the CRM of Jiangsu Bank by improving the CRM of one branch of Jiangsu Bank, and provides reference for the implementation of customer relationship Management in other branches of Jiangsu Bank. With the increasing competition in the domestic banking industry and the deepening of international financial integration, a branch of Jiangsu Bank can only carry out comprehensive reform and implement scientific customer relationship management from many aspects, such as management concept, business process and so on. On the basis of science and technology, with marketing talents and organizational structure as the guarantee, and with the aim of perfecting the customer relationship, the bank resources can be effectively integrated, its competitive advantage can be improved, and the core competitiveness can be established, thus realizing the sustainable development for a long time.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33;F274

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