中国农业银行汽车城支行网点服务模式转型研究

发布时间：2018-03-31 20:50

  本文选题：商业银行　切入点：社区银行　出处：《吉林大学》2017年硕士论文

【摘要】：本文以战略运营管理理论为基础,通过对大量文献资料的搜索整理,对金融行业和相关其他行业服务模式转型的创新及实施结果的对比。结合中国农业银行汽车城支行自身特点,大胆构思汽车城支行的服务转型方向。同时采用比较分析的方法,从中外银行业发展道路、方式、特点中比较,借鉴国外的有益经验,总结规律,通过对同行业的学习,结合客户服务的目标管理、服务渠道管理和客户满意度管理的完善等相关理论,与一线人员进行面对面的交流。经过对中国农业银行汽车城支行现状的考察,从支行硬件设施,地理位置,员工团队,网点布局,产品种类,客户资源等多方面进行了分析研究,旨在寻求一种新的服务模式以提升支行自身的竞争实力,力争在未来发展中扎实基础,敢于创新尝试,及时发现问题、解决问题,为汽车城支行服务模式转型提供参考。同时结合地域特征,实际考量汽车城支行周边客户的习惯偏好,运用服务创新四维度模型理论和SWOT分析法综合评估中国农业银行汽车城支行服务模式转型所面临的优势、劣势、机会以及威胁,全面考量服务模式转型的利弊,为可能出现的问题寻求解决办法,为今后支行整体的经营转型提供借鉴和依据。结合中国农业银行汽车城支行现有服务模式及未来转型方向,综合考虑市场外部环境与汽车城支行内部环境,服务模式转型方案分别从服务模式概念创新、服务模式接触创新、服务模式技术创新、服务模式转型人力资源保障四个方面入手精细化每位客户的真正需求,将传统银行业的被动式服务转化为主动服务,例如在汽车厂区周边居民区建立社区银行,将服务贯穿到客户的衣食住行,以智能IC卡为载体,为社区居民提供一站式便民服务,增加社区居民与中国农业银行汽车城支行的紧密度。合理利用社区环境打造创新的社区网点。本着创新、环保、健康的服务理念,多一些智能、少一些浪费,利用现代化科技手段,建立有效的客户需求信息分析制度,优化业务办理流程,加速新型业务产品创新速度,依据客户金融服务需求,细分客户,制定相应个性化产品,利用互联网开展远程辅助客户业务办理。辅助员工更好的服务客户,实现网点服务模式的成功转型。最后,在人员配置上中国农业银行汽车城支行需要增加客户经理人数,壮大客户经理队伍,研究了解产品,建立客户档案,针对服务创新中的社区银行客户,建立家庭关系档案管理,利用后台系统数据分析适合客户的产品及服务,及时提供给相应的专属客户经理,及时发现客户需求,合理利用我行资源尽可能的向客户提供全方位、个性化的产品与服务,以建立良好稳定的客户关系,最终实现中国农业银行汽车城支行的服务模式转型。
[Abstract]:This paper is based on the theory of strategic operation management, through the search and collation of a large number of documents, This paper compares the innovation and implementation results of the transformation of service mode between the financial industry and other related industries. Considering the characteristics of the auto city branch of the Agricultural Bank of China, it boldly conceive the direction of the service transformation of the automobile city branch. At the same time, it adopts the method of comparative analysis. Comparing the development path, ways and characteristics of Chinese and foreign banks, learning from the beneficial experience of foreign countries, summing up the rules, combining the objective management of customer service with the study of the same industry, Related theories, such as service channel management and customer satisfaction management, are discussed face to face with front-line personnel. After investigating the current situation of the branch of Agricultural Bank of China Motor City, from the branch hardware facilities, geographical location, staff team, The network layout, product types, customer resources and other aspects are analyzed and studied in order to seek a new service model to enhance the competitive strength of the branch itself, strive for a solid foundation in the future development, dare to try to innovate, Find problems in time, solve problems, provide reference for the transformation of service mode of automobile city branch. At the same time, consider the habit preference of customers around automobile city branch by combining the regional characteristics. By using the four-dimensional model theory of service innovation and SWOT analysis, the paper comprehensively evaluates the advantages, disadvantages, opportunities and threats faced by the transformation of service mode of the automobile city branch of Agricultural Bank of China, and comprehensively considers the advantages and disadvantages of the transformation of service mode. To seek solutions for possible problems, and to provide a reference and basis for the overall management and transformation of the branch in the future. Combined with the existing service mode and future transformation direction of the Motor City Branch of the Agricultural Bank of China, Considering the external environment of the market and the internal environment of the automobile city branch, the transformation scheme of the service mode is from the concept innovation of the service mode, the contact innovation of the service mode, the technological innovation of the service mode, respectively. The transformation of service mode human resources protection starts from four aspects to refine the real needs of each customer, turning the passive services of traditional banking into active services, such as setting up community banks in neighborhoods around automobile factories. The service will run through the customer's clothing, food, housing and transportation, with the intelligent IC card as the carrier, to provide community residents with one-stop convenience services, Increase the closeness between community residents and the automobile city branch of Agricultural Bank of China. Make rational use of the community environment to create innovative community network. In the spirit of innovation, environmental protection, healthy service concept, more intelligence, less waste, By means of modern science and technology, we should establish an effective system of customer demand information analysis, optimize the business process, speed up the innovation of new business products, divide customers according to customer financial service needs, and formulate corresponding personalized products. Use the Internet to carry out remote customer service management. The auxiliary staff can better serve customers and realize the successful transformation of network service mode. Finally, in terms of staffing, the branch of Agricultural Bank of China Motor City needs to increase the number of account managers. Strengthen the team of account managers, study and understand products, establish customer files, set up family relationship records management for community bank customers in service innovation, use backstage system data to analyze products and services suitable for customers, Timely provide to the corresponding exclusive account manager, timely discovery of customer needs, reasonable use of our bank resources as far as possible to provide customers with all-round, personalized products and services, in order to establish a good and stable customer relationship, Finally, realize the transformation of service mode of Agricultural Bank of China Auto City Branch.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33
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本文编号：1692386