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论文编号：	13433
作者编号：	2320190519
上传时间：	2022/6/16 9:38:36
中文题目：	ZS银行手机银行客户关系管理研究
英文题目：	Research on Customer Relationship Management of Mobile Bank of ZS BANK
指导老师：	任星耀
中文关键字：	商业银行；手机银行；客户关系管理；金融科技
英文关键字：	Commercial bank；Mobile banking；Customer relationship management； Fintech
中文摘要：	随着“十四五规划和2035年远景目标建议”的发布，加快数字化发展已经成为各行各业的主旋律，近年来移动互联、大数据、人工智能等技术取得了跨越式的进步，并与我们日常生活、工作密不可分，人们的生活方式发生了与时俱进的变化，信息传播和各种应用更新的速度让无数人颠覆了传统对于时间的认知，以至于包括金融需求在内的服务方案都向着互联网思维发生着改变。商业银行的经营模式在经过了上百年的经济周期变迁和市场监管革新后，终于在2013年互联网金融爆发时迎来了挑战，支付宝、京东等金融终端APP不仅蚕食了支付业务，甚至入侵了银行业的主营业务。在大数据的变革趋势下，银行业务模式也由线下网点的缩减趋势向线上融合转变，商业银行必须寻找新的经营发展模式以及客户关系管理模式。 与此同时，几乎能够改变人们生活方式的智能手机也已成为人们生活和企业服务场景的必备之物，衍生而出的手机银行APP作为数字化时代的重要载体性质被越来越多的商业银行所认可，更有甚者将其定位商业银行的经营战略、必争之地。手机银行不仅需要具备必要的金融信息处理能力，还需要嵌套互动性强、转化性强和场景平台多的综合优势，其客户关系管理模式虽然只是商业银行无线营销体系的一部分，但因其在疫情期间解决了众多客户的金融增值服务需求的快速发展趋势，其优势和潜力正在逐步被各家金融机构所重视，也被客户更多的认可和青睐，成为解决包括金融需求在内的各种生活服务必不可少的载体之一，因此如何有效开展手机银行端客户关系管理也成为了商业银行亟需研究和思考的问题。 该论文依循客户关系管理的理论视角，对现有各商业银行手机银行和互联网金融不同的客户关系管理模式进行比较和分析，立足于ZS银行手机银行发展中的客户关系管理实践，探讨商业银行在当前的市场格局下，如何利用互联网营销工具之一——手机银行进行客户关系的管理。从手机银行客户的获取、促活和挽留三个角度，发现商业银行获客和维护客户中存在的问题，提出完善包括线上、线下、转介等渠道的获客思路，怎样通过内容营销、社会互动、场景便利以及激励措施进行客户活跃度提升，针对潜在流失客户从功能使用、个性化的设计、财富平台、全生命周期陪伴等方向进行有效挽留。最后从ZS银行角度针对以上的提升措施，进行了包括战略导向、企业文化调整、金融科技赋能、组织架构强化、人力资源配置等方面的保障，得出商业银行如果要在手机银行端进行更为有效的客户关系管理，必须将金融与科技充分融合，并从中寻找到可以温暖人心的服务和陪伴。 本文的撰写一是帮助ZS银行发现现有手机银行客户关系管理中的问题，帮助其提升手机银行客户关系管理思路，二是为其他商业银行进行手机银行客户关系管理提供参考和借鉴，共同探讨未来手机银行运维和发展思路。
英文摘要：	With the release of the "14th five-year plan and the Vision 2035", accelerating digital development has become the main theme of all walks of life. In recent years, mobile Internet, big data, artificial intelligence and other technologies have made fundamental progress, and increasingly penetrated into all aspects of life and work. People's lifestyle has changed greatly with the times. The speed of information dissemination and various application updates has made countless people subvert the traditional understanding of time, so that service solutions, including financial needs, are changing towards Internet thinking. After hundreds of years of economic cycle change and market regulation innovation, the operation mode of commercial banks finally faced the challenge of Internet Financial outburst in 2013. Since such as Alipay、Jingdong and other financial terminals APP have not only encroached on payment business, but even invaded the main business of the banking industry. Under the reform trend of big data, the banking business model has also changed from the reduction trend of offline outlets to online integration. Commercial banks must find new business development models and customer relationship management models. At the same time, the smart phone, which can almost change people's lifestyle, has become a necessary thing for every personal life and enterprise service scene. The derived mobile bank, as an important carrier in the digital era, has been recognized by more and more commercial banks. What's more, it is positioned as the business strategy and competitive place of commercial banks. Mobile banking not only needs to have the necessary financial information processing ability, but also needs the comprehensive advantages of strong nesting and interaction, strong transformation and many scene platforms. Although its customer relationship management model is only a part of the wireless marketing system of commercial banks, its advantages and potential are gradually being valued by various financial institutions because it has solved the rapid development trend of the demand for financial value-added services of many customers during the epidemic, It has also been more recognized and favored by customers, and has become one of the indispensable carriers to solve various life services, including financial needs. Therefore, how to effectively carry out customer relationship management at the mobile banking end has also become an urgent problem for commercial banks to study and think about. Following the theoretical perspective of customer relationship management, this paper compares and analyzes the different customer relationship management modes of mobile banking and Internet finance of existing commercial banks, and discusses the current market pattern of commercial banks based on the customer relationship management practice in the development of mobile banking of ZS bank, How to use one of the Internet marketing tools-Mobile Banking for customer relationship management. From the three perspectives of obtaining, promoting and retaining mobile banking customers, this paper finds out the problems which existing in maintaining customers of commercial banks, puts forward the idea of improving customer acquisition including online, offline and referral channels, and how to improve customer activity through content marketing, social interaction, scene convenience and incentive measures, so as to improve the function use Personalized design, wealth platform, full life cycle company and other directions for effective retention. Finally, from the above promotion measures taken by ZS bank, including strategic orientation, corporate culture adjustment, financial technology empowerment, organizational structure strengthening and human resource allocation, it is concluded that commercial banks must fully integervice needs rate finance and technology if they want to carry out more effective customer relationship management in mobile banking, And find services and companionship that can warm people's hearts. The first purpose of this paper is to help ZS bank find the problems in the existing mobile banking customer relationship management and help it improve the thinking of mobile banking customer relationship management. The second is to provide reference and reference for other commercial banks to carry out mobile banking customer relationship management, and jointly explore the operation, maintenance and development ideas of mobile banking in the future.
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