平安银行客户服务渠道创新研究

发布时间：2018-06-21 19:53

本文选题：平安银行 + 客户服务　；参考：《吉林大学》2014年硕士论文

【摘要】：在这个快速发展的时代，互联网正在向各个行业渗透。衍生出来的物联网、大数据、移动浪潮等新时代的代名词已经正式侵入我们的生活，我们由此也开启了“智能”时代生活。但对于竞争激烈的商业机构来说，“客户就是上帝”的时代却从没有改变。能够保持客户群，机构才能够经营下去。不论是银行也好，商场也好，或是其他领域的企业，谁拥有的有效客户最多，谁就抢占了行业的至高领地。客户对于“平安银行”来说，，同样是最重要的。 2012年6月14日深圳发展银行与平安银行合并(中国历史上最大的银行并购案)后，原平安银行全部资产、负债、证照、许可、业务以及人员均由深圳发展银行依法承继，附着于其资产上的全部权利和义务亦由深圳发展银行依法享有和承担。在整合中，银行高度重视客户体验。特别提出了“客户体验为本，业务合并先行”的发展理念。因此，平安银行确立了“对外以客户为中心，对内以人为本”的理念，充分发挥平安集团的综合银行优势，逐步使平安银行成为服务集团综合银行战略的最佳平台，成为专业化和集约化经营的全功能的现代化商业银行。然而，2013年6月17日，由支付宝与天弘基金共同创建的“余额宝”正式上线。通过“余额宝”，用户存留在支付宝的资金不仅能拿到“利息”，而且和银行活期存款利息相比收益更高。无论是国有五大银行——工商银行、农业银行、中国银行、建设银行、交通银行，还是浙商银行、宁波银行等地方性的商业银行，都受到“余额宝”的巨大冲击。这一事件标志着互联网银行正式向传统银行业开战。同时，以“余额宝”为代表的新一代互联网银行，正不断的抢占传统银行的客户。原来的银行业的格局正在不断的被改写。而这距离“新”平安银行的成立，刚刚2年时间。客户服务是平安银行与消费者衔接的重要环节。“客户需求是关键，银行出路在服务”。虽然受到了互联网金融的重大冲击，但是平安银行也需要调整策略，抓住客户的需求，不断提供服务质量，以服务维系与客户的良好关系。因此，本论文将从客户服务角度来分析和阐述，首先介绍了本文的选题背景和研究方法、创新性等内容；其次，对服务渠道创新、消费者行为分析等相关理论进行了综述，并借鉴国内外银行客户服务渠道发展经验，为平安银行的创新策略提供理论依据；再次，通过对平安银行的现状和存在的问题进行分析，说明平安银行需要对客户服务渠道进行创新的必要性；最后，在前文的基础上，提出引用当前社会主流的短信、微信等客户服务方式，以及通过电子渠道的客户行为信息收集策略，并且加快相关内容的实施，将客户服务渠道的建设作为平安银行与客户之间沟通的桥梁。以此，贯彻落实平安银行的“对外以客户为中心”的指导思想，实现创建“最佳商业银行”的目标。
[Abstract]:In this rapid development era, the Internet is infiltrating into various industries. The derivative of the Internet of things, big data, mobile wave and other new era pronoun has formally intruded into our lives, we also opened the "intelligent" era of life. But for highly competitive businesses, the "customer is God" era has never changed. Ability to maintain a customer base, institutions can continue to operate. Whether it's a bank, a mall, or a company in other fields, who has the most effective customers, he who grabs the highest ground in the industry. After the merger of Shenzhen Development Bank and Ping an Bank (the largest bank merger in Chinese history) on June 14, 2012, the original Ping an Bank had all its assets, liabilities, and certificates. The license, business and personnel shall be inherited by Shenzhen Development Bank according to law, and all rights and obligations attached to its assets shall be enjoyed and assumed by Shenzhen Development Bank according to law. In the integration, banks attach great importance to customer experience. In particular, put forward the "customer experience-based, business merger first" development concept. Therefore, Ping an Bank has established the concept of "taking the customer as the center and putting people first in the country", giving full play to the comprehensive bank advantage of Ping an Group, and gradually making Ping an Bank the best platform for the comprehensive banking strategy of the service group. Become a professional and intensive management of the full-functional modern commercial banks. However, on June 17, 2013, Alipay and Tianhong Fund co-founded the "Yu'e Bao" officially launched. Through Yu'e Bao, users will not only receive "interest" on the funds they keep in Alipay, but will also earn more than bank demand deposit interest. Whether the five state-owned banks-Industrial and Commercial Bank, Agricultural Bank, Bank of China, China Construction Bank, Bank of Communications, Zhejiang Commercial Bank, Ningbo Bank and other local commercial banks, all suffered a huge impact from Yu'e Bao. This event marks a formal war between Internet banks and traditional banks. At the same time, the new generation of Internet banks, represented by Yu'e Bao, is constantly grabbing the customers of traditional banks. The original banking landscape is constantly being rewritten. And this is from the establishment of the "new" Ping an Bank, just 2 years. Customer service is an important link between Ping an Bank and consumers. Customer demand is the key, bank outlet lies in service. Although it has been greatly impacted by Internet finance, Ping an Bank also needs to adjust its strategy, grasp the needs of customers, and provide continuous service quality in order to maintain a good relationship with customers. Therefore, this paper will analyze and expound from the customer service angle. Firstly, it introduces the background and research methods of this paper, innovation and so on. Secondly, it summarizes the related theories such as service channel innovation, consumer behavior analysis and so on. And draw lessons from the domestic and foreign bank customer service channel development experience to provide the theoretical basis for Ping an Bank's innovative strategy; thirdly, through the analysis of the status quo and existing problems of Ping an Bank, This explains the necessity for Ping an Bank to innovate its customer service channels. Finally, on the basis of the above, it puts forward customer service methods such as SMS and WeChat, which quote the mainstream of the current society. And through the electronic channel of customer behavior information collection strategy, and accelerate the implementation of relevant content, customer service channel construction as a bridge between Ping an Bank and customers. In order to carry out Ping an Bank's guiding ideology of "external customer-centered" and realize the goal of establishing "best commercial bank".
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33

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