中国建行Z市分行个人客户关系管理优化研究
发布时间：2018-11-11 10:09
【摘要】：随着利率市场化进程的不断推进,互联网金融及移动支付的兴起,传统的银行业务已经无法满足客户日益增长的理财需求,互联网巨头、通讯公司、第三方支付平台、非银行金融机构纷纷进军金融行业,银行业面临竞争愈发激烈。对商业银行而言,如何改变传统的经营理念和模式迫在眉睫。客户是商业银行的发展基础,是商业银行利润的来源。目前,国内各商业银行相应提出了“以客户为中心”的经营理念,商业银行的竞争最终落地到对客户的竞争。商业银行现今的迫切管理需要引入现代管理学的方法和手段,客户关系管理就是一种切实可行的现代化管理手段及经营理念。客户关系管理作为现代商业银行挖掘、维护客户的一种新型经营理念和管理手段,能够有效指导商业银行树立以客户为中心的发展思路,根据客户需求设计个性化的金融产品,进而提高客户黏性和忠诚度,实现客户与银行的双赢,并为商业银行长期发展奠定坚实的基础。个人银行业务是商业银行十分重要的一个经营板块,长期以来,个人银行业务具有收益稳定、资金成本较低、客户资源广泛等优势特点,成为各家商业银行竞争的重点领域。但正是由于个人银行业务具有单位体量小、客户数量众多等特点,加大了此项业务的管理难度。加之长期以来我国商业银行重公轻私的现象比较严重,个人客户关系管理的应用不够深入。经过几次金融危机的洗礼,银行业逐渐认识到,个人客户的拓展与维护是个人业务发展的关键,而个人客户关系管理是提升个人业务发展的有效途径。本文以建设银行Z市分行客户关系管理的具体实践为案例,通过文献搜集对比了国内外客户关系管理理论研究及实践方法的差异。本文以问卷调查的形式初步了解了建设银行Z市分行的客户行为、客户结构及市场认知度,通过实地走访、业绩对比等方法,深入探讨了建设银行Z市分行客户关系管理的优点和不足,使用SWOT分析法比较全面的分析了建设银行Z市分行的个人客户关系管理的战略,并结合建设银行Z市分行的实际情况,提出了建设银行Z市分行个人客户关系管理的优化方案和保障措施。
[Abstract]:With the development of interest rate marketization and the rise of Internet finance and mobile payment, the traditional banking business has been unable to meet the growing financial needs of customers, Internet giants, communications companies, third-party payment platforms, Non-bank financial institutions have entered the financial industry, the banking industry is facing more and more fierce competition. For commercial banks, how to change the traditional business philosophy and mode is urgent. The customer is the commercial bank's development foundation, is the commercial bank profit source. At present, the domestic commercial banks have put forward the "customer-centered" management concept accordingly, and the competition of commercial banks finally falls to the competition to the customers. Nowadays, the urgent management of commercial banks needs to introduce the methods and means of modern management, and customer relationship management is a feasible modern management means and management concept. Customer relationship management (CRM), as a new management concept and management means for modern commercial banks to excavate and maintain customers, can effectively guide commercial banks to set up customer-centered development ideas and design individualized financial products according to customer needs. Then improve the customer viscosity and loyalty, realize the win-win situation between customers and banks, and lay a solid foundation for the long-term development of commercial banks. Personal banking business is a very important business sector of commercial banks. For a long time, individual banking business has the advantages of stable income, low cost of capital, extensive customer resources and so on. It has become a key area of competition among commercial banks. But it is because the personal banking business has the characteristics of small unit volume and numerous customers, which makes it more difficult to manage this business. In addition, for a long time, commercial banks in our country pay more attention to the public and the private, and the application of personal customer relationship management is not deep enough. After the baptism of several financial crises, the banking industry gradually realized that the expansion and maintenance of individual customers is the key to the development of personal business, and personal customer relationship management is an effective way to promote the development of personal business. This paper takes the practice of customer relationship management in Z branch of China Construction Bank as an example, and compares the differences of theoretical research and practical methods of customer relationship management at home and abroad through literature collection. In the form of a questionnaire survey, this paper preliminarily understands the customer behavior, customer structure and market recognition of CCB Z branch, through field visits, performance comparison and so on. This paper probes into the advantages and disadvantages of customer relationship management in Z branch of China Construction Bank, and analyzes the strategy of personal customer relationship management of Z branch of China Construction Bank by using SWOT analysis method. Combined with the actual situation of Z City Branch of China Construction Bank, the optimization scheme and safeguard measures of personal customer relationship management in Z City Branch of China Construction Bank are put forward.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33
本文编号：2324525
[Abstract]:With the development of interest rate marketization and the rise of Internet finance and mobile payment, the traditional banking business has been unable to meet the growing financial needs of customers, Internet giants, communications companies, third-party payment platforms, Non-bank financial institutions have entered the financial industry, the banking industry is facing more and more fierce competition. For commercial banks, how to change the traditional business philosophy and mode is urgent. The customer is the commercial bank's development foundation, is the commercial bank profit source. At present, the domestic commercial banks have put forward the "customer-centered" management concept accordingly, and the competition of commercial banks finally falls to the competition to the customers. Nowadays, the urgent management of commercial banks needs to introduce the methods and means of modern management, and customer relationship management is a feasible modern management means and management concept. Customer relationship management (CRM), as a new management concept and management means for modern commercial banks to excavate and maintain customers, can effectively guide commercial banks to set up customer-centered development ideas and design individualized financial products according to customer needs. Then improve the customer viscosity and loyalty, realize the win-win situation between customers and banks, and lay a solid foundation for the long-term development of commercial banks. Personal banking business is a very important business sector of commercial banks. For a long time, individual banking business has the advantages of stable income, low cost of capital, extensive customer resources and so on. It has become a key area of competition among commercial banks. But it is because the personal banking business has the characteristics of small unit volume and numerous customers, which makes it more difficult to manage this business. In addition, for a long time, commercial banks in our country pay more attention to the public and the private, and the application of personal customer relationship management is not deep enough. After the baptism of several financial crises, the banking industry gradually realized that the expansion and maintenance of individual customers is the key to the development of personal business, and personal customer relationship management is an effective way to promote the development of personal business. This paper takes the practice of customer relationship management in Z branch of China Construction Bank as an example, and compares the differences of theoretical research and practical methods of customer relationship management at home and abroad through literature collection. In the form of a questionnaire survey, this paper preliminarily understands the customer behavior, customer structure and market recognition of CCB Z branch, through field visits, performance comparison and so on. This paper probes into the advantages and disadvantages of customer relationship management in Z branch of China Construction Bank, and analyzes the strategy of personal customer relationship management of Z branch of China Construction Bank by using SWOT analysis method. Combined with the actual situation of Z City Branch of China Construction Bank, the optimization scheme and safeguard measures of personal customer relationship management in Z City Branch of China Construction Bank are put forward.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33
【参考文献】
相关期刊论文 前2条
1 瞿艳平;;国内外客户关系管理理论研究述评与展望[J];财经论丛;2011年03期
2 周鑫华;;关系营销理论模型综述[J];商业研究;2010年10期
，本文编号：2324525
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