中国银行JB支行中高端客户关系管理改进研究

发布时间：2018-03-28 19:30

本文选题：中国银行JB支行　切入点：中高端客户　出处：《西安科技大学》2017年硕士论文

【摘要】：随着金融体制不断改革,互联网金融的快速发展,银行业间的竞争越来越激烈。根据著名的“帕累托”原则,20%的中高端客户给银行贡献了80%的经营利润,个人中高端客户正成为各商业银行争夺的重要客户资源。银行客户关系管理作为一种先进的经营管理理念,愈来愈受到各商业银行的重视并逐渐被广泛运用。中国银行JB支行的发展需要面对当地复杂的经济环境和同业的激烈竞争,中高端客户关系管理不仅是其经营管理的重要内容,而且是提高其市场竞争力的关键手段之一。但中行JB支行的中高端客户关系管理比较滞后,面临着许多问题与障碍,因此,开展JB支行的中高端客户关系管理研究具有重要的实际意义。本文在分析国内外研究现状和客户关系管理相关理论的基础上,界定了中国银行JB支行的中高端客户及其客户关系管理内容,调查分析了该行的中高端客户结构以及该行所面临的县域经济环境与竞争环境,系统研究该行中高端客户关系管理现状及存在问题,并运用问卷调查该行中高端客户对其产品与服务管理的满意度情况,找出中高端客户关系管理方面存在的主要问题:客户信息收集不全面,且缺乏个人客户信息综合评价;缺乏客户服务细分,对中高端客户的目标市场不明确;客户服务管理方面,客户服务仅限于基本内容,服务方式创新性、个性化不强,客户维护服务能力不足,服务形式单一,服务流程不规范;中高端客户关系管理意识较弱,组织设置不到位。。在此基础上,提出具有实际操作性的中高端客户关系管理措施:完善个人中高端客户信息,加强OCRM系统的培训使用;建立客户需求档案,强化功能营销,确定JB支行中高端客户拓展的目标客户群,包括三方客户群、跨境客户群、农村客户群、老年客户群;加强产品创新组合营销,建立差别化的中高端客户维护策略;重视中高端客户日常管理,理顺管理服务流程,创新服务形式,改善服务细节,提供优质的增值服务;加强中高端客户关系管理的人才队伍建设。
[Abstract]:With the constant reform of the financial system and the rapid development of Internet finance, the competition between the banks is becoming more and more intense. According to the famous "Pareto" principle, 20% of the middle and high-end customers contribute 80% of the operating profits to the banks. Personal high-end customers are becoming an important customer resource for commercial banks. Bank customer relationship management as an advanced management concept, The development of JB branch of Bank of China needs to face the local complex economic environment and fierce competition of the same industry. The middle and high-end customer relationship management is not only the important content of its management. And it is one of the key means to improve its market competitiveness. However, the middle and high-end customer relationship management of Bank of China JB branch is lagging behind, and it faces many problems and obstacles, so, It is of great practical significance to carry out the research on the middle and high-end customer relationship management of JB Branch. This paper analyzes the current research situation and the relevant theories of customer relationship management at home and abroad. This paper defines the content of middle and high-end customers and their customer relationship management in JB branch of Bank of China, investigates and analyzes the middle and high-end customer structure of the bank and the county economic environment and competition environment that the bank faces. This paper systematically studies the current situation and existing problems of the middle and high-end customer relationship management in the bank, and applies a questionnaire survey to the satisfaction degree of the high-end customer to its product and service management. To find out the main problems in middle and high-end customer relationship management: the collection of customer information is not comprehensive, and the lack of comprehensive evaluation of personal customer information, the lack of customer service segmentation, the target market for high-end customers is not clear; In terms of customer service management, customer service is limited to basic content, innovative service mode, not strong personalization, insufficient customer maintenance service ability, single service form, non-standard service flow, weak awareness of middle and high-end customer relationship management. On the basis of this, the paper puts forward some practical and practical measures of middle and high-end customer relationship management: consummating personal and high-end customer information, strengthening the training and use of OCRM system, establishing customer demand files, strengthening function marketing, To determine the target customer group of JB sub-bank, including tripartite customer group, cross-border customer group, rural customer group, elderly customer group, strengthen product innovation combination marketing, and establish differential upscale customer maintenance strategy. Attach importance to the daily management of middle and high-end customers, rationalize the management service flow, innovate service forms, improve service details, provide high-quality value-added services, and strengthen the construction of the talent team of middle and high-end customer relationship management.
【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

【参考文献】