营口建行客户关系管理研究
发布时间：2019-04-03 10:21
【摘要】：建设银行是一家有着40年国有经营历史的银行。自1994年转为国有商业银行之后,营口建行在本地区排名一直名列前茅。然而自从2009年营口地区突然有许多其他金融机构进驻以后,营口建行的排名开始渐渐下滑,处于了极端被动的地位。国家五点一线的政策造成了营口地区现今机遇与危机并存的局面,营口建行如何通过整合有效的客户关系从同行业的竞争中脱颖而出已经成为了迫在眉睫的问题。本文的目的是通过对营口建行目前客户关系管理现状的剖析,来寻找提高客户满意度,获取新顾客,保持老顾客的方法。 首先,本文介绍了研究背景和与一些与客户关系管理有关的理论。接着对营口建行的实际情况作了介绍并深入分析了目前存在各种问题的原因。本文通过大量的数据统计和问卷调查等方式找到了解决现存问题的方法,即：通过改善服务质量来提高客户满意度；完善客户经理激励机制并优化客户关系管理系统；开发不同产品以满足客户的差异化需求：改善审批体制提高客户忠诚度。上述几点策略的有效实施将有助于提升营口建行的客户关系管理水平,促进客户关系管理更广泛,更长久,更深入的发展。
[Abstract]:China Construction Bank (CCB) is a 40-year-old state-owned bank. Yingkou Construction Bank has been among the best in the region since it became a state-owned commercial bank in 1994. However, since the sudden arrival of many other financial institutions in the Yingkou area in 2009, Yingkou CCB's ranking has begun to decline and is in an extremely passive position. The national five-point and one-line policy has caused the present situation of opportunity and crisis in Yingkou area. How Yingkou Construction Bank stands out from the competition of the same industry through the integration of effective customer relations has become an urgent problem. The purpose of this paper is to find ways to improve customer satisfaction, obtain new customers and keep old customers by analyzing the current situation of customer relationship management in Yingkou Construction Bank. Firstly, this paper introduces the research background and some theories related to customer relationship management. Then the actual situation of Yingkou Construction Bank is introduced and the causes of all kinds of problems are analyzed. This article through a large number of data statistics and questionnaires to find ways to solve the existing problems, namely: improve the quality of service to improve customer satisfaction; perfect customer manager incentive mechanism and optimize customer relationship management system; Develop different products to meet customers' differentiated needs: improve approval system and improve customer loyalty. The effective implementation of these strategies will help to improve the level of customer relationship management of Yingkou Construction Bank and promote the development of more extensive, long-term and in-depth customer relationship management.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33
本文编号：2453130
[Abstract]:China Construction Bank (CCB) is a 40-year-old state-owned bank. Yingkou Construction Bank has been among the best in the region since it became a state-owned commercial bank in 1994. However, since the sudden arrival of many other financial institutions in the Yingkou area in 2009, Yingkou CCB's ranking has begun to decline and is in an extremely passive position. The national five-point and one-line policy has caused the present situation of opportunity and crisis in Yingkou area. How Yingkou Construction Bank stands out from the competition of the same industry through the integration of effective customer relations has become an urgent problem. The purpose of this paper is to find ways to improve customer satisfaction, obtain new customers and keep old customers by analyzing the current situation of customer relationship management in Yingkou Construction Bank. Firstly, this paper introduces the research background and some theories related to customer relationship management. Then the actual situation of Yingkou Construction Bank is introduced and the causes of all kinds of problems are analyzed. This article through a large number of data statistics and questionnaires to find ways to solve the existing problems, namely: improve the quality of service to improve customer satisfaction; perfect customer manager incentive mechanism and optimize customer relationship management system; Develop different products to meet customers' differentiated needs: improve approval system and improve customer loyalty. The effective implementation of these strategies will help to improve the level of customer relationship management of Yingkou Construction Bank and promote the development of more extensive, long-term and in-depth customer relationship management.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33
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，本文编号：2453130
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