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论文编号：	10694
作者编号：	2120163086
上传时间：	2018/12/8 21:14:05
中文题目：	中国银行QD分行的客户关系管理策略优化研究——以公司业务为例
英文题目：	Research on BOC QD Branch Customer Relationship Management Strategy
指导老师：	张永强
中文关键字：	中国银行QD分行；公司业务；客户关系管理；服务营销
英文关键字：	Bank of China QD Branch; company business; customer relationship management; service marketing
中文摘要：	自2008年美国次贷危机导致世界金融危机以来，世界经济格局变幻莫测。十年来，中国国内经济、通胀和就业较为平稳，供给侧改革扎实推进。来到2018年，全球经济困难增加，不确定因素频现，除美国以外的经济体增速下降，通胀略有抬头，货币宽松、紧缩政策交替上演。美国贸易保护主义正在世界上演一幕幕大戏，多次对欧盟、东亚等国家和部分地区挑动贸易争端。从经济短周期的角度，资金从新兴市场国家向美国流动的态势较为显著。同时，欧洲经济增长乏力，经济复苏迹象减弱。新兴国家和经济体外汇储备防风险能力弱，时常出现较大的外汇波动，特别是外部融资较多的国家，风险集中爆发。在此背景下，国内银行业发展也迎来了新的全球性挑战，包括政治因素不稳、外汇市场波动、盈利能力减弱、资产配置失衡等诸多问题。因此，国内商业银行应加强市场环境应对能力，实施有效的市场营销策略，提升银行盈利能力。本文中国银行QD分行作为主要研究对象，对中国银行QD分行公司业务客户关系管理策略进行了深入分析。首先，回顾相关理论文献，阐述了服务营销理论、客户满意度理论和客户关系管理理论的相关概念和发展，并针对客户分级管理，客户满意度相关理论进行了综述。其次，对中国银行QD分行的营销环境从宏观及区域环境分析、金融行业发展特征、SWOT分析三个维度进行了分析，进而提出中国银行QD分行公司业务营销管理现状及存在问题：市场份额下降、客户结构不合理等。根据前面两章的分析，提出了中国银行QD分行公司业务客户关系管理策略优化方案，服务营销策略、客户关系管理改善策略和客户满意策略的具体分析、实施步骤、期望效果等方面进行阐述。最后，为保证客户关系管理策的实施，相应提出客户经理（无贷客户）队伍建设、客户认养系统和绩效考核系统等措施保障。本文对中国银行QD分行公司业务客户关系管理研究的策略优化措施，对QD分行在现实经营中具有积极借鉴作用，有助于QD分行开拓目标客户、深挖客户价值，实现公司业务快速发展。
英文摘要：	Since the 2008 US subprime mortgage crisis led to the world financial crisis, the world economic pattern is unpredictable. Over the past decade, China's domestic economy, inflation and employment have been relatively stable, and supply-side reforms have advanced steadily. In the 2018, global economic difficulties increased, uncertainties occurred, growth in economies other than the United States declined, inflation rose slightly, monetary easing and austerity policies alternated. American trade protectionism is putting on a scene in the world, repeatedly provoking trade disputes against the European Union, East Asia and other countries and parts. From the perspective of short economic cycles, the flow of funds from emerging market countries to the United States is more pronounced. At the same time, economic growth in Europe has been weak and signs of economic recovery have waned. Emerging countries and economies have weak foreign exchange reserve ability to prevent risk, often with large foreign exchange fluctuations, especially in countries with more external financing, the concentration of risk outbreaks. In this context, the development of domestic banking industry has also ushered in new global challenges, including unstable political factors, foreign exchange market volatility, reduced profitability, asset allocation imbalance and many other issues. Therefore, domestic banks should strengthen the market environment to cope with the ability to implement effective marketing strategies to enhance the profitability of banks. As the main research object, QD branch of Bank of China in this paper makes an in-depth analysis of the business Customer Relationship Management strategy of Bank of China QD Branch Company. Firstly, it reviews the relevant theoretical literature, expounds the related concepts and developments of service marketing theory, customer satisfaction theory and customer relationship Management theory, and summarizes the relevant theories of customer satisfaction in view of client grading management. Secondly, the marketing environment of Bank of China QD Branch is analyzed from macroscopic and regional environment analysis, financial industry development characteristics, SWOT analysis three dimensions, and then puts forward the current situation and existing problems of business marketing management of Bank of China QD Branch Company: The decline of market share, unreasonable customer structure and so on. According to the analysis of the previous two chapters, this paper puts forward the optimization scheme of business customer Relationship management strategy, service marketing strategy, customer relationship Management improvement strategy and customer satisfaction strategy, implementation steps and expected effect of Bank of China QD Branch Company. Finally, in order to ensure the implementation of customer relationship management policy, the corresponding Customer Manager (no loan customers) team building, customer recognition system and performance appraisal system and other measures to ensure. This article to the Bank of China QD Branch company Business Customer Relationship Management Research Strategy optimization measures, to QD branch in the actual operation has a positive reference role, help QD branch to explore the target customers, dig deep customer value, to achieve rapid development of the company's business.
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