国有商业银行零售业务在互联网金融冲击下的顾客关系研究

发布时间：2018-03-30 06:25

本文选题：国有商业银行　切入点：零售业务　出处：《西南财经大学》2014年硕士论文

【摘要】：随着经济、金融全球化趋势日益显著,银行零售业务的战略重要性日益突出,在银行业务里的比重越来越大,对曾一度以“国字号”自居的国有商业银行,其战略意义更为深远。电子商务在中国持续的蓬勃发展,尤其随着海量用户结构化与非结构化数据的积累与挖掘,使得互联网企业越来越清晰用户在金融服务方面的需求和偏好,注重消费者的体验与互动,从提供简单的第三方支付服务逐步渗透到银行的核心业务领域。面对来自互联网金融对银行核心业务的冲击,国有商业银行应透过现象看本质,以顾客关系角度作为切入点并进行有效改革、调整,以此重塑品牌形象、强化消费者对产品服务的黏性。本文首先对国有商业银行零售业务的顾客关系进行剖析,发现国有商业银行零售业务的顾客关系现状。互联网金融之所以能在这么短时间内异军突起,被广大消费者所关注、所接受,“以客户为中心”的理念是互联网金融企业的成功所在。而顾客服务模式上强调产品导向和拉动型销售、对顾客的服务效率低下、顾客服务理念缺乏及顾客服务渠道零散独立等是现阶段国有商业银行在顾客关系管理方面的现状。接下来,通过对以“余额宝”、“人人贷”为代表的互联网金融产品的发展现状以及国有商业银行零售业务的发展现状进行对比分析,发现互联网金融对国有商业银行零售业务的冲击主要体现在活期存款的流失和个人经营性贷款的减少。面对这些问题,笔者通过SWOT分析法,找到现阶段解决上述问题的方向,给出对应的解决措施,以期望国有商业银行能够借助结构转型的契机将上述问题解决掉,将国有商业银行2.0的服务模式提升至3.0,即形成“以客户为中心”的顾客关系服务理念,以优质的服务、满意的产品、频繁的沟通联系,不断提升客户黏性,培育客户的忠诚度。国有商业银行在互联网金融的冲击下,不可避免会受到各种影响。只有运用顾客关系管理的各种手段,将逐步降低的顾客黏性和忠诚度进行有效提升,才能打开现有被动局面。而国有商业银行原本稳定的传统金融渠道,也将因为有了互联网金融这条“鲶鱼”而展现出新的活力。只要经过快速、有效、正确的改革,将顾客至上的服务理念融入对消费者每一次的服务过程中,国有商业银行就能再次成为行业的领军者。
[Abstract]:With the increasing economic and financial globalization trend, the strategic importance of the retail banking business is becoming increasingly prominent, and the proportion in the banking business is increasing. Its strategic significance is more far-reaching. E-commerce continues to flourish in China, especially with the accumulation and mining of massive user structured and unstructured data. Making Internet enterprises more and more clear about users' needs and preferences in financial services, and paying attention to the experience and interaction of consumers. From providing simple third-party payment services to the core business areas of banks, the state-owned commercial banks should see the essence through the phenomenon in the face of the impact of Internet finance on the core business of banks. Take the customer relation angle as the breakthrough point, carries on the effective reform, the adjustment, reconstructs the brand image, strengthens the consumer to the product service viscosity. This paper first analyzes the customer relationship of the retail business of the state-owned commercial banks, and finds out the present situation of the customer relations of the retail business of the state-owned commercial banks. The reason why Internet finance can rise suddenly in such a short time is concerned by the vast number of consumers. It is accepted that the concept of "customer-centered" is the success of Internet financial enterprises. In customer service mode, the emphasis is on product-oriented and pull-oriented sales, and the service efficiency to customers is low. The lack of the concept of customer service and the scattered independence of customer service channels are the current situation of state-owned commercial banks in customer relationship management. Through comparative analysis of the development status of Internet financial products represented by "Yu'e Bao" and "peer-to-peer lending" as well as the retail business of state-owned commercial banks, It is found that the impact of Internet finance on the retail business of state-owned commercial banks is mainly reflected in the loss of demand deposits and the reduction of personal operating loans. In the face of these problems, the author, through SWOT analysis, finds out the direction of solving the above problems at this stage. The corresponding solutions are given in order to expect the state-owned commercial banks to solve the above problems with the opportunity of structural transformation, and to promote the service mode of the state-owned commercial banks 2.0 to 3.0, that is, to form the customer relationship service concept of "customer centered". High-quality service, satisfactory products, frequent communication, constantly improve customer viscosity, customer loyalty. Under the impact of Internet finance, state-owned commercial banks will inevitably be affected. Only by using various means of customer relationship management, will gradually lower customer viscosity and loyalty be effectively promoted. In order to open up the existing passive situation, the traditional financial channels of state-owned commercial banks, which were originally stable, will also show new vitality because of the "catfish" of Internet finance. Only through rapid, effective and correct reform, State-owned commercial banks can once again become industry leaders by integrating customer-first service concept into each service process for consumers.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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