中国建设银行A支行客户关系管理改进研究

发布时间：2019-07-01 18:04

【摘要】：在过去几年里,中国经济经历了严重的金融危机,银行业也面临了一次严峻的考验。2012年,银行资产规模结构呈现多元化发展趋势,规模平稳扩张。截止2012年末,银行业金融机构总资产达到131万亿元,同比增长18%；总负债达到123万亿元,同比增长17.5%。股份制银行资产规模达到23万亿元,同比增长27.9%。虽然银行业依然是发展速度最快的几个行业之一,但是为了更好地为客户服务,提高自身竞争力,银行业在信息系统、风险控制、业务流程等方面均进行了不同程度的改革。以建设银行为代表的四大国有商业银行已开始转变经营理念,一切从客户利益出发。优质客户成为了商业银行经营发展中最重要的资源。各大商业银行都将客户关系管理作为自己生存与发展的必然选择。客户成为了商业银行经营发展中最重要的资源,各大商业银行都将客户关系管理作为自己生存与发展的必然选择。中国建设银行A支行作为国有商业银行的经营分支机构,面临甘肃同行业及客户多元化金融需求的竞争压力,在客户营销过程中,已越来越感受到,客户的维护与拓展,除了要转变经营观念,提高员工的素质等,更为有效的方式是满足客户对服务与理财的需求,满足客户资金多元化需求的配置与安排,同时有效与银行盈利相结合,实现共赢,以此来提高客户忠诚度,降低客户流失率,实现存量客户增值和新增客户的拓展。本文以中国建设银行A支行为研究对象,以改进建设银行A支行的客户关系管理、构建系统而完善的客户关系管理体系为目的,运用规范研究与比较研究相结合,综合分析与逻辑归纳相结合等方法,对中国建设银A支行客户关系管理的现状进行了分析,发现目前存在客户信息挖掘不充分、优质客户数量不足、客户经理管理的忽视等问题,确定了改进客户关系管理的指导思想、基本原则和实现目标,并在改善和整合原有客户关系管理体系的基础上,提出了改进中国建设银行A支行客户关系管理的具体措施,包括其健全客户经理制度、完善销售管理制度、改进服务管理制度、引入网点绩效公式等措施。通过本文的研究,以期对中国建设银行A支行客户关系管理的实践提供指导,同时可供其它银行参考。
[Abstract]:In the past few years, China's economy has experienced a serious financial crisis, and the banking industry has also faced a severe test. in 2012, the scale structure of banks' assets showed a trend of diversification and steady expansion. By the end of 2012, the total assets of banking financial institutions had reached 131 trillion yuan, up 18 percent from the same period last year, and the total liabilities had reached 123 trillion yuan, an increase of 175 percent over the same period last year. The assets of joint-stock banks reached 23 trillion yuan, an increase of 27.9 percent over the same period last year. Although the banking industry is still one of the fastest-growing industries, in order to better serve customers and improve their competitiveness, the banking industry has carried out varying degrees of reform in information systems, risk control, business processes and so on. The four state-owned commercial banks represented by Construction Bank have begun to change their business philosophy and proceed from the interests of customers. High-quality customers have become the most important resources in the management and development of commercial banks. All the major commercial banks regard customer relationship management as the inevitable choice of their own survival and development. Customers have become the most important resources in the management and development of commercial banks. All the major commercial banks regard customer relationship management as the inevitable choice for their own survival and development. As the operating branch of the state-owned commercial bank, China Construction Bank A is facing the competitive pressure of the same industry in Gansu and the diversified financial needs of its clients. in the process of customer marketing, it has been more and more felt that the maintenance and expansion of customers, in addition to changing the management concept and improving the quality of employees, is more effective to meet the needs of customers for service and financial management. To meet the diversified needs of customer funds allocation and arrangement, at the same time effectively combined with bank profits to achieve win-win, in order to improve customer loyalty, reduce customer wastage rate, to achieve stock customer value added and new customer expansion. Taking Branch A of China Construction Bank as the research object, in order to improve the customer relationship management of Branch A of China Construction Bank and construct a systematic and perfect customer relationship management system, this paper analyzes the present situation of customer relationship management of China Construction Bank A Branch by means of the combination of normative research and comparative research, comprehensive analysis and logical induction, and finds that there is insufficient customer information mining at present. This paper determines the guiding ideology, basic principles and realization objectives of improving customer relationship management, and on the basis of improving and integrating the original customer relationship management system, puts forward some concrete measures to improve the customer relationship management of Branch A of China Construction Bank, including perfecting the customer manager system, perfecting the sales management system and improving the service management system. Introduce dot performance formula and other measures. Through the research of this paper, in order to provide guidance for the practice of customer relationship management in Branch A of China Construction Bank, and at the same time, it can be used as a reference for other banks.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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