中國銀行煙臺分行客戶關系管理研究
發(fā)布時間：2018-08-02 11:49
【摘要】：進入21世紀以來,商業(yè)銀行之間的競爭愈發(fā)加劇,特別是隨著我國入世保護期的結束,外資銀行已經在國內享受國民待遇,加上網絡金融的迅速發(fā)展,對國內商業(yè)銀行造成的壓力越來越大。因此,對于國內銀行來說,迅速找準突破口,改變傳統(tǒng)的經營理念和發(fā)展模式迫在眉睫。隨著經濟和科技的飛速發(fā)展,人們對金融產品和服務的需求也不僅僅局限于傳統(tǒng)的儲蓄需要,更加重視資產的保值和增值。如何把握發(fā)展機遇,在競爭中挖掘客戶、滿足客戶需求、提升客戶忠誠度已經成為我國商業(yè)銀行目前面臨的重要課題。客戶關系管理理論的研究在提升商業(yè)銀行競爭力、維護客戶關系等方面發(fā)揮了重要的作用。本文以中國銀行煙臺分行為研究對象,分析現有的客戶關系管理模式,同時根據系統(tǒng)實際運行情況分析其利弊,以尋求完善系統(tǒng)的途徑,為其他商業(yè)銀行客戶關系管理提供借鑒。第一章是導論部分,主要介紹了文章的研究背景以及現實意義,對客戶關系管理和商業(yè)銀行客戶關系管理的國內外研究現狀進行論述,概括了文章的研究思路、方法,最后指出了本文創(chuàng)作中的創(chuàng)新點和不足。第二章闡述了客戶關系管理的相關理論,包括客戶滿意度理論和客戶價值管理理論。第三章首先對中國銀行煙臺分行進行情況簡介,然后對其客戶關系管理的現狀及特點進行分析,肯定了其在客戶關系管理方面取得的一定成績。然后在問卷調查的基礎上對中國銀行煙臺分行客戶關系管理系統(tǒng)運行后的客戶滿意度情況進行調研,并分析調研結果。第四章在理論學習的基礎上,對中國銀行煙臺分行客戶關系管理存在的問題進行深入分析,并探尋問題存在的原因。第五章針對第四章提出的問題創(chuàng)造性地提出解決建議和方法,并從企業(yè)文化,組織、人力資源和制度保障四個方面提出確�？蛻絷P系管理實施的政策保障。第六章是結論與展望,在對全文主要結論進行總結的基礎上指出研究的不足之處,并提出進一步的研究設想。
[Abstract]:Since entering the 21st century, the competition among commercial banks has become more and more intense, especially with the end of the protection period of China's entry into WTO, foreign banks have already enjoyed national treatment at home and the rapid development of network finance. The pressure on domestic commercial banks is increasing. Therefore, for domestic banks, it is urgent to find a breakthrough quickly and change the traditional management concept and development mode. With the rapid development of economy and science and technology, people's demand for financial products and services is not only limited to the traditional need for savings, but also attaches more importance to the preservation and appreciation of assets. How to grasp the development opportunity, excavate the customer in the competition, satisfy the customer demand, enhance the customer loyalty has already become the important subject that our country commercial bank faces at present. The study of customer relationship management theory plays an important role in enhancing the competitiveness of commercial banks and maintaining customer relations. This paper takes Yantai Branch of Bank of China as the research object, analyzes the existing customer relationship management model, and analyzes its advantages and disadvantages according to the actual operation of the system, in order to find ways to perfect the system. For other commercial banks customer relationship management to provide reference. The first chapter is the introduction part, mainly introduces the research background and practical significance of the article, discusses the domestic and foreign research status of customer relationship management and commercial bank customer relationship management, summarizes the research ideas and methods of the article. Finally, this paper points out the creative points and shortcomings. The second chapter describes the theory of customer relationship management, including customer satisfaction theory and customer value management theory. The third chapter introduces the situation of Yantai branch of Bank of China, then analyzes the current situation and characteristics of customer relationship management, and confirms its achievements in customer relationship management. Then, based on the questionnaire, the customer satisfaction of Yantai Branch of Bank of China is investigated, and the results are analyzed. The fourth chapter, on the basis of theoretical study, deeply analyzes the problems existing in customer relationship management of Bank of China Yantai Branch, and explores the reasons for the problems. The fifth chapter creatively puts forward suggestions and methods to solve the problems raised in chapter 4, and puts forward the policy guarantee to ensure the implementation of customer relationship management from four aspects: corporate culture, organization, human resources and system guarantee. The sixth chapter is the conclusion and prospect, on the basis of summarizing the main conclusions of the paper, points out the deficiencies of the research, and puts forward further research ideas.
【學位授予單位】：大連海事大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F832.33
本文編號：2159330
[Abstract]:Since entering the 21st century, the competition among commercial banks has become more and more intense, especially with the end of the protection period of China's entry into WTO, foreign banks have already enjoyed national treatment at home and the rapid development of network finance. The pressure on domestic commercial banks is increasing. Therefore, for domestic banks, it is urgent to find a breakthrough quickly and change the traditional management concept and development mode. With the rapid development of economy and science and technology, people's demand for financial products and services is not only limited to the traditional need for savings, but also attaches more importance to the preservation and appreciation of assets. How to grasp the development opportunity, excavate the customer in the competition, satisfy the customer demand, enhance the customer loyalty has already become the important subject that our country commercial bank faces at present. The study of customer relationship management theory plays an important role in enhancing the competitiveness of commercial banks and maintaining customer relations. This paper takes Yantai Branch of Bank of China as the research object, analyzes the existing customer relationship management model, and analyzes its advantages and disadvantages according to the actual operation of the system, in order to find ways to perfect the system. For other commercial banks customer relationship management to provide reference. The first chapter is the introduction part, mainly introduces the research background and practical significance of the article, discusses the domestic and foreign research status of customer relationship management and commercial bank customer relationship management, summarizes the research ideas and methods of the article. Finally, this paper points out the creative points and shortcomings. The second chapter describes the theory of customer relationship management, including customer satisfaction theory and customer value management theory. The third chapter introduces the situation of Yantai branch of Bank of China, then analyzes the current situation and characteristics of customer relationship management, and confirms its achievements in customer relationship management. Then, based on the questionnaire, the customer satisfaction of Yantai Branch of Bank of China is investigated, and the results are analyzed. The fourth chapter, on the basis of theoretical study, deeply analyzes the problems existing in customer relationship management of Bank of China Yantai Branch, and explores the reasons for the problems. The fifth chapter creatively puts forward suggestions and methods to solve the problems raised in chapter 4, and puts forward the policy guarantee to ensure the implementation of customer relationship management from four aspects: corporate culture, organization, human resources and system guarantee. The sixth chapter is the conclusion and prospect, on the basis of summarizing the main conclusions of the paper, points out the deficiencies of the research, and puts forward further research ideas.
【學位授予單位】：大連海事大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F832.33
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