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论文编号：	10623
作者编号：	2120163156
上传时间：	2018/12/7 15:37:34
中文题目：	JH银行信用卡客户服务中心客户价值提升策略及实施研究
英文题目：	Research on Strategy and Implementation of Customer Value Promotion of JH Bank Credit Card Customer Service Center
指导老师：	李东进
中文关键字：	银行；信用卡；客户服务中心；客户价值提升
英文关键字：	Bank；Credit Card；Customer Service Center；Customer value promotion
中文摘要：	根据中国银行业协会发布的官方数据显示：2017年度，我国银行卡发卡规模持续平稳增长，人均持卡量及活跃账户数量稳步提升。其中，信用卡累计发卡总量即将突破8亿张，我国人均信用卡持卡数已达0.57张。中、农、工、建、交五家国有大型股份制商业银行占将近二分之一的信用卡市场份额。 信用卡产业的快速成长依赖于我国经济的不断发展和金融行业的对外开放。同业竞争日趋激烈，国内商业银行纷纷把信用卡业务作为转型发展中的战略要地。在基本完成市场份额的群雄割据后，为了增强持续盈利能力，进一步提升客户价值，如何更加有效地通过提供个性化、优质的产品和服务来增强客户忠诚度，成为各家银行的主要研究方向。业界已普遍认识到客户不仅是银行在市场竞争中的利润来源，客户数据信息更是成为现代商业银行的重要资产。 客户服务中心是我国商业银行为信用卡客户提供服务的主要渠道，其经历了近三十年的发展历史。互联网及数据技术的广泛应用带来了服务渠道的便利化。作为银行与客户沟通的桥梁，每天要收集和处理海量的客户需求信息，如何做到在每一次完成服务的同时有效寻找到营销机会并转化为利润，在接触过程中不断提升客户价值，成为各银行客户服务中心关注的焦点。 JH银行重点着力打造的信用卡品牌已在国内同业市场中取得领先地位。自2003开始发行第一张国际双标识信用卡到2018年9月，累计客户数量突破8800万，截止2017年末实现发卡量1亿张，贷款余额高达5600亿元人民币，在客户规模、盈利能力及风险管控指标上，成绩显著。2016年JH银行完成了总行信用卡中心客户服务部与总行客户服务中心两个部门的整合，成立了信用卡客户服务中心，主要负责全行信用卡客户的日常用卡服务、营销及账务催收等工作。 本文旨在通过对JH银行信用卡客户服务中心的客户价值提升策略进行研究和分析，从服务与营销的角度入手，在客户价值提升、营销设计、系统平台支持等环节进行把控，结合JH银行在运营过程中总结的实践经验，论证商业银行信用卡客户服务部门通过客户价值提升策略的实施实现盈利的可行性，希望能对国内整个银行业信用卡服务部门的转型和深度挖掘客户价值提供参考。
英文摘要：	According to official data published by the China Banking Association, in 2017, China's bank card issuance scale continued to grow steadily and the per capita card holdings and number of active accounts increased steadily. Among them, the total amount of credit card issuance is about to exceed 800 million and the number of per capita credit card holdings in China has reached 0.57. Five state-owned joint-stock commercial banks of the Bank of China, the Agricultural Bank of China, the Industrial & Commercial Bank of China, the China Construction Bank and the Bank of Communications account for nearly one-half of the credit card market share. The rapid growth of credit card industry depends on the constant development of the economy in our country and the opening to capital from overseas in the financial industry. With the increasingly fierce competition in the same industry, domestic commercial banks have taken credit card business as a strategic point in the transformation and development. After the basic completion of market share occupation, in order to enhance the sustained profitability and further enhance customer value, enhancing customer loyalty more effectively by providing personalized, high-quality products and services has become the main research direction of banks. The industry has generally known that customers are not only the source of profits for banks in the market competition, but customer data information has also become important assets of modern commercial banks. Customer Service Center (CSC) is the main channel for Chinese commercial banks to provide services to credit card holders, which has experienced nearly 30 years of development history. The wide application of Internet and data technology has brought convenience to service channels. As a bridge between banks and customers, it is necessary to collect and process a large amount of customer demand information every day, how to effectively find marketing opportunities and turn them into profits at the same time of each service completion and constantly improve customer value in the process of contact has become the focus of attention of customer service centers of banks. The credit card brand built by the JH Bank has gained a leading position in the domestic market. Since the first international double-identification credit card issued in 2003, by September 2018, the total number of customers has exceeded 88 million, by the end of 2017, 100 million credit cards have been issued, and the loan balance has reached 560 billion yuan, which has achieved remarkable results in terms of customer size, profitability and risk control index. In 2016, JH Bank completed the integration of the customer service department of the credit card center of the head office and the customer service center of the head office and established the credit card customer service center, which is mainly responsible for the daily card service, marketing and account collection of the credit card customers of the whole bank. This paper aims at controlling in customer value promotion, marketing design, system platform support, etc by research and analysis of the customer value promotion strategy of JH Bank Credit Card Customer Service Center from the point of view of service and marketing, demonstrate the feasibility of commercial bank credit card customer service department realizing profitability through the implementation of customer value promotion strategy combined with the practical experience of JH Bank in the operation process, thus hoping to provide reference for the transformation of the whole domestic banking credit card service department and in-depth tapping of customer value.
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