I银行LJ分行个人客户业务CRM研究

发布时间：2018-04-13 15:02

本文选题：商业银行 + 客户关系管理　；参考：《昆明理工大学》2014年硕士论文

【摘要】：由于金融系统开放、信息科技飞速发展、同业竞争日益加剧、银行产品服务多样化与同质化共同决定了个人客户业务(以下简称“个业”)重要的战略地位,其发展的好坏已经成为评判一家银行的重要考量因素。I银行LJ分行(以下简“LJ分行”)作为一家成立较早的国有商业银行,它的个人客户关系管理问题在同类银行中具有代表性。随着国内大型银行的进一步规模化发展、大量外资银行的涌入,虽然LJ分行在成立初期经历了快速的成长阶段,但由于缺乏明确的经营定位和特色化服务经营,近些年LJ分行面临着前所未有的竞争压力。本文的研究旨在帮助LJ分行挖掘自身特色、把握发展机遇,建立并实施适合其自身发展特点的客户关管理模式,进而打造自己的业务核心竞争力,走出个人客户业务发展困境。在如今国内外大型银行建立起“以客户为中心”的先进服务理念,凭借全面实施客户关系管理开展个人客户业务市场争夺的背景下,LJ分行却由于管理理念陈旧、资金及技术等障碍因素导致客户关系管理起步较晚,造成其在个人客户业务CRM方面存在着如客户拓展乏力、资产结构不佳、客户忠诚度不高等诸多客户关系管理问题。本文中,笔者立足于LJ分行,从LJ分行的个人客户业务CRM问题入手,通过借助经典经济学模型、数据分析等方法,从成本、需求两个方面剖析造成客户关系管理问题的原因所在。此外,通过列举国内外银行业客户关系管理运用实例、深入分析LJ分行的经营环境与发展机遇,帮助LJ分行找到了一套有效的、能提升其核心竞争力的个人客户业务CRM改进措施。这套改进方案对于同样处于资金及技术弱势的区域性分行具有一定的借鉴意义。
[Abstract]:With the opening of the financial system, the rapid development of information technology and the increasing competition among the banks, the diversification and homogeneity of banking products and services jointly determine the important strategic position of individual customer business (hereinafter referred to as "individual industry").Its development has become an important consideration in judging a bank. Bank LJ branch (hereinafter referred to as "LJ branch") as an earlier state-owned commercial bank,Its personal customer relationship management problems are representative of the same kind of banks.With the further development of large domestic banks and the influx of a large number of foreign banks, although the LJ branch has experienced a rapid growth stage in the initial stage of its establishment, but due to the lack of a clear business orientation and characteristic service management,In recent years, LJ branch is facing unprecedented competitive pressure.The purpose of this paper is to help LJ branch to tap its own characteristics, grasp the development opportunities, establish and implement the customer management model suitable for its own development characteristics, and then build its own business core competitiveness, and get out of the plight of personal customer business development.Under the background that large banks at home and abroad have established "customer-centered" advanced service concept and carried out individual customer business market competition with the comprehensive implementation of customer relationship management, LJ branch has been outmoded because of the outdated management concept.The obstacle factors such as capital and technology lead to the late start of customer relationship management (CRM), which leads to many customer relationship management problems in CRM, such as weak customer expansion, poor asset structure, low customer loyalty and so on.In this paper, based on the LJ branch, the author starts with the CRM problem of personal customer business in LJ branch, by means of classical economic model, data analysis and other methods, from the cost,Two aspects of demand analysis of customer relationship management problems caused by the reasons.In addition, through enumerating the domestic and foreign banking customer relationship management application examples, in-depth analysis of the operating environment and development opportunities of LJ branch, to help LJ branch to find a set of effective,Personal customer business CRM improvement measures that can enhance its core competitiveness.This set of improvement scheme is also in the capital and technical weakness of regional branches have certain reference significance.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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