A银行新客户关系管理设计与实施研究

发布时间：2018-03-04 08:16

本文选题：A银行　切入点：新CRM　出处：《南昌大学》2017年硕士论文　论文类型：学位论文

【摘要】：当前,经济发展处于下行阶段,银行同业的竞争却日趋白热化,而且同质产品、同质服务、同质营销的模式和现象特别突出和严重。我们分析这些表象,不难看出银行之间的竞争本质,即为客户资源的抢夺,哪家银行有了优质的客户资源,便有了市场。越来越多的银行开始研发和投产新一代CRM,将先进的客户关系管理理念融入到企业的经营管理战略之中。本文就以A银行的新一代CRM建设为研究对象,以CRM及顾客价值为理论基础,通过国内外CRM发展现状的对比研究和分析,结合市场营销等经济学和管理学知识,采用文献研究、实地调研、案例研究、统计分析等研究方法,探索A银行如何通过新一代CRM的建设,来实现‘精准营销、主动出击’,从而最大化地实现维系老客户、拓展新客户的模式创新。本文的研究成效有几个方面:第一,基于CRM理念的管理思维创新从以往整个金融业界对CRM的定位来看,大多银行仅仅把CRM视为一套软件系统,一个工具平台,而忽视其思维和意识的重要性。本文在研究A银行CRM重新设计时,不仅仅是将新一代CRM定位成软件和工具,而是将它上升为企业经营战略管理理念,是以CRM为基础的银行业务营销运作系统,明确了管理在前、系统在后的建设定位,拔高了其在A银行战略规划中的管理地位,系统所有功能都必须服务于A银行的经营管理,所有营销计划都围绕着企业的营销战略而展开;它运行着各式各样的业务计划,它建立起以客户关系维护和拓展责任制为中心的管理制度,将A银行的核心管理理念由以往的‘以业务为中心’转变为‘以客户为中心’。第二,基于客户画像的360视图创新通过对客户资产、负债、理财、风险、渠道、历史交易明细、违约信息、关联人信息、兴趣爱好、消费习惯、投诉建议来对客户进行全方位、多维地分析——对客户进行画像,从而得出客户的综合评级——包括星级评级、贡献评级、存贷款评级、有效积分、贷款(信用卡)授信额度等信息,可实现对客户静态信息及动态趋势的全面了解和预判,对客户经理做营销方案和企划有积极的指导意义。第三,基于客户贡献的精准营销创新名单营销是精准营销的前提基础,上至企业经营战略下至营销活动,能否取得最大效果的关键在于是否能通过数据分析和计算,得出准确、明晰的目标客户名单,再配以有效的营销方案和周到的服务,对客户进行精准营销、主动出击。而A银行新一代CRM通过对客户贡献度、满意度、风险度的引入,实现了价值客户的有效识别、维系和拓展,风险客户的及早发现、规避和处理。另外,本人将MBA学习过程中的市场营销、运营管理等课程的知识点,融入到CRM的模块设计和客户推广中,通过对A银行老CRM应用现状进行分析,发现问题,并引出具有前瞻性的解决方案。
[Abstract]:At present, the economic development is in a downward stage, but the competition among banks is becoming more and more intense, and the patterns and phenomena of homogeneous products, homogeneous services, and homogeneous marketing are particularly prominent and serious. We analyze these phenomena. It is not difficult to see the essence of the competition between banks, that is, which bank has high quality customer resources for the snatch of customer resources, More and more banks began to develop and put into production a new generation of CRM, which incorporated advanced customer relationship management concept into the management strategy of enterprises. This paper takes the new generation of CRM construction of Bank A as the research object. Based on the theory of CRM and customer value, through the comparative research and analysis of domestic and foreign CRM development status, combined with marketing and other knowledge of economics and management, the use of literature research, field research, case studies, statistical analysis and other research methods, This paper explores how bank A can achieve precision marketing, take the initiative to attack, and maximize the pattern innovation of maintaining old customers and expanding new customers through the construction of a new generation of CRM. The research results of this paper have several aspects: first, The innovation of management thinking based on the idea of CRM. From the position of CRM in the whole financial circles in the past, most banks only regard CRM as a software system and a tool platform. While ignoring the importance of thinking and consciousness, this paper not only aims to position the new generation of CRM as software and tools, but also elevates it to the concept of business strategy management when studying the redesign of CRM in Bank A. It is a bank business marketing operation system based on CRM. It clarifies the construction orientation of management before and after the system, elevates its management position in the strategic planning of bank A, and all the functions of the system must serve the management of bank A. All marketing plans revolve around an enterprise's marketing strategy; it runs a variety of business plans, and it establishes a management system centred on customer relationship maintenance and extended accountability, The core management concept of Bank A has been changed from "business-centric" to "customer-centric". Second, 360 views based on customer portrait are innovated through the details of customer assets, liabilities, financial management, risk, channels, and historical transactions. Default information, related person information, hobbies, consumption habits, complaints and suggestions to carry out a comprehensive, multidimensional analysis of the customer-portrait of the customer, so as to obtain the customer's comprehensive rating-including star rating, contribution rating, The information such as deposit and loan rating, effective credit score, credit card credit line and so on, can realize the comprehensive understanding and pre-judgment of the customer's static information and dynamic trend, and have positive guiding significance for the account manager to make the marketing plan and plan. Third, Precision marketing innovation list marketing based on customer contribution is the premise of precision marketing. The key to obtain the greatest effect from business strategy to marketing activities lies in whether the accuracy can be obtained through data analysis and calculation. A clear list of target customers, coupled with effective marketing programs and thoughtful services, to target customers with precision marketing and proactive attacks. And Bank A's new generation of CRM, through the introduction of customer contribution, satisfaction, and risk, Effective identification, maintenance and expansion of value customers, early detection, avoidance and handling of risk customers. In addition, I will learn the knowledge of marketing, operation management and other courses in the course of MBA learning. In the course of module design and customer promotion of CRM, this paper analyzes the current situation of the old CRM application in Bank A, finds out the problems, and leads to a forward-looking solution.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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