Z银行S分行客户关系管理策略研究

发布时间：2018-10-30 21:06

【摘要】：近年来,因为世界经济体系的飞速进步,以及家庭资金的持续的飞速增加,传统的利润高的商业银行开始进入由顾客进行挑选的阶段。许多的商业银行开始大量的改革创新、不断的维护老客户,并不断的扩大新客户群,通过优化管理,才能在越来越激烈的市场竞争中占据有利地位。从二十世纪开始一直到现在,各家商业银行开始普遍实行客户关系管理,因为商业银行有实力运行客户关系管理,具备相关的客观条件以及实现的基本要素。最近几年,中国的各家商业银行不断的强化重视个人顾客的理念,普遍提倡“以顾客为中心”的概念,促进与顾客的关系不断稳定发展,不断的将客户的管理体系进行改进,以创造价值。本文先是讨论了客户关系的管理理念,然后简单的阐述了其主要的定义、意义和它如何应用于银行行业。然后通过调查问卷深入剖析了目前Z银行S分行在个人客户管理机制和服务举措方面的不足之处,并找到主要问题:CRM系统应用度低、个人客户关系增长缓慢、优质客户数量不足、网点分布不合理。并对上述问题做了深入的原因分析。接着本文提出了Z银行S分行个人客户关系的服务方案,依据Z银行S分行客户关系管理的问题,依次提出了信息化、客户、产品、网点方案,具体是加强CRM基础信息化建设、做好客户分层维护、优化金融产品开发流程、清晰网点定位,丰富服务渠道等方案,并提出了深化的建议。最后提出Z银行S分行客户关系管理方案保障措施,主要从深挖客户需求、完善产品与服务的设计,多策并举、促进客户关系成长等方面进行了阐述。
[Abstract]:In recent years, due to the rapid progress of the world economic system and the continuous rapid increase of household funds, the traditional high-profit commercial banks have begun to enter the stage of customer selection. Many commercial banks begin to reform a large number of innovation, constantly maintain the old customers, and constantly expand the new customer base, through the optimization of management, in order to occupy a more and more fierce market competition. From the beginning of the twentieth century to now, the commercial banks have generally implemented customer relationship management, because the commercial banks have the strength to run customer relationship management, have the relevant objective conditions and the basic elements to achieve. In recent years, various commercial banks in China have constantly strengthened the concept of attaching importance to individual customers, generally advocating the concept of "customer-centered", promoting the steady development of relations with customers, and constantly improving the customer management system. To create value. This paper first discusses the concept of customer relationship management, then briefly describes its main definition, significance and how it is applied to the banking industry. Then through the questionnaire in-depth analysis of the current Z Bank S branch in the personal customer management mechanism and service measures deficiencies, and found the main problems: low application of CRM system, personal customer relationship growth slow, High-quality customer quantity is insufficient, dot distribution is unreasonable. And to the above question has made the thorough reason analysis. Then this paper puts forward the service scheme of personal customer relationship of Z Bank S Branch. According to the problem of customer relationship management of Z Bank S Branch, this paper puts forward the plan of informatization, customer, product and network in turn, which is to strengthen the basic information construction of CRM. This paper makes a good customer stratification maintenance, optimizes the financial product development process, clear the network location, enriches the service channel and so on, and puts forward the deepening suggestion. Finally, this paper puts forward the protection measures of customer relationship management scheme of Z Bank S Branch, mainly from the aspects of digging customer demand, perfecting the design of products and services, promoting the growth of customer relationship and so on.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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