H银行客户关系管理改进研究
发布时间：2018-09-04 10:45
【摘要】：作为金融行业的主要参与者,商业银行之间的竞争正日趋白炽化,商业银行之间的产品与服务同质化程度越来越高,如果不从技术、管理等方面进行深度创新,是难以在竞争中取得优势地位的。本研究将商业银行的核心竞争力打造途径转向了客户关系管理。即努力为客户提供更为贴心与周到的服务,坚持以客户为中心,实现客户价值与银行利润的双赢,从而使客户保持高度的忠诚度,以此来提升银行的核心竞争能力。对于商业银行来说,客户使其利润的来源,完善的客户关系管理不仅是银行实现利润收益的基础,更是银行管理决策的重要信息支撑,对银行的长远发展起着重要作用。湖南H银行是本研究的研究对象,在客户关系管理相关理论的指导下,运用规范的研究模式,并借鉴国内外商业银行的成功经验做法,对H银行的客户关系管理进行了深入剖析,并基于现状指出了H银行客户关系存在的问题及其问题产生的原因。在相关原则的指导下,通过深入对比国内外商业银行的做法,结合H银行的实际情况,从银行经营理念的更新与深化、信息系统建设优化设计、客户价值评价与分类设计、客户忠诚度管理优化以及健全人才培养机制等维度,进行了针对性的问题改进策略设计。文章的结论与展望部分是对本研究的总结,以及支出文章研究的不足以及后续研究方向。对于我国商业银行来说,客户关系管理还处于起步阶段,而客户关系管理本身也是一项复杂的系统工程,因而无论是从理论研究层面还是从实践操作层面,都还有很长的路要走。本研究以H银行的客户关系管理为研究案例,在丰富我国客户关系管理研究的同时,也为相关商业银行甚至企业进行客户关系管理改进提供了有效借鉴。
[Abstract]:As the main participants in the financial industry, the competition among commercial banks is becoming increasingly incandescent. The degree of homogeneity of products and services between commercial banks is becoming more and more high. It is difficult to gain an advantage in the competition. This study turns the core competence of commercial banks to customer relationship management. That is, try to provide more considerate and considerate service for customers, insist on taking customer as the center, realize the win-win of customer value and bank profit, thus make the customer maintain a high degree of loyalty, so as to enhance the core competitive ability of the bank. For commercial banks, the source of customers' profits and perfect customer relationship management are not only the basis for banks to realize profit returns, but also the important information support for bank management decisions, which plays an important role in the long-term development of banks. Hunan H Bank is the object of this study. Under the guidance of the theory of customer relationship management, it applies the normative research model, and draws lessons from the successful experience of commercial banks at home and abroad. This paper analyzes deeply the customer relationship management of H Bank, and points out the problems existing in customer relationship of H Bank and the causes of the problems based on the present situation. Under the guidance of relevant principles, through the in-depth comparison of domestic and foreign commercial banks, combined with the actual situation of H Bank, from the bank management concept update and deepening, information system construction optimization design, customer value evaluation and classification design, The optimization of customer loyalty management and the improvement of talent training mechanism are designed. The conclusion and prospect of this paper is a summary of this study, as well as the shortcomings of the research and the direction of future research. For Chinese commercial banks, customer relationship management is still in its infancy, and customer relationship management itself is a complex system engineering, so it is not only from the theoretical level but also from the practical level. There is still a long way to go. This study takes customer relationship management of H Bank as a case study, which not only enriches the research of customer relationship management in China, but also provides an effective reference for related commercial banks and even enterprises to improve customer relationship management.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F832.33
本文编号：2221850
[Abstract]:As the main participants in the financial industry, the competition among commercial banks is becoming increasingly incandescent. The degree of homogeneity of products and services between commercial banks is becoming more and more high. It is difficult to gain an advantage in the competition. This study turns the core competence of commercial banks to customer relationship management. That is, try to provide more considerate and considerate service for customers, insist on taking customer as the center, realize the win-win of customer value and bank profit, thus make the customer maintain a high degree of loyalty, so as to enhance the core competitive ability of the bank. For commercial banks, the source of customers' profits and perfect customer relationship management are not only the basis for banks to realize profit returns, but also the important information support for bank management decisions, which plays an important role in the long-term development of banks. Hunan H Bank is the object of this study. Under the guidance of the theory of customer relationship management, it applies the normative research model, and draws lessons from the successful experience of commercial banks at home and abroad. This paper analyzes deeply the customer relationship management of H Bank, and points out the problems existing in customer relationship of H Bank and the causes of the problems based on the present situation. Under the guidance of relevant principles, through the in-depth comparison of domestic and foreign commercial banks, combined with the actual situation of H Bank, from the bank management concept update and deepening, information system construction optimization design, customer value evaluation and classification design, The optimization of customer loyalty management and the improvement of talent training mechanism are designed. The conclusion and prospect of this paper is a summary of this study, as well as the shortcomings of the research and the direction of future research. For Chinese commercial banks, customer relationship management is still in its infancy, and customer relationship management itself is a complex system engineering, so it is not only from the theoretical level but also from the practical level. There is still a long way to go. This study takes customer relationship management of H Bank as a case study, which not only enriches the research of customer relationship management in China, but also provides an effective reference for related commercial banks and even enterprises to improve customer relationship management.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F832.33
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