联系我们

论文查询结果	返回搜索

论文编号：	13532
作者编号：	2320200495
上传时间：	2022/12/4 11:02:58
中文题目：	A银行信用卡分期业务客户关系管理研究
英文题目：	Research on Customer Relationship Management of Credit Card Installment of Bank A
指导老师：	任星耀
中文关键字：	客户关系管理；信用卡分期业务；商业银行
英文关键字：	Customer relationship management;Credit card installment;Commercial bank
中文摘要：	伴随我国国民经济的发展以及消费增长的态势，商业银行已经将信用卡分期业务作为提升收入的重点业务领域，也是商业银行打造核心竞争力以及立足未来信用卡市场长远发展的关键所在。客户是商业银行实现发展目标的根本基础，如何依托客户关系保持在信用卡分期业务中的竞争优势，利用双方常态化的合作关系抢占未来市场竞争的制高点成为了商业银行亟需研究和思考的问题。 在经济下行以及后疫情时代的背景下，大众的消费习惯与金融行为逐步被改变，也促使着商业银行间各业务发展经营与客户经营的加速转型与竞争态势升级。为顺应消费信贷行业发展的大势，A银行将信用卡业务定为零售经营转型的重点之一，近年也取得了良好的发展业绩，信用卡发卡量突破一亿张，信用卡分期业务发展规模在同业排名中也实现了进位。但A银行的信用卡分期业务仍处于追赶发展的阶段，业绩经营导向相比于客户经营导向更加明显，在面对业务同质化发展的竞争环境下，A银行的客户规模提升与客户关系稳固面临着巨大的挑战，这也使得A银行要迫切转变信用卡分期客户关系管理的经营思路。 本文研究视角基于客户关系管理理论，以客户关系的建立、维护以及挽救为理论框架，将A银行信用卡分期业务客户关系管理作为研究对象，率先分析了A银行信用卡分期业务当前面临的环境，包括当前信用卡及分期业务市场情况分析、竞争对手分析以及SWOT分析。其次总结了A银行信用卡分期业务客户分类、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发现A银行信用卡分期业务客户关系管理中存在的问题。最后从A银行实际情况出发，针对以上问题提出切实可行的提升策略和实施保障，提升策略主要包括：提升信用卡分期业务获客能力、强化客户关系维护、加强客户流失管理，实施保障主要包括：推动数字化转型与企业文化保障、科技赋能与数据信息资源保障、组织机制与人力资源保障。本文的研究成果，一方面能够对A银行信用卡分期业务的客户关系管理提供帮助，另一方面为其他商业银行在信用卡分期业务领域加强客户关系管理提供参考和借鉴。
英文摘要：	With the rapid development of Chinese national economy and the strong growth of consumption, the business of credit card installment has become a key business field for commercial banks to increase their profits, and it is also the key for commercial banks to building core competitiveness and obtaining long-term development in the future credit card market. Customers are the fundamentals for commercial banks to achieve their development goals. How to maintain the competitive advantage in the business of credit card installment by relying on customer relationships, and seize the high ground in the future market competition by using the normalized cooperative relationship between the supply-demand sides has become an urgent issue for commercial banks. Under the background of economic downturn and the post-epidemic era, the consumption habits and financial behaviors of the public are gradually changing, which also promote the accelerated transformation and upgraded competition of business development and customer management among commercial banks. In order to adapt to the developing trend of the consumer credit industry, Bank A has set the credit card business as one of the key points in the transformation of its retail operation. In recent years, Bank A has achieved excellent development performance, with the number of credit cards issued exceeding 100 million and the development scale of the business of credit card installment ranking ahead in the industry. But Bank A’s business of credit card installment is still in the stage of developing and catching up, and compared to being customer-management oriented, it is rather performance-management oriented. In the face of the competitive environment where the development of business tends to be homogenized, Bank A is facing enormous challenges in terms of customer size expansion and customer relationship solidification. The current situation also forces Bank A to urgently change its management approach of managing customer relationships in the business of credit card installment. The research perspective of the thesis is based on the theoretical framework of customer relationship management(customer relationship development, maintenance and rescue), and Bank A’s customer relationship management in the business of credit card installment is the research object. The thesis first analyzes the environment Bank A’s business of credit card installment faces, including the analysis of the current market of credit cards and the installment business, competitor analysis and SWOT analysis. Secondly, it summarizes the customer classification, customer characteristics and needs of Bank A’s business of credit card installment, and finds the problems existing by analyzing the current situation of customer development, customer maintenance and customer churn. Based on Bank A’s actual conditions, the thesis finally puts forward feasible improvement strategies and implement guarantees aiming at the above problems. Improvement strategies mainly include promoting the ability of the business of credit card installment to acquire customers, strengthening customer relationship maintenance, and enhancing the management of customer churn. Implement guarantees mainly include guarantees of strategic orientation and enterprise culture, of science and technology empowerment and data resources, and of organizational mechanism and human resources. The research results of the thesis, on the one hand, can provide assistance for Bank A’s customer relationship management in the business of credit card installment, and on the other hand, can offer reference for other commercial banks to strengthen customer relationship management in the business of credit card installment.
查看全文：	预览  下载(下载需要进行登录)