建设银行A分行客户关系管理研究

发布时间：2019-02-28 17:53

【摘要】：客户关系管理旨在通过改造企业业务流程,实行企业经营管理由产品型、同质化向客户型、个性化转变,使之真正做到以客户为中心,有效地将客户价值转化为企业的核心竞争能力与营销能力、获利能力,以期在充分合理满足客户有效需求的基础上,实现企业经营效益最大化。对于商业银行来讲,客户关系管理是通过富有意义的交流沟通和卓有成效的金融产品与服务,理解并影响客户行为,最终达到客户获得、客户保留、客户忠诚和客户创利的目的,有效培育和拓展高价值客户群体,提高银行的经营效益。客户关系管理有利于银行保持长久竞争力并带来新的发展潜力。建设银行A分行要想在激烈的竞争中脱颖而出,处于区域内行业领先地位,持续改进客户关系管理水平、优化银行客户关系、提高客户满意度和忠诚度,使其能够持续快速发展具有重要意义。本文以客户关系管理理论为基础,试图遵循发现问题、分析问题、解决问题的逻辑框架,运用理论与实际相结合的方法,对建行A分行的客户关系管理现状进行系统分析,在此基础上,制定吻合该分行实际的客户关系管理优化策略框架。本文首先通过对客户关系管理相关理论进行阐述,通过对CRM理论的研究、分析,参照国内外相关研究的成果,结合A分行的实际情况,对其实施客户关系管理的现状及存在的问题进行了归纳,致力于探讨建设银行A分行实施CRM应采取的策略,通过提高认知度、构建数据仓库、差别化管理、互动管理等,达到建立信息平台、改革传统营销机制、推动组织机构变革、实施业务流程再造等,从而实现建设银行A分行应对国际银行业竞争、保持核心竞争力和培养银行忠诚客户的目的。最后,本文提出树立经营理念、构建营销服务平台、整合数据平台、研发金融产品和完善客户经理制等工作措施,保障客户关系管理的实施。本文研究表明：建设银行A分行要想通过有效的客户关系管理来提高客户满意度,扩大市场占有率,维护与发展长期的客户关系,必须针对于现有的问题,对各方面进行分析之后,才能有的放矢地采取有效的客户关系管理措施。
[Abstract]:Customer relationship management aims at transforming enterprise business process, implementing enterprise management from product type, homogenization to customer type and individuation, so as to make it truly customer-centered. It can effectively transform the customer value into the core competitive ability, marketing ability and profit-making ability of the enterprise, so as to maximize the operating efficiency of the enterprise on the basis of fully and reasonably satisfying the effective demand of the customer. For commercial banks, customer relationship management is through meaningful communication and effective financial products and services, understand and influence customer behavior, ultimately achieve customer access, customer retention, The purpose of customer loyalty and profit-making is to cultivate and expand the high-value customer group and improve the operating efficiency of the bank. Customer relationship management helps banks to maintain long-term competitiveness and bring new development potential. China Construction Bank A Branch wants to stand out in the fierce competition, be in a leading position in the industry in the region, continuously improve the level of customer relationship management, optimize the bank's customer relationship, and improve customer satisfaction and loyalty. So that it can be sustained and rapid development is of great significance. Based on the theory of customer relationship management, this paper tries to follow the logical framework of finding problems, analyzing problems and solving problems, and makes a systematic analysis of the current situation of customer relationship management in CCB A Branch by means of combining theory with practice. On this basis, the establishment of the branch in line with the actual customer relationship management optimization strategy framework. Firstly, this paper expounds the related theory of customer relationship management, through the research and analysis of CRM theory, referring to the domestic and foreign related research results, combined with the actual situation of branch A, This paper summarizes the current situation and existing problems of implementing CRM, and probes into the strategies that should be adopted to implement CRM in the A branch of CCB by improving recognition, constructing data warehouse, differential management, interactive management, and so on. To establish the information platform, reform the traditional marketing mechanism, promote the reform of the organization, implement the business process reengineering and so on, so as to realize the A branch of the Construction Bank to cope with the competition of the international banking industry. Maintain core competence and cultivate the purpose of bank loyalty customers. Finally, this paper puts forward some measures, such as setting up business idea, constructing marketing service platform, integrating data platform, developing financial products and perfecting customer manager system, so as to ensure the implementation of customer relationship management. The research shows that in order to improve customer satisfaction, expand market share and maintain and develop long-term customer relationship through effective customer relationship management, China Construction Bank A Branch must focus on the existing problems. After the analysis of all aspects, we can take effective customer relationship management measures in a targeted way.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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