在面对变化中的金融业，只有自身不断适应并发展壮大，才能攫取最大化的利益
关键词：关系营销，客户需求，NY 银行Abstract
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Abstract
With the opening of the financial market, the banking industry is becoming more and more
competitive, the pattern of supply and demand in the financial market has undergone a fundamental
change from the seller&39;s market to the buyer&39;s market. The bank&39;s business philosophy has gradually
changed from product-centric Customer-centric. The crisis awareness of commercial banks
gradually increased, are aware that customers will become an important resource for commercial
banks. Do a good job in customer relationship management and marketing, build a solid customer
relationship, promote business development, become the primary goal of commercial banks. NY
bank as a state-owned banks, need to abandon backward ideas, and then do customer relationship
marketing, to ensure continued improvement in business performance. This paper analyzes the
current situation of related issues at home and abroad, and expounds the related theories of
customer relationship marketing. Secondly, it analyzes the problems of customer relationship
marketing in Zibo branch of Bank, such as the relationship between marketing idea and customer
demand Problems, customer satisfaction issues, customer relationship management issues; Finally,
in response to these problems, for the NY Bank Zibo Branch proposed a specific solution to the
problem: the establishment of customer-centric service concept, market segments to provide
differentiated services, Improve customer relationship marketing strategy, strengthen customer
relationships, strengthen staff training and incentive mechanism. In order to ensure the
development of the Bank of Zibo branch, we must be vigilant, always pay attention to customer
needs and market changes, better play the role of OCRM system to improve and improve the quality
of service, grasp the industry trends. In the face of changing financial industry, only their own
continue to adapt and develop and grow in order to seize the maximum benefits.
Key words: Relationship marketing; customer requirement; NY Bank.目录
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目录
第一章 绪论.......1
1.1 研究背景 ...........1
1.2 研究目的和意义 ..........2
1.2.1 研究的目的 ....2
1.2.2 研究的意义 ...2
1.3 国内外研究综述 ..........3
1.3.1 国外研究综述 3
1.3.1.1 关系营销的概念界定 ........3
1.3.1.2 客户关系营销研究 3
1.3.2 国内研究综述 4
1.3.2.1 CRM 系统的研究.....4
1.3.2.2 客户关系营销系统化研究 5
1.3.2.3 客户关系营销中的客户需求性研究 ........5
1.3.2.4 关系营销中的客户维护研究 ........5
1.4 研究的内容和方法 ......6
1.4.1 研究的内容 ....6
1.4.2 研究的方法 ....7
1.5 研究的创新之处 ..........7
第二章 相关理论概述.8
2.1 关系营销的概念 ..........8
2.2 关系营销的层次 ...........8
2.2.1 一级关系营销 8
2.2.2 二级关系营销 8
2.2.3 三级关系营销 8
2.3 关系营销的基本特征 ...9
2.3.1 双向沟通 ........9
2.3.2 合作协同 ........9
2.3.3 利益双赢 ........9
2.3.4 亲密关系 ........9
2.3.5 控制反馈 ......10
2.4 关系营销的方法 .........10
2.4.1 树立以客户为中心的营销理念 .....10
2.4.2 了解客户需求，提高客户的满意度 .........10
2.4.3 科学地进行客户关系管理，提高客户的忠诚度 .11
第三章 NY 银行淄博分行客户关系营销中存在的问题........12
3.1 NY 银行淄博分行发展现状....12
3.2 NY 银行淄博分行客户分类....12
3.2.1 高净值客户 .12
3.2.2 普通客户 .....13目录
IV
3.2.3 低效客户...
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