NY银行淄博分行客户关系营销研究

发布时间：2018-01-10 20:04

本文关键词：NY银行淄博分行客户关系营销研究　出处：《青岛大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着金融市场的开放,银行业竞争越来越激烈,金融市场的供求格局发生了根本性的转变,由卖方市场逐步转变成为买方市场,银行的经营理念也逐渐由“以产品为中心”转变为“以客户为中心”。商业银行的危机意识逐渐增强,都意识到客户将成为商业银行的重要资源。做好客户关系管理和营销工作,建立稳固的客户关系,促进业务发展,成为商业银行的首要目标。NY银行作为国有银行,需要摈弃落后思想观念,进而做好客户关系营销,保证经营业绩持续提升。论文首先对国内外相关课题现状进行了学习和研究,并阐明了客户关系营销的相关理论;其次分析了NY银行淄博分行在客户关系营销中的问题,如关系营销观念的问题、客户需求的了解问题、客户需求的满足问题、客户关系管理的问题等;最后,针对这些问题,为NY银行淄博分行提出了问题解决具体措施:建立以客户为中心的服务理念、细分市场提供差异化服务、完善客户关系营销策略、稳固客户关系、加强员工培训及奖励机制。为了保证NY银行淄博分行的发展,必须提高警惕,时刻关注客户需求及市场变化,更好的发挥OCRM系统的作用,提高和改善服务质量,把握行业发展趋势。在面对变化中的金融业,只有自身不断适应并发展壮大,才能攫取最大化的利益。
[Abstract]:With the opening of the financial market, the banking competition is becoming more and more fierce, and the supply and demand pattern of the financial market has been fundamentally changed from the seller's market to the buyer's market. The management concept of banks has gradually changed from "product-centered" to "customer-centered". The crisis consciousness of commercial banks has been gradually strengthened. Both realize that customers will become an important resource for commercial banks. Do a good job of customer relationship management and marketing, establish a solid customer relationship, and promote business development. To become the primary target of commercial banks, as a state-owned bank, NY Bank needs to abandon the idea of backward, and then do a good job of customer relationship marketing. First of all, the thesis studies and studies the current situation of related topics at home and abroad, and clarifies the relevant theory of customer relationship marketing. Secondly, it analyzes the problems in customer relationship marketing of Zibo branch of NY Bank, such as the concept of relationship marketing, the understanding of customer demand, the satisfaction of customer demand, the problem of customer relationship management and so on. Finally, in view of these problems, for NY Bank Zibo Branch put forward specific measures to solve the problem: establish a customer-centric service concept, market segmentation to provide differentiated services, improve customer relationship marketing strategy. To ensure the development of Zibo branch of NY Bank, we must be vigilant and pay close attention to customer needs and market changes. Better play the role of OCRM system, improve and improve the quality of service, grasp the trend of industry development. In the face of the changing financial industry, only if they constantly adapt and grow, can they seize the maximum benefit.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F274

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