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论文编号：	10919
作者编号：	2220160910
上传时间：	2019/6/13 12:28:28
中文题目：	A银行私人银行业务客户关系管理研究
英文题目：	A Study on Customer Relationship Management of Private Banking Business in Bank A
指导老师：	任星耀
中文关键字：	A银行；私人银行业务；客户关系管理
英文关键字：	Bank A；Private banking business；Customer relationship management
中文摘要：	摘要 随着社会经济的发展繁荣、居民财富的不断积累、以及商业银行市场化程度的深入，私人银行业务已经成为各大商业银行业务开展重点。当前私人银行业务在优化零售客户资源、改造客户关系管理、树立市场品牌等方面，对商业银行的战略转型发挥了积极的作用。本文通过客户关系管理的相关理论研究，结合A银行私人银行业务的现状进行分析，并尝试提出了A银行私人银行业务客户关系管理提升策略，希望能对A银行私人银行业务及国内中资银行的私人银行业务客户关系管理提供参考。 本文的框架结构如下：第一章，绪论。本章从选题意义方面阐述了论文研究背景及意义，以及研究方法和思路；第二章，私人银行客户关系管理的相关理论概述。首先介绍了客户关系管理的内涵及目标，其次阐述客户关系生命周期与客户价值管理，以及客户互动管理与客户忠诚管理；第三章，是A银行私人银行业务客户关系管理环境分析。首先介绍了A银行概况及其私人银行业务现状，其次对A银行私人银行业务的客户及竞争进行分析，最后阐述了A银行私人银行业务SWOT分析及客户关系管理存在的问题；第四章，提出了A 银行私人银行业务客户关系管理提升方案。包括优化客户细分与客户价值评价体系，提升客户互动管理，提升客户忠诚度等；第五章，阐述了A银行私人银行业务客户关系管理提升方案的实施保障。包括建立以客户为中心的企业文化及团队协作文化，构建私行服务团队及建设专业私人银行业务中心，员工激励与财务资源配置保障等。 关键词：A银行；私人银行业务；客户关系管理
英文摘要：	Abstract With the development of social economy and the acceleration of the commercialization process of state-owned banks, private banking has become the key business of commercial banks. As a kind of high-end business, private banking plays a more active role in optimizing retail customer resources, optimizing client relationship management, optimizing market brand and so on. This paper reviews the customer relationship management framework, and conducts analysis on the current situation of Bank A and private banking business, and attempts to put the private banking business relationship management strategy optimization for Bank A, hoping to provide a reference for the private banking business for Bank A and the private banking business relationship management for other peer banks. The structure of this paper is as follows：the first chapter is Introduction. With the rapid development of social economy, the development model of commercial banking business has undergone a rapid innovation and change. This chapter elaborates the background and significance on the value of the selected topic. The second chapter conducts summarizes the theoretical framework of customer relationship management. The author introduces the connotation and goals of customer relationship management, then customer relationship life cycle and customer value management, as well as the customer interaction management and customer loyalty management. The third chapter conducts an environmental analysis of the private banking customer relationship of Bank A. The author introduces the general situation of Bank A and the status of its private banking business; analyzes the customers’ needs and the private banking business competitions of Bank A; conducts an analysis of SWOT of Bank A’s private banking business and points out the problems on customer relationship management of Bank A. The fourth chapter introduces the enhancement programs on private banking customer relationship management for Bank A, including optimizing the customer segmentation and customer value evaluation system, promoting the customer interaction management and enhancing customer loyalty. The fifth chapter introduces the guarantees on the improvement of private banking business customer relationship management of Bank A, including the establishment of a customer-oriented corporate culture and team cooperation culture, building a private line service team and professional private banking centers, and incentive system and financial resource allocation. Key words：Bank A；Private banking business；Customer relationship management
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