联系我们

论文查询结果	返回搜索

论文编号：	12864
作者编号：	2320190474
上传时间：	2021/12/12 17:07:55
中文题目：	C银行天津分行郊县零售业务客户关系管理研究
英文题目：	Research on Customer Relationship Management of Suburban Retail Business of C Bank Tianjin Branch
指导老师：	任星耀
中文关键字：	客户关系管理；郊县区域；零售业务；银行
英文关键字：	Customer relationship management；Suburban area；Retail business；Bank
中文摘要：	在国家实施乡村振兴战略的大背景下，郊县经济飞速发展，天津市郊县区域吸引了大量的外来人口，且随着城市中心人口外移，部分社会财富向郊县区域转移，郊县经济发展地位日益突显。随着零售业务对商业银行的营业贡献越来越大，有着广阔零售业务市场前景的郊县区域成为了商业银行客户市场的抢夺之地。客户是创收创利的重要引擎，如何重塑郊县零售业务客户关系、加强零售业务客户关系管理成为摆在每个商业银行面前的新命题。郊县客户具有一定的客群特点，商业银行必须直面对郊县客户研究不足、客户关系管理薄弱等亟待解决的突出问题，来实现郊县地区的客户留存、客户提质。 本文以C银行天津分行郊县零售业务客户关系管理为研究对象，以客户关系的建立、客户关系的维护以及客户关系的挽救为理论基础。首先分析了C银行天津分行郊县区域零售业务面临的环境，包括郊县零售业务市场情况分析、竞争对手分析以及SWOT分析。其次介绍了C银行天津分行郊县零售业务客户分类、客户特点及需求，并通过对客户拓展、客户维护以及客户流失三个方面的现状分析得出当前C银行天津分行郊县零售业务客户关系管理中存在的问题。最后提出切实可行的提升策略和实施保障，提升策略主要包括：完善郊县零售业务客户获客渠道、有效执行客户关系维护、加强流失客户管理，实施保障主要包括：企业文化保障、组织机制保障、人力资源保障以及数据资源保障。本文的研究成果，一方面有助于加强C银行天津分行郊县零售业务客户关系管理，提升客户的拓展与维护水平，另一方面为其他商业银行加强郊县零售业务客户关系管理提供了参考。
英文摘要：	As the rural revitalization strategy is being implemented, suburban economy has developed rapidly. Suburban areas of Tianjin have attracted a large number of migrants. With the migration of the population from the city center, part of the social wealth has been transferred to suburban areas, and the economic status of suburban areas has become increasingly prominent. With the increasing contribution of retail business to commercial banks, suburban areas with broad market prospects for retail business have become the place for commercial banks to seize the customer market. Customer is an important engine to generate income and profit. How to reshape and strengthen the customer relationship of suburban retail business has become a new proposition for every commercial bank. Suburban customers have certain characteristics, thus commercial banks must directly face the outstanding problems to be solved urgently, such as insufficient research on suburban customers and weak customer relationship management, in order to achieve customer retention and customer quality improvement in suburban areas. This thesis takes customer relationship management of suburban retail business of C Bank Tianjin Branch as the research object, and takes the establishment of customer relationship, the maintenance of customer relationship and the rescue of customer relationship as the theoretical basis. Firstly, it analyzes the environment that suburban retail business of C Bank Tianjin Branch faces, including suburban retail business market analysis, competitor analysis and SWOT analysis. Secondly, it introduces the customer classification, customer characteristics and needs of suburban retail business of C Bank Tianjin Branch. Through the analysis of the current situation of customer development, customer maintenance and customer churn, it draws the problems existing in the current customer relationship management of suburban retail business of C Bank Tianjin Branch. Finally, it puts forward feasible optimization strategies and implementation guarantee. The optimization strategies mainly include: improving the customer acquisition channels of suburban retail business, effectively implementing customer relationship maintenance, and strengthening the management of lost customers. The implementation guarantees mainly include: enterprise culture guarantee, organizational mechanism guarantee, human resources guarantee and data resources guarantee. The research results of this thesis, on the one hand, contribute to strengthening suburban retail business of C Bank Tianjin Branch to improve the level of customer development and maintenance, on the other hand, and providing a reference for other commercial banks to strengthen the customer relationship of suburban retail business.
查看全文：	预览  下载(下载需要进行登录)