互联网时代建行无锡分行客户关系管理研究

发布时间：2018-03-12 07:34

本文选题：CRM　切入点：互联网　出处：《新疆大学》2017年硕士论文　论文类型：学位论文

【摘要】：客户关系管理既是软件技术,也是原则制度。1999年,国内的相关学者开始引入CRM的概念,而且逐步引起了国内的很多企业的关注。本文首先将从客户关系管理理论角度出发,根据客户关系管理体系在国内外的现状,研究互联网对于客户关系管理带来的影响。再通过建行无锡分行作为具体研究的着力点,分析其管理现状和客户关系管理存在的问题,在互联网金融不断冲击的背景下,银行业在客户关系管理上更重视对数据的挖掘,数据处理和分析的能力的提升,对客户信息采集的范围扩大;能够挖掘出潜在的有效数据信息,实现精准营销;运用数据还可以预测行业未来发展的趋势。改变了人们开始学会用动态的、整介性、开放性的思维模式进行客户关系管理。建行无锡分行首先要坚持以客户为中心,有效的满足客户对于产品和服务的需求成为银行必须面临的关键问题。加强对一线员工的培训,实施品牌战略,完善客户经理制度,客户准确分层,精准营销,达到开拓市场,争取目标客户的目的。此外,不断提升数据挖掘和支持能力,向智能银行的变革,其中包括电子自助渠道、存款自动化设备。智能机具的资金投入不断增长,使银行网点也越来越智能化。大数据引领着新的银行业的变革,在移动互联时代这也将成为金融行业的里程碑。
[Abstract]:Customer relationship management is not only software technology but also principle system. In 1999, domestic scholars began to introduce the concept of CRM, and gradually attracted the attention of many domestic enterprises. According to the current situation of customer relationship management system at home and abroad, this paper studies the impact of Internet on customer relationship management. Then through Wuxi Branch of China Construction Bank as the focus of specific research, the paper analyzes the current management situation and the existing problems of customer relationship management. Under the background of continuous impact of Internet finance, banks pay more attention to data mining, data processing and analysis in customer relationship management, and expand the scope of customer information collection. The ability to mine potentially valid data information for accurate marketing, and the use of data to predict future trends in the industry, has changed the way people begin to learn to use dynamic, holistic, Open mode of thinking for customer relationship management. China Construction Bank Wuxi Branch must first insist on customer-centered, effectively meet the needs of customers for products and services, become a key issue that banks must face. Strengthen the training of front-line staff, Implement brand strategy, perfect account manager system, customer accurate stratification, accurate marketing, reach the goal of market development and target customer. In addition, continuously improve data mining and support ability, change to intelligent bank, These include electronic self-help channels, deposit automation equipment, and increasing investment in smart machines and tools, making bank outlets more and more intelligent. Big data is leading the reform of the new banking industry. In the age of mobile interconnection, this will also become a milestone in the financial industry.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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