A银行上海分行信用卡分期客户关系管理研究

发布时间：2018-05-01 13:06

本文选题：商业银行 + 信用卡　；参考：《武汉纺织大学》2017年硕士论文

【摘要】：面对目前复杂多变的金融市场,面对利率市场化改革和互联网金融的双重影响下,我国金融市场的竞争激烈程度不断提升,商业银行传统的盈利模式,即存贷利差已越来越不能维系。如何保持持续竞争优势,抢占未来零售市场竞争的制高点,则必须要在经营方式进行转型升级。2016年4月,人民银行、银监会联合印发《关于加大对新消费领域金融支持的指导意见》(银发[2016]92号)。该文件的发布表明消费金融将获得长周期向上利好。“扩内需,提消费”将成为新经济的重要引擎。作为消费信贷的一种表现形式,信用卡分期业务已经成为零售业务的核心业务之一,其具有拉动社会消费额增长,促进经济的健康可持续发展起到重要作用;同时,对于商业银行而言,有利于拓展和调整客户结构,稳定和提升个人存款,贡献高中间业务收入,优化盈利结构。因此研究信用卡分期客户,不断提升和创新市场营销策略和客户管理方式,提高与客户在营销和服务上的交互度,扩大分期市场份额,是各家银行发展信用卡分期业务必须重视的课题。自2008年A银行上海分行将信用卡业务作为战略目标后,在信用卡分期业务市场营销领域进行了一系列探索,取得了不俗成绩,但也面临诸多问题挑战,如员工营销观念薄弱,产品同质化严重,客户忠诚度较低等问题。因此在当前市场竞争日趋白热化、经济增速放缓的背景下,建立一套先进的适合A银行上海分行信用卡分期客户自身特色的客户关系管理模式,提高客户管理水平和效率,以促进其更好、更快前行,驶上健康发展的快车道是摆在上海分行信用卡从业人员面前的一个严峻课题。本文一共分为五个部分:第一部分介绍A银行上海分行信用卡分期产品构成和研究客户的分类和需求以及客户关系特征;第二部分研究A银行上海分行信用卡分期的现状与问题分析;第三部是发达国家以及行业领先银行的客户关系管理的优秀经验;第四部分是完善A银行上海分行客户关系管理的对策建议;第五部分是就研究中存在的不足之处进行了说明。本文的创新之处主要为A银行上海分行信用卡分期业务在客户定位和细分的基础上制定不同产品和服务策略并加强客户关系维护与管理,从而提升客户忠诚度,并持续带来中间业务收入。
[Abstract]:In the face of the current complex and changeable financial market, facing the interest rate marketization reform and the dual influence of Internet finance, the degree of competition in our financial market is increasing continuously, the traditional profit model of commercial banks, That is, deposit and loan spreads have become increasingly unsustainable. In April 2016, the people's Bank of China, the people's Bank of China, said, "how to maintain a sustainable competitive advantage and seize the commanding point of competition in the future retail market must be transformed and upgraded in the mode of operation." The CBRC jointly issued the guidance on increasing Financial support to the New Consumer sector (Silver hair [2016] 92). The release of the document shows that consumer finance will have a long-term upward positive. "expanding domestic demand, raising consumption" will become an important engine of the new economy. As a form of consumer credit, credit card staging business has become one of the core business of retail business, which plays an important role in stimulating the growth of social consumption and promoting the healthy and sustainable development of economy. For commercial banks, it is beneficial to expand and adjust customer structure, stabilize and enhance personal deposits, contribute high intermediate business income and optimize profit structure. Therefore, the study of credit card staging customers, constantly improve and innovate marketing strategies and customer management, improve the interaction with customers in marketing and service, expand the market share of installment, Is each bank develops the credit card installment business must pay attention to the topic. Since 2008, A Bank Shanghai Branch has taken credit card business as its strategic goal, and has made a series of explorations in the marketing field of credit card phased business, but it also faces many problems and challenges, such as the weak concept of employee marketing. Product homogenization is serious, customer loyalty is low and other problems. Therefore, under the background of the increasingly fierce market competition and the slowing economic growth rate, an advanced customer relationship management model suitable for the credit card phased customers of Bank A Shanghai Branch is established to improve the level and efficiency of customer management. In order to promote its better, faster forward, driving on the fast track of healthy development is put in front of credit card practitioners in Shanghai Branch a serious problem. This paper is divided into five parts: the first part introduces the composition of credit card staging products of Bank A Shanghai Branch and studies the classification and demand of customers as well as customer relationship characteristics; The second part studies the current situation and problem analysis of credit card staging of Bank A Shanghai Branch, the third part is the excellent experience of customer relationship management of developed countries and industry leading banks. The fourth part is the countermeasures and suggestions to perfect the customer relationship management of Bank A Shanghai Branch, and the fifth part is to explain the shortcomings of the study. The innovation of this paper is that the credit card staging business of Bank A Shanghai Branch formulates different product and service strategies and strengthens customer relationship maintenance and management on the basis of customer positioning and subdivision, so as to enhance customer loyalty. And continue to bring intermediate business revenue.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.3;F274

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