中国银行烟台分行客户关系管理研究

发布时间：2018-08-02 11:49

【摘要】：进入21世纪以来,商业银行之间的竞争愈发加剧,特别是随着我国入世保护期的结束,外资银行已经在国内享受国民待遇,加上网络金融的迅速发展,对国内商业银行造成的压力越来越大。因此,对于国内银行来说,迅速找准突破口,改变传统的经营理念和发展模式迫在眉睫。随着经济和科技的飞速发展,人们对金融产品和服务的需求也不仅仅局限于传统的储蓄需要,更加重视资产的保值和增值。如何把握发展机遇,在竞争中挖掘客户、满足客户需求、提升客户忠诚度已经成为我国商业银行目前面临的重要课题。客户关系管理理论的研究在提升商业银行竞争力、维护客户关系等方面发挥了重要的作用。本文以中国银行烟台分行为研究对象,分析现有的客户关系管理模式,同时根据系统实际运行情况分析其利弊,以寻求完善系统的途径,为其他商业银行客户关系管理提供借鉴。第一章是导论部分,主要介绍了文章的研究背景以及现实意义,对客户关系管理和商业银行客户关系管理的国内外研究现状进行论述,概括了文章的研究思路、方法,最后指出了本文创作中的创新点和不足。第二章阐述了客户关系管理的相关理论,包括客户满意度理论和客户价值管理理论。第三章首先对中国银行烟台分行进行情况简介,然后对其客户关系管理的现状及特点进行分析,肯定了其在客户关系管理方面取得的一定成绩。然后在问卷调查的基础上对中国银行烟台分行客户关系管理系统运行后的客户满意度情况进行调研,并分析调研结果。第四章在理论学习的基础上,对中国银行烟台分行客户关系管理存在的问题进行深入分析,并探寻问题存在的原因。第五章针对第四章提出的问题创造性地提出解决建议和方法,并从企业文化,组织、人力资源和制度保障四个方面提出确保客户关系管理实施的政策保障。第六章是结论与展望,在对全文主要结论进行总结的基础上指出研究的不足之处,并提出进一步的研究设想。
[Abstract]:Since entering the 21st century, the competition among commercial banks has become more and more intense, especially with the end of the protection period of China's entry into WTO, foreign banks have already enjoyed national treatment at home and the rapid development of network finance. The pressure on domestic commercial banks is increasing. Therefore, for domestic banks, it is urgent to find a breakthrough quickly and change the traditional management concept and development mode. With the rapid development of economy and science and technology, people's demand for financial products and services is not only limited to the traditional need for savings, but also attaches more importance to the preservation and appreciation of assets. How to grasp the development opportunity, excavate the customer in the competition, satisfy the customer demand, enhance the customer loyalty has already become the important subject that our country commercial bank faces at present. The study of customer relationship management theory plays an important role in enhancing the competitiveness of commercial banks and maintaining customer relations. This paper takes Yantai Branch of Bank of China as the research object, analyzes the existing customer relationship management model, and analyzes its advantages and disadvantages according to the actual operation of the system, in order to find ways to perfect the system. For other commercial banks customer relationship management to provide reference. The first chapter is the introduction part, mainly introduces the research background and practical significance of the article, discusses the domestic and foreign research status of customer relationship management and commercial bank customer relationship management, summarizes the research ideas and methods of the article. Finally, this paper points out the creative points and shortcomings. The second chapter describes the theory of customer relationship management, including customer satisfaction theory and customer value management theory. The third chapter introduces the situation of Yantai branch of Bank of China, then analyzes the current situation and characteristics of customer relationship management, and confirms its achievements in customer relationship management. Then, based on the questionnaire, the customer satisfaction of Yantai Branch of Bank of China is investigated, and the results are analyzed. The fourth chapter, on the basis of theoretical study, deeply analyzes the problems existing in customer relationship management of Bank of China Yantai Branch, and explores the reasons for the problems. The fifth chapter creatively puts forward suggestions and methods to solve the problems raised in chapter 4, and puts forward the policy guarantee to ensure the implementation of customer relationship management from four aspects: corporate culture, organization, human resources and system guarantee. The sixth chapter is the conclusion and prospect, on the basis of summarizing the main conclusions of the paper, points out the deficiencies of the research, and puts forward further research ideas.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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