S商业银行客户关系管理系统优化研究

发布时间：2018-04-03 21:37

本文选题：商业银行　切入点：客户关系管理系统　出处：《四川师范大学》2017年硕士论文

【摘要】：由于金融领域对外开放的程度越来越高,信息科技更新速度日新月异,利率市场化的进程不断加快,银行业金融机构提供的产品与服务同质化程度较高,我国的商业银行面临的市场竞争也越来越激烈。金融领域的开放使国内银行业的高端客户逐渐聚拢在外资银行周围,互联网银行的快速发展,让客户有了更多的选择,依靠传统的存贷利差将会使商业银行的利润空间越来越小。对于银行来说,丰富的客户资源不仅能体现银行的核心竞争力,更是为银行的利润提供了强有力的基础保障。如何将客户关系管理理论结合银行的实际情况进行运用对于我国商业银行的经营来说是一个十分重要的目标,为了把客户吸引到银行并留住客户,需要借助发达的信息技术工具,对不同的客户进行客群细分,通过了解他们的需求,把与其他银行不同的金融产品和服务提供给客户,提高银行的市场份额,并最终实现与客户共成长。本文以客户关系管理理论为基础,阐述了国内外客户关系发展的历史和完善的过程,主要研究对象是S商业银行。S商业银行现有的客户关系管理系统在实际应用过程中存在部分问题,通过对造成这些问题的原因进行分析,结合实际情况,提出S商业银行客户关系管理系统的优化方案,并针对优化方案制定相应的保障措施,从而实现为客户提供差异化服务的现实需求。通过改进和提升S商业银行的客户关系管理系统的现状,必将提高S商业银行的竞争力和影响力。同时也希望本文能对同类型的股份制商业银行在客户关系管理系统优化方面能有一些参考和借鉴的作用。
[Abstract]:Since the opening in the financial field increasingly high degree of information technology, the update speed of the process of marketization of interest rates change rapidly, accelerating, providing banking financial institutions of higher degree of homogeneity of products and services, China's commercial banks are facing increasingly fierce market competition. The opening of the financial sector to the domestic banking industry's high-end customers the gathering in foreign banks around the rapid development of Internet banking, so that customers have more choices, rely on traditional deposit and loan spreads will make profit space more and more small commercial banks. The bank said, rich customer resources can not only reflect the core competitiveness of the bank, is to provide a strong basis for the bank profit. How to practice the theory of customer relationship management with the bank for the use of commercial banks operating in China is a very heavy To the target, in order to attract customers to the bank and retain customers, need to use information technology tools developed, the customer base for different customer segments, by understanding their needs, different with other banks in the financial products and services to customers, improve the bank's market share, and ultimately achieve total customer growth. Based on the theory of customer relationship management, elaborated the domestic and foreign customer relationship in the history of the development and improvement process, the main object of study is the commercial bank S.S commercial bank existing customer relationship management system in practice there should be part of the problem with the process, based on the analysis of the causes of these problems, combined with the actual situation. The proposed optimization scheme of S commercial bank customer relationship management system, and to optimize the corresponding measures, so as to provide differentiated services for customers in reality Demand. Through the present situation to improve and enhance the S customer relationship management system of commercial banks, will enhance the competitiveness and influence of S commercial bank. At the same time also hope that this article can have some reference for the same type of joint-stock commercial banks in customer relationship management system optimization.

【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F274

【参考文献】