南昌银行客户关系管理的问题与对策
发布时间：2019-06-29 20:15
【摘要】：随着金融业竞争的日益加剧，我国银行业的经营策略从追求“规模效益”向挖掘“客户效益”转变，怎样通过客户关系管理满足客户个性化的需求成为银行业竞争的核心。城市商业银行处于银行业竞争的弱势地位，南昌银行作为城市商业银行的一个代表，做好客户关系管理，提高客户的满意度与忠诚度迫在眉睫。 本论文由三个部分构成，第一部分是有关客户关系管理的理论研究，从客户关系管理的概念及其核心思想入手，，引出CRM的战略以及市场现状和发展预测；第二部分经过调查分析发现南昌银行在实施CRM客户关系管理时存在几个主要问题，客户细分不完善，服务理念表面化，人力资源管理机制不健全等；第三部分针对南昌银行CRM的现实问题，提出了精细化细分客户及对VIP客户做好维护工作、完善商业银行自身建设，改革经营管理、人力资源建设、增加产品种类和实施差异化营销满足个性化需求、实施网点转型等一系列成功实施CRM的措施。 本论文在研究和参考相关重要文献资料前提下，通过经典文献分析研究、现存资料分析研究、问卷调查和电话调查相结合，统计抽样以及定量和定性多重分析的方法，为南昌银行客户关系管理提出了针对性、建设性的完善措施，也为同行业在客户关系管理方面提供参考。
[Abstract]:With the increasing competition in the financial industry, the management strategy of China's banking industry has changed from the pursuit of "economies of scale" to the excavation of "customer benefits". How to meet the personalized needs of customers through customer relationship management has become the core of banking competition. The city commercial bank is in the weak position of the banking competition. Nanchang Bank, as a representative of the city commercial bank, does a good job of customer relationship management and improves customer satisfaction and loyalty. This paper consists of three parts. The first part is the theoretical research on customer relationship management, which starts with the concept of customer relationship management and its core ideas, and leads to the strategy, market situation and development forecast of CRM. The second part finds that Nanchang Bank has several main problems in the implementation of CRM customer relationship management, such as imperfect customer segmentation, superficial service concept, imperfect human resource management mechanism and so on. In the third part, aiming at the practical problems of Nanchang Bank CRM, this paper puts forward a series of measures to successfully implement CRM, such as fine subdivision of customers and maintenance of VIP customers, perfection of commercial banks' own construction, reform of management, construction of human resources, increase of product types, implementation of differentiated marketing to meet personalized needs, implementation of network transformation, and so on. On the premise of studying and referring to the relevant important literature, through the classical literature analysis and research, the existing data analysis and research, the combination of questionnaire survey and telephone survey, statistical sampling and quantitative and qualitative multiple analysis methods, this paper puts forward targeted and constructive improvement measures for Nanchang Bank customer relationship management, and also provides a reference for the same industry in customer relationship management.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33
本文编号：2508080
[Abstract]:With the increasing competition in the financial industry, the management strategy of China's banking industry has changed from the pursuit of "economies of scale" to the excavation of "customer benefits". How to meet the personalized needs of customers through customer relationship management has become the core of banking competition. The city commercial bank is in the weak position of the banking competition. Nanchang Bank, as a representative of the city commercial bank, does a good job of customer relationship management and improves customer satisfaction and loyalty. This paper consists of three parts. The first part is the theoretical research on customer relationship management, which starts with the concept of customer relationship management and its core ideas, and leads to the strategy, market situation and development forecast of CRM. The second part finds that Nanchang Bank has several main problems in the implementation of CRM customer relationship management, such as imperfect customer segmentation, superficial service concept, imperfect human resource management mechanism and so on. In the third part, aiming at the practical problems of Nanchang Bank CRM, this paper puts forward a series of measures to successfully implement CRM, such as fine subdivision of customers and maintenance of VIP customers, perfection of commercial banks' own construction, reform of management, construction of human resources, increase of product types, implementation of differentiated marketing to meet personalized needs, implementation of network transformation, and so on. On the premise of studying and referring to the relevant important literature, through the classical literature analysis and research, the existing data analysis and research, the combination of questionnaire survey and telephone survey, statistical sampling and quantitative and qualitative multiple analysis methods, this paper puts forward targeted and constructive improvement measures for Nanchang Bank customer relationship management, and also provides a reference for the same industry in customer relationship management.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33
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