ZG银行银川市西夏支行客户关系管理研究

发布时间：2018-05-28 09:06

本文选题：客户关系管理 + 商业银行　；参考：《宁夏大学》2017年硕士论文

【摘要】：随着全球经济一体化的发展,国内银行业的竞争越发激烈,各商业银行开始逐步转变为现代市场营销观念,从“以金融产品为核心”逐步转向“以银行客户为中心”。商业银行不断的争夺市场份额,客户就成为各商业银行的最重要资源;与此同时,金融脱媒的在加速,互联网技术的广泛应用,客户对金融产品的需求越来越个性化、多样化,提高了银行管理、维护、留住客户的难度和成本。客户关系管理已成为影响商业银行发展的重要因素,成为商业银行密切关注的重点、焦点。因此,商业银行要不断提高自身的服务质量,完善客户管理系统,为客户提供满意的金融产品和完善的金融服务,增强竞争力,实现可持续发展。本文通过对国内外客户关系管理研究现状梳理,分析国内外商业银行的发展现状,运用服务营销理论、客户关系管理、客户满意度、客户忠诚度、客户关系价值等理论,采用文献研究、案例分析、比较分析、定性与定量分析等研究方法,对ZG银行西夏支行目前公司客户的基本情况和金融业务发展状况进行分析,对其存在的突出问题进行了深层次的分析,提出该支行在客户关系管理中目前存在的主要问题并分析其产生的原因,对该支行客户关系管理提出改进意见和解决问题的对策。本文的研究对ZG银行西夏支行提高市场占有率、保持可持续健康发展提供了参考,也对欠发达地区ZG银行宁夏分行的各个支行提高客户关系管理水平起到一定的借鉴意义。
[Abstract]:With the development of global economic integration, the competition of domestic banking is becoming more and more fierce. The commercial banks have gradually changed into the modern marketing concept, from "taking financial products as the core" to "taking bank customers as the center". As commercial banks continue to compete for market share, customers become the most important resources of commercial banks. At the same time, with the acceleration of financial disintermediation and the wide application of Internet technology, customers' demand for financial products is becoming more and more personalized and diversified. Improved bank management, maintenance, customer retention difficulties and costs. Customer relationship management (CRM) has become an important factor affecting the development of commercial banks. Therefore, commercial banks should constantly improve their service quality, improve customer management system, provide customers with satisfactory financial products and perfect financial services, enhance competitiveness and achieve sustainable development. This paper analyzes the development of domestic and foreign commercial banks by combing the current research situation of customer relationship management at home and abroad, and applies the theory of service marketing, customer relationship management, customer satisfaction, customer loyalty, customer relationship value, etc. By using the methods of literature research, case analysis, comparative analysis, qualitative and quantitative analysis, this paper analyzes the basic situation of customers and the development of financial business of Xixia Branch of ZG Bank. This paper makes a deep analysis of the outstanding problems existing in the branch, puts forward the main problems existing in the customer relationship management of the branch and analyzes the reasons for the problems, and puts forward some suggestions to improve the customer relationship management of the branch and the countermeasures to solve the problems. The research in this paper provides a reference for ZG Bank Xixia Branch to improve market share and maintain sustainable and healthy development, but also for the less developed area ZG Bank Ningxia Branch to improve the level of customer relationship management.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

【参考文献】