本文關(guān)鍵詞：我國商業(yè)銀行個人客戶關(guān)系管理研究　出處：《廣西大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

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【摘要】：客戶關(guān)系管理是一項(xiàng)以客戶為核心的新型營銷方式�？蛻絷P(guān)系管理的產(chǎn)生是企業(yè)競爭和管理思維更新的需要,是管理方式方法和核心競爭發(fā)展能力提高的要求,是網(wǎng)絡(luò)化和信息技術(shù)支持等多方而共同助推的結(jié)果。20世紀(jì)80年代,企業(yè)營銷開始從以產(chǎn)品為中心向以顧客為中心轉(zhuǎn)變,旨在改善銷售者與購物者之間關(guān)系、提高客戶忠誠度和滿意度的客戶關(guān)系管理(Customer Relationship Management)出現(xiàn)。隨著世界金融體系的發(fā)展和完善,同時隨著家庭財(cái)富的飛速增長,傳統(tǒng)高利潤的商業(yè)銀行已進(jìn)入客戶選擇銀行的時代,商業(yè)銀行的競爭越來越顯激烈,因而開拓、維護(hù)客戶的客戶關(guān)系管理得到了商業(yè)銀行的普遍推廣。90年代客戶關(guān)系管理這一客戶管理模式被引進(jìn)大陸,商業(yè)銀行作為資金密集型和客戶密集型商業(yè)企業(yè),從基本條件上具備了實(shí)施客戶關(guān)系管理的現(xiàn)實(shí)條件,同時有效實(shí)施好客戶關(guān)系管理,通過客戶關(guān)系管理來獲取持續(xù)穩(wěn)定的客戶來源及留存客戶,對于我國商業(yè)銀行下一階段的生存和發(fā)展起著十分重要的保障作用。 研究我國商業(yè)銀行個人客戶關(guān)系管理,尋求一條符合自我發(fā)展道路的客戶拓展、維護(hù)和留存的方法,以此增加個人客戶的忠誠度和滿意度,實(shí)現(xiàn)銀行發(fā)展和客戶財(cái)富增長的最大共鳴,就成為了我國商業(yè)銀行發(fā)展個人業(yè)務(wù)的重要策略。 本文從相關(guān)的市場營銷學(xué)之關(guān)系營銷理論、企業(yè)發(fā)展戰(zhàn)略、客戶管理理論、客戶生命周期理論、客戶綜合價值理論等出發(fā),針對現(xiàn)階段我國商業(yè)銀行客戶關(guān)系管理存在的現(xiàn)實(shí)問題,提出了我國商業(yè)銀行客戶關(guān)系管理的思路、內(nèi)容、結(jié)構(gòu)和體系,并指出我國商業(yè)銀行實(shí)施客戶關(guān)系管理應(yīng)在充分分析口前基本條件的基礎(chǔ)上,根據(jù)商業(yè)銀行個人金融業(yè)務(wù)產(chǎn)品的特點(diǎn)和個人客戶的需求分析,有計(jì)劃、有步驟、有策略的實(shí)施個人客戶關(guān)系管理。最后,本文以中信銀行為例,提出了一個比較有針對性和帶有優(yōu)化方案的商業(yè)銀行客戶關(guān)系管理方案建議。
[Abstract]:Customer relationship management (CRM) is a new type of marketing mode with customer as the core. The generation of CRM is the need of enterprise competition and management thinking renewal, and the requirement of management method and core competition development ability. In 80s, enterprise marketing began to change from product-centered to customer-centered. The aim is to improve the relationship between sellers and shoppers. Customer Relationship Management to improve customer loyalty and satisfaction. With the development and improvement of the world financial system. At the same time, with the rapid growth of family wealth, the traditional high-profit commercial banks have entered the era of customer choice of banks. The competition of commercial banks is becoming more and more fierce, so they develop. Customer relationship Management (CRM) has been popularized by commercial banks. In the 1990s, customer relationship Management (CRM) was introduced into the mainland. Commercial banks are capital-intensive and customer-intensive commercial enterprises. From the basic conditions of the implementation of customer relationship management has the realistic conditions, at the same time effective implementation of customer relationship management, through customer relationship management to obtain a continuous and stable source of customers and retain customers. It plays an important role in the survival and development of commercial banks in our country. This paper studies the personal customer relationship management of commercial banks in China, and seeks a method of customer expansion, maintenance and retention in line with the path of self-development, so as to increase the loyalty and satisfaction of individual customers. Realizing the biggest resonance between bank development and customer wealth growth has become an important strategy for Chinese commercial banks to develop personal business. This paper starts from the relational marketing theory, the enterprise development strategy, the customer management theory, the customer life cycle theory, the customer comprehensive value theory and so on. Aiming at the practical problems existing in customer relationship management of commercial banks in our country, this paper puts forward the train of thought, content, structure and system of customer relationship management of commercial banks in our country. It also points out that the implementation of customer relationship management in Chinese commercial banks should be based on the full analysis of the basic conditions before the mouth, according to the characteristics of individual financial business products of commercial banks and the needs of individual customers, planning and step by step. Finally, taking CITIC Bank as an example, this paper puts forward a proposal for customer relationship management of commercial banks with optimized solutions.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2

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