本文以中国银行烟台分行为研宄对象,分析现有的客户关系管理模式,同时
根据系统实际运行情况分析其利弊,以寻求完善系统的途径,为其他商业银行客
户关系管理提供借鉴。第一章是导论部分,主要介绍了文章的研究背景以及现实
意义,对客户关系管理和商业银行客户关系管理的国内外研宄现状进行论述,概
括了文章的研宄思路、方法,最后指出了本文创作中的创新点和不足。第二章阐
述了客户关系管理的相关理论,包括客户满意度理论和客户价值管理理论。第三
章首先对中国银行烟台分行进行情简介,然后对其客户关系管理的现状及特点
进行分析,肯定了其在客户关系管理方面取得的一定成绩。然后在问卷调查的基
础上对中国银行烟台分行客户关系管理系统运行后的客户满意度情况进行调研,
并分析调研结果。第四章在理论学习的基础上,对中国银行烟台分行客户关系管
理存在的问题进行深入分析,并探寻问题存在的原因。第五章针对第四章提出的
问题创造性地提出解决建议和方法,并从企业文化,组织、人力资源和制度保障
四个方面提出确保客户关系管理实施的政策保障。第六章是结论与展望,在对全
文主要结论进行总结的基础上指出研宄的不足之处,并提出进一步的研宄设想
关键词:商业银行;客户关系管理;CRM;客户满意度
英文摘要
ABSTRACT
Since the beginning of 21st century, the competition between commercial banks is
becoming more and more serious. Especially with the end of China’s accession to the
WTO, foreign banks have been enjoying the national treatment in China, coupled with
the rapid development of Internet banking, the pressure on domestic commercial banks
is growing. Therefore, it is extremely urgent to identify the breakthrough and change the
traditional business philosophy and development model for domestic banks. With the
rapid development of economy and technology, peopled demand for financial products
and services is not limited to the traditional savings needs, but also pay more attention
to the preservation and appreciation of assets. How to grasp the opportunity of
development, excavate and satisfy the customer, enhance the customer loyalty in the
competition become the important subject of which the commercial bank of our country
faces at present. The research of customer relationship management theory plays an
important role in promoting the competitiveness of commercial banks and maintaining
customer relationship.
Making Bank of China Yantai Branch a case, this paper analyzes the existing
customer relationship management model, according to the actual operation of the
system to analyze the pros and cons, in order to seek ways to improve the system for
other commercial banks to provide reference for customer relationship management.
The first chapter is the introduction,which mainly introduces the research background
and practical significance, summarizes the research ideas and methods. It also
summarizes the domestic and foreign research status of CRJM and commercial bank
customer relationship management. Finally, it points out the innovation and deficiency
of this paper. 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 Bank of China Yantai Branch firstly,
and then analyzes the current situation and characteristics of the customer relationship
management, which affirms its achievements in customer relationship management.
Thirdly, the customer satisfaction of the customer relationship management system
of Bank of China Yantai branch was investigated based on the questionnaire survey, and
the results were analyzed. In the fourth chapter, based on the theoretical study, the
英文摘要
author analyzes the problems existing in the customer relationship management Bank of
China Yantai Branch, and explores the causes of the problems. In the fifth chapter,
according to the problems proposes in the fourth chapter, the author puts forward the
solutions ^id methods creatively, and policies to ensure the implementation of customer
relationship management from the enterprise culture, organization, human resources and
institutional guarantee four aspects. The sixth chapter is the conclusion and prospect.
The author points out the shortcomings of the research and puts forward the further
research ideas on the basis of the summary of the main conclusions of this paper.
Key Words: Commercial Bank; Customer Relationship Management; CRM;
Customer Satisfaction
目 录
目 录
第1章导论 1
1.1研究背景和意义1.1.1研究背景1.1.2研究意义1.2国内外研宄现状1.2.1客户关系管理理论研宄现状1.2.2商业银行客户关系管理研宄现状1.3研究内容及思路、方法1.3.1研宄内容1.3.2研宄思路1.3.3研宄方法1.4可能的创新与不足之处1.4.1可能的创新1.4.2不足之处第2章客户关系管理相关理论分析2.1客户关系管理理论2.1.1客户关系管理理论概念2.1.2客户关系管理主要内容2.1.3客户关系管理系统分类及主要功能2.2客户满意度的相关理论2.2.1客户满意的概念2.2.2客户满意度的衡量2.3客户价值管理理论2.3.1客户价值管理的概念2.3.2客户价值管理的基本方法第3章中国银行烟台分行客户关系管理现状分析3.1中国银行烟台分行情况简介3.1.1情况简介3.1.2主要经营指标分析3.2中国银行烟台分行客户关系管理概况3.3中国银行烟台分行客户关系管理的特点3.3.1建立客户经理制3.3.2提供多样的金融产品和服务目 录
3.3.3采取简单差异化客户管理策略3.3.4电子银行服务渠道建设
21
3.3.5营业机构标准化改造
22
3.4中国银行烟台分行CRM运行后客户满意度评价
22
第4章中国银行烟台分行客户关系管理存在的问题及原因分析
26
4.1客户关系管理存在的问题
26
4.1.1客户分类简单粗放
26
4.1.2客户定位不明确
27
4.1.3客户信息储备不全面
28
4.1.4客户周期性管理体系不完善
29
4.1.5缺乏创新的差异化产品和服务
29
4.1.6客户服务评价标准有效性欠缺
30
4.2中国银行烟台分行客户关系管理存在问题的原因分析
32
4.2.1作为营销主体的客户经理综合素质参差不齐
32
4.2.3管理理念落后
33
4.2.4制度建设不到位
34
第5章中国银行烟台分行客户关系管理对策建议和实施保障
36
5.1对策建议
36
5.1.1采用多种方式进行客户细分,明确客户定位
36
5.1.2完善客户信息,实现动态管理
37
5.1.3完善客户周期管理体系,提升客户忠诚度
38
5.1.4加快业务创新与发展,完善客户服务评价体系
39
5.1.5实行全方位差异化营销战略
41
5.1.6提升员工素质,更新管理理念
43
5.1.7进一步完善客户信息管理系统
44
5.2实施保障
:
44
5.2.1企业文化保障
45
5.2.2组织保障
45
5.2.3人力资源保障
45
5.2_4制度保障
47
第6章结论与展望
48
参考文献 50
附录商业银行客户满意度调查问卷
53
it Ht 55
中国银行烟台分行客户关系管理研究
第1章导论
1.1研究背景和意义
1.1.1研究背景
随着社会的不断发展,人们对服务和产品的需求不仅仅限于传统意义的层面,
而逐步向多元化、高标准和精细化方向转变。银行业作为一个为人们提供特殊产
品的行业同样也进入一个崭新的竞争阶段,由传统的卖方市场转变为如今的买方
市场。尤其是在中国加入WTO以后,银行市场不断开放,各类银行与非银行金融
机构竞相涌出,外资银行的进入都对国内银行带来巨大的冲击。同时,电商金融
的迅速发展,各种“宝宝”类产品的涌现,使得各个银行之间对客户的竞争进入
白热化
为了在竞争中寻求生存以及发展的新出路,如何争取和维护优质客户成了当
今商业银行的一门必修课。为了取得市场竞争优势,有效识别和发掘客户资源,
并对客户进行有效的管理,最终实现客户忠诚,以客户为中心的管理理念越来越
被银行业所重视
商业银行传统模式和新模式对比,如表1.1所示,充分显示了如今商业银行
已经转变了传统的经营理念,各项方针政策的制定都建立在以客户为中心的前提
之上[53]
表1.1商业银行传统模式和新模式对比
Tab. 1.1 Commercial bank&39;s tradi
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