本文關(guān)鍵詞： 客戶關(guān)系管理 客戶細(xì)分 客戶滿意 客戶忠誠(chéng)　出處：《哈爾濱工程大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：商業(yè)銀行客戶關(guān)系管理是在對(duì)客戶細(xì)分的基礎(chǔ)，提高與客戶溝通的技能，將談判能力提升為營(yíng)銷能力，提升與客戶合作的價(jià)值�？蛻絷P(guān)系管理有利于銀行保持長(zhǎng)久競(jìng)爭(zhēng)力并帶來(lái)新的發(fā)展?jié)摿�。郵儲(chǔ)銀行哈分行要在激烈的同業(yè)中處于不敗之地，持續(xù)優(yōu)化客戶關(guān)系，提高對(duì)高端客戶的服務(wù)能力，提高客戶的滿意度和忠誠(chéng)度，對(duì)其得以持續(xù)發(fā)展具有重要意義。 本文通過(guò)首先對(duì)郵儲(chǔ)銀行哈分行實(shí)施客戶關(guān)系管理的現(xiàn)狀進(jìn)行概述，其次對(duì)郵儲(chǔ)銀行哈分行在實(shí)施客戶關(guān)系管理中存在的問(wèn)題進(jìn)行了分析，然后在現(xiàn)有軟硬件基礎(chǔ)上，，從組織結(jié)構(gòu)設(shè)計(jì)、客戶關(guān)系建立、維護(hù)、提升三個(gè)不同階段的CRM內(nèi)容和CRM對(duì)策:客戶差異化管理、客戶滿意度管理、客戶忠誠(chéng)度管理，并基于AHP方法和郵儲(chǔ)銀行哈分行的實(shí)際情況建立客戶忠誠(chéng)度測(cè)評(píng)模型，為郵儲(chǔ)銀行哈分行的客戶關(guān)系管理提供了較為科學(xué)務(wù)實(shí)的優(yōu)化方案。最后，從構(gòu)建合理的業(yè)務(wù)流程、建立完善的客戶關(guān)系管理信息平臺(tái)、改革經(jīng)營(yíng)管理體制、加大金融產(chǎn)品創(chuàng)新、轉(zhuǎn)變營(yíng)銷模式、加大培訓(xùn)力度幾方面提出了保障實(shí)施措施。
[Abstract]:Customer relationship management in commercial banks is based on customer segmentation, improve communication skills with customers, and improve negotiation ability into marketing ability. Enhance the value of cooperation with customers. Customer relationship management will help banks to maintain long-term competitiveness and bring new development potential. Postal savings Bank, Harbin Branch in an invincible position in the fierce industry, continuous optimization of customer relations, It is of great significance to improve the service ability and customer satisfaction and loyalty of high-end customers. This paper first summarizes the current situation of implementing customer relationship management in Henan Postal savings Bank branch, then analyzes the problems existing in the implementation of customer relationship management, and then based on the existing software and hardware, the paper analyzes the problems existing in the implementation of customer relationship management in the branch of Postal savings Bank Harbin Branch, then based on the existing software and hardware, From the organizational structure design, customer relationship establishment, maintenance, promotion of three different stages of CRM content and CRM countermeasures: customer differentiation management, customer satisfaction management, customer loyalty management, Based on the AHP method and the actual situation of Hongkong Post savings Bank Harbin Branch, a customer loyalty evaluation model is established, which provides a scientific and practical optimization scheme for customer relationship management of Postal savings Bank Harbin Branch. Finally, a reasonable business process is constructed. Some measures are put forward in this paper, such as establishing a perfect information platform of customer relationship management, reforming the management system, increasing the innovation of financial products, changing the marketing mode and increasing the training intensity.
【學(xué)位授予單位】：哈爾濱工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.33

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