中国光大银行某支行客户关系管理调研报告

发布时间：2018-04-11 01:10

本文选题：光大银行 + 客户关系管理　；参考：《辽宁大学》2013年硕士论文

【摘要】：我国商业银行的经营理念经历了由“以营销为中心”向“以客户为中心、以市场为导向”的变革。实施并推广客户关系管理，使各商业银行建立起了全能化的“一对一”的营销服务模式，同时商业银行经营服务的质量与水平有了很大提高。中国光大银行某支行1在经营中的重要支柱是个人客户，其中，中高端个人客户对该支行的贡献度非常显著，进一步改善光大银行某支行个人客户关系管理水平，提升客户满意度、忠诚度是该行亟待解决的问题。本文首先介绍了光大银行某支行的概况和背景。然后从该银行的业务类型，，客户分类，管理模式等方面具体阐述光大银行某支行的客户关系管理实施的现状。通过对现有措施的描述，对于其客户关系管理模式进行SWOT分析，剖析这种模式的优势、劣势、机遇和威胁，找出需要解决的问题。最后根据所提出的亟待解决的问题逐一提出具体的改善措施的建议。
[Abstract]:The management concept of commercial banks in China has undergone a transformation from "marketing as the center" to "customer as the center and market as the direction".By implementing and popularizing customer relationship management, all commercial banks have established a "one-to-one" marketing service model, and at the same time, the quality and level of business services of commercial banks have been greatly improved.An important pillar of a branch 1 of Everbright Bank of China is the individual customer. Among them, the contribution of the middle and high-end individual customers to the branch is very significant, which further improves the level of personal relationship management of a branch of Everbright Bank.Improve customer satisfaction, loyalty is the bank to solve the problem.This paper first introduces the general situation and background of a branch of Everbright Bank.Then from the bank's business type, customer classification, management model and other aspects of the implementation of a branch of Everbright Bank customer relationship management status.Based on the description of existing measures, this paper analyzes the advantages, disadvantages, opportunities and threats of the CRM model by SWOT analysis, and finds out the problems to be solved.Finally, according to the problems that need to be solved one by one, put forward the specific improvement measures.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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