中国银行江苏省分行零售行业客户关系管理研究

发布时间：2018-04-09 18:21

  本文选题：商业银行　切入点：零售行业　出处：《南京理工大学》2014年硕士论文

【摘要】：当前,我国银行业面临激烈的同业竞争和变化的市场环境,例如,外资银行的冲击、股份银行与城商行的竞争、民营资本的进一步放开等。银行业务包含庞大而复杂的客户信息数据,如何有效的管理和利用客户信息,使其转化为生产力是当前各家银行面临的重要课题。而针对零售行业客户关系管理的研究较少,本文则尝试理论客户管理理论,结合工作实践,对零售领域的客户关系管理进行研究分析。零售行业的运营具有环节多、主体多、模式灵活等特点,对银行产品的需求多样,其发展为中国银行江苏省分行带来了巨大的业务发展空间。但亦面临多变的外部环境和激烈市场竞争,内部管理尤其是客户关系管理方面仍存在一些问题。鉴于此,作者将结合自身工作情况,以中国银行江苏省分行零售行业客户为研究对象,结合本行和本部门的实际业务情况,在梳理国内外客户关系管理理论的基础上,对中国银行江苏省分行零售行业客户关系管理现状进行分析,包括资产状况、管理流程、金融产品、管理措施分析。然后,作者针对零售行业金融服务需求特征,找出本行当前所存在的问题,并给出相关建议和对策,以期能对作者的工作和公司客户关系管理的改善提供一定启示和帮助。
[Abstract]:At present, China's banking industry is faced with fierce interbank competition and changing market environment, such as the impact of foreign banks, the competition between stock banks and city commercial banks, the further liberalization of private capital and so on.Banking business contains huge and complex customer information data. How to effectively manage and utilize customer information and transform it into productivity is an important issue facing banks at present.However, there are few researches on customer relationship management in retail industry. This paper tries to study and analyze the customer relationship management in retail field by combining the theory of customer relationship management with the work practice.The operation of retail industry is characterized by many links, many main bodies and flexible models, and the demand for bank products is diverse. The development of retail industry has brought huge business development space for Bank of China Jiangsu Branch.But also facing the changeable external environment and fierce market competition, there are still some problems in internal management, especially in customer relationship management.In view of this, the author will take the retail industry customers of Bank of China Jiangsu Branch as the research object, combined with the actual business situation of the bank and the department, on the basis of combing the theory of customer relationship management at home and abroad.This paper analyzes the current situation of customer relationship management in retail industry of Bank of China Jiangsu Branch, including asset status, management process, financial products and management measures.Then, according to the characteristics of the financial service demand in the retail industry, the author finds out the problems existing in the bank, and gives some suggestions and countermeasures in order to provide some enlightenment and help to the author's work and the improvement of the company's customer relationship management.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.33
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本文编号：1727593