中国农业银行吉林省分行客户关系管理优化研究

发布时间：2018-04-17 14:07

本文选题：客户关系管理 + 客户识别　；参考：《吉林大学》2017年硕士论文

【摘要】：中国农业银行是我国大型股份制商业银行,1951年成立至今,其多年积累起来的品牌形象享誉全世界。伴随着网络化,信息时代的到来,国有银行同地方银行,小微型私人银行,跨国银行存在激烈竞争,各个银行凭借自身的专业优势开拓国内和国际市场。随着市场逐渐走向全球化,客户有更多的选择和机会。对于银行来说,想要拥有持续的竞争力,就需要努力创新和改革,以满足客户对产品和服务的个性化需求。在信息数据化的时代,如何能够倾听客户的心声,及时了解市场的变化,给予客户前瞻性的建议,是很多商业银行缺乏的机制。农业银行的客户关系管理系统亦存在很多脱离实际业务的问题,使得农业银行在同业竞争中处于劣势,“客户为中心”的CRM系统的功能在实际工作中并没有或只有少部分得以运用,导致部分硬件和软件浪费,投入与产出不成正比等问题的出现。本文首先阐述了农业银行吉林省分行现有客户关系的管理现状,从新老顾客管理、客户经理激励制度、信息管理过程等方面进行梳理和分析,发现农业银行吉林省分行在客户关系管理中存在的问题主要表现在:对象混乱,目标不明确,服务意识薄弱,业务创新能力差,缺乏协作精神等,并针对上诉问题,对其成因进行了剖析,进一步发现存在市场细分混乱,业务创新不足,缺乏系统的业务技能培训以及产品与市场需求脱节等问题。鉴于此,本文以IDIC模型为依据从客户识别、客户分层、客户互动、客户定制四个方面提出了优化方案。提出识别有效客户,建立长期关系;对现有客户进行细分,利用“二八定律”,解决成本投入问题;对于高端客户建立“一对一”营销模式,深入挖掘客户潜力,进行互动,并时刻关注市场动态和客户反馈;优化产品及服务内容,努力提高客户忠诚度。为保障农业银行吉林省分行客户关系管理优化方案的实施,提出了相应有保障的措施:建议通过组建和规划专门的客户服务部门,定期对员工进行培训;建立客户满意度和忠诚度的调查与管理的长效机制,优化全员管理的绩效评估措施;完善CRM技术支持系统,改进客户库管理。以此来促进和推动农业银行吉林省分行客户关系管理优化方案的有效实施。
[Abstract]:Agricultural Bank of China is a large joint-stock commercial bank in China.With the advent of network and information age, there is fierce competition between state-owned banks and local banks, small and micro private banks, and transnational banks. Each bank exploits the domestic and international markets by virtue of its own professional advantages.As the market moves towards globalization gradually, customers have more choices and opportunities.For banks to remain competitive, innovation and innovation are needed to meet customers' personalized needs for products and services.In the era of information digitization, how to listen to the voice of customers, understand the changes in the market in time, and give customers forward-looking advice are the mechanisms that many commercial banks lack.The Agricultural Bank of China's customer relationship management system also has a lot of problems that are divorced from the actual business, which makes the Agricultural Bank of China at a disadvantage in the interbank competition.The function of "customer-centered" CRM system has not been used or only a few parts have been used in practical work, which leads to the waste of some hardware and software, and the problem that the input and output are not proportional to the output and so on.This paper first describes the current situation of customer relationship management in Jilin Branch of Agricultural Bank of China, and analyzes it from the aspects of new and old customer management, customer manager incentive system, information management process, etc.It is found that the main problems in customer relationship management of Jilin Branch of Agricultural Bank are as follows: the object is confused, the target is not clear, the service consciousness is weak, the business innovation ability is poor, the cooperation spirit is lacking, and so on.By analyzing the causes, we find that there are some problems, such as confusion of market segmentation, lack of business innovation, lack of systematic training of business skills and disconnection between product and market demand.In view of this, based on the IDIC model, this paper puts forward the optimization scheme from four aspects: customer identification, customer stratification, customer interaction and customer customization.To identify effective customers, to establish long-term relationships, to subdivide existing customers, to use the "law of two or eight" to solve the problem of cost input, to establish a "one-to-one" marketing model for high-end customers, to tap the potential of customers in depth, and to interact with each other.And always pay attention to market trends and customer feedback; optimize the content of products and services, and strive to improve customer loyalty.In order to ensure the implementation of the optimized scheme of customer relationship management in Jilin Branch of Agricultural Bank of China, the corresponding measures are put forward: it is suggested that the employees should be trained regularly through the establishment and planning of special customer service departments;Establish the long-term mechanism of customer satisfaction and loyalty investigation and management, optimize the performance evaluation measures of full staff management, improve the CRM technical support system, improve customer bank management.In order to promote and promote the Agricultural Bank of Jilin Branch customer relationship management optimization program effective implementation.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F274

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