华夏银行南昌分行客户关系管理研究
发布时间：2018-10-19 17:36
【摘要】：经济全球化的快速发展衍生了金融的全球化,而金融全球化使得国内金融市场的竞争格局不论是从速度还是从力度上来说,都发生着巨大的变化。在上述的巨变下,国内商业银行拥有的传统资源和竞争优势,例如人力资源、资本要素以及信息等,这些要素和资源都可以在较短时间内为竞争对手所复制,这也就使得一家商业银行试图利用传统资源优势来占据竞争有利态势将变得愈发艰难。但是对对大多数商业银行来说,有效且完整的客户信息和良好客户关系管理是很难被复制的,这也就使得银行之间的激烈竞争和抢夺的资源要素转向到客户,只有取得大量且优质的客户资源才能确保银行在竞争中立于不败之地。因此,银行怎样真正做到将客户需求作为主导,为客户提供个性化的、针对性强的以及差异化的服务,如何保持并提升客户的忠诚度和贡献度,实现银行和客户互利共赢已经成为国内银行间普遍关注的问题。本文的主要结论:(1)良好的客户关系管理能够为银行在竞争白热化的买方市场获得竞争优势提供了有力的保障。(2)银行客户关系管理的建设和发展不是单纯地依赖于某一款软件开发和引进,它是一个综合有序的有机整体,这一整体涵盖了银行客户战略、客户经营策略、客户开发及维护、银行人员及机构、IT技术等方面,它是上述各方面互相配合的有序过程。(3)将华夏银行南昌分行作为研究对象进行深入分析,本文通过对其职能体系和组织结构进行研读和分析发现,华夏银行南昌分行的客户关系管理存在诸多的缺陷,例如:华夏银行南昌分行经营理念及目标定位不明确,使用客户信息资源效率非常低下,面对客户流失这样较严峻的问题分析不足,客户经理管理不完善等。(4)针对华夏银行南昌分行的实际情况和存在问题,本文提出华夏银行南昌分行需加强对客户关系管理经营理念的认知,对客户关系管理进行系统性的优化,基于银行现有信息资源以及数据来构建大数据精准应用,不断对客户信息的变化进行更新并多角度对其进行细分优化,不断强化客户忠诚度的管理以及采取有效措施来应对客户流失带来的问题,不断健全分行的人才培训机制。与此同时,还需要对组织架构、队伍建设、考核机制等诸多方面进行完善和变革。综上所述,本文的研究将有助于华夏银行南昌分行的客户关系管理效果的改善,为华夏银行南昌分行客户管理工作提供理论指导意义,同时,也为国内其他商业银行的客户关系管理提供相关的理论和实务借鉴。
[Abstract]:The rapid development of economic globalization gives rise to the globalization of finance, and financial globalization makes the competition pattern of domestic financial market change greatly in terms of speed and strength. Under the changes mentioned above, domestic commercial banks have traditional resources and competitive advantages, such as human resources, capital elements and information, which can be copied by competitors in a short time. This makes it more difficult for a commercial bank to try to take advantage of its traditional resource advantages to take advantage of competition. However, for most commercial banks, effective and complete customer information and good customer relationship management are difficult to replicate, which makes the fierce competition between banks and the resource elements of the snatch turn to the customers. Only a large number of high-quality customer resources can ensure that banks in the competition in an invincible position. Therefore, how can banks really take customer demand as the leading factor, provide personalized, targeted and differentiated services to customers, and how to maintain and enhance customer loyalty and contribution? The realization of mutual benefit between banks and customers has become a common concern among domestic banks. The main conclusions of this paper are as follows: (1) good customer relationship management (CRM) can provide a strong guarantee for banks to gain competitive advantage in the intensely competitive buyer's market. (2) the construction and development of CRM in banks is not simply dependent on The development and introduction of a certain piece of software, It is a comprehensive and orderly organic whole, which covers bank customer strategy, customer management strategy, customer development and maintenance, bank personnel and institutions, IT technology, etc. It is an orderly process of cooperation between the above aspects. (3) taking Nanchang Branch of Huaxia Bank as the object of study, this paper studies and finds out its function system and organizational structure. There are many defects in customer relationship management of Nanchang Branch of Huaxia Bank. For example, the management concept and target of Nanchang Branch of Huaxia Bank are not clear, and the efficiency of using customer information resources is very low. Facing the serious problem of customer churn, the analysis is insufficient, the management of account manager is not perfect and so on. (4) aiming at the actual situation and existing problems of Nanchang Branch of Huaxia Bank, This paper puts forward that Nanchang Branch of Huaxia Bank should strengthen the cognition of the management concept of customer relationship management, systematically optimize the customer relationship management, and construct the accurate application of big data based on the existing information resources and data of the bank. We constantly update and optimize customer information from different angles, strengthen the management of customer loyalty, take effective measures to deal with the problems caused by customer churn, and improve the talent training mechanism of branches. At the same time, the organizational structure, team building, assessment mechanism and many other aspects need to be improved and reformed. To sum up, the research in this paper will be helpful to improve the effect of customer relationship management in Nanchang Branch of Huaxia Bank, and provide theoretical guidance for the customer management work of Nanchang Branch of Huaxia Bank, at the same time, Also for other domestic commercial banks customer relationship management to provide relevant theory and practice reference.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33
本文编号：2281854
[Abstract]:The rapid development of economic globalization gives rise to the globalization of finance, and financial globalization makes the competition pattern of domestic financial market change greatly in terms of speed and strength. Under the changes mentioned above, domestic commercial banks have traditional resources and competitive advantages, such as human resources, capital elements and information, which can be copied by competitors in a short time. This makes it more difficult for a commercial bank to try to take advantage of its traditional resource advantages to take advantage of competition. However, for most commercial banks, effective and complete customer information and good customer relationship management are difficult to replicate, which makes the fierce competition between banks and the resource elements of the snatch turn to the customers. Only a large number of high-quality customer resources can ensure that banks in the competition in an invincible position. Therefore, how can banks really take customer demand as the leading factor, provide personalized, targeted and differentiated services to customers, and how to maintain and enhance customer loyalty and contribution? The realization of mutual benefit between banks and customers has become a common concern among domestic banks. The main conclusions of this paper are as follows: (1) good customer relationship management (CRM) can provide a strong guarantee for banks to gain competitive advantage in the intensely competitive buyer's market. (2) the construction and development of CRM in banks is not simply dependent on The development and introduction of a certain piece of software, It is a comprehensive and orderly organic whole, which covers bank customer strategy, customer management strategy, customer development and maintenance, bank personnel and institutions, IT technology, etc. It is an orderly process of cooperation between the above aspects. (3) taking Nanchang Branch of Huaxia Bank as the object of study, this paper studies and finds out its function system and organizational structure. There are many defects in customer relationship management of Nanchang Branch of Huaxia Bank. For example, the management concept and target of Nanchang Branch of Huaxia Bank are not clear, and the efficiency of using customer information resources is very low. Facing the serious problem of customer churn, the analysis is insufficient, the management of account manager is not perfect and so on. (4) aiming at the actual situation and existing problems of Nanchang Branch of Huaxia Bank, This paper puts forward that Nanchang Branch of Huaxia Bank should strengthen the cognition of the management concept of customer relationship management, systematically optimize the customer relationship management, and construct the accurate application of big data based on the existing information resources and data of the bank. We constantly update and optimize customer information from different angles, strengthen the management of customer loyalty, take effective measures to deal with the problems caused by customer churn, and improve the talent training mechanism of branches. At the same time, the organizational structure, team building, assessment mechanism and many other aspects need to be improved and reformed. To sum up, the research in this paper will be helpful to improve the effect of customer relationship management in Nanchang Branch of Huaxia Bank, and provide theoretical guidance for the customer management work of Nanchang Branch of Huaxia Bank, at the same time, Also for other domestic commercial banks customer relationship management to provide relevant theory and practice reference.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33
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