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论文编号：	13671
作者编号：	2320200467
上传时间：	2022/12/5 21:07:53
中文题目：	中国银行T支行个人客户关系管理研究
英文题目：	Research on Personal Customer Relations Management of T Branch of Bank of China
指导老师：	李东进
中文关键字：	商业银行；个人客户；客户关系管理；改善策略
英文关键字：	commercial bank；consumer client；customer relationship management；Improvement strategy
中文摘要：	改革开放以来的四十余年间，我国社会、经济均保持了极高的发展速度，随着居民可支配收入的提升，社会资本的规模也逐步扩大，为金融行业的发展创造了良好的外部环境。社会资本以家庭为单位进行分布，在全新的形势下，商业银行传统的以企业为重点客户群体的营销模式已暴露出明显的不足，在市场竞争愈发激烈的当下，加之企业客户市场已基本饱和，所以商业银行正逐步将营销策略的重心由企业客户向个人客户转移，个人客户关系管理的重要性也愈发突显出来。随着互联网金融的兴起，利率市场化程度的不断加深均给商业银行的传统经营理念带来了极大的冲击。商业银行若想保障发展的可持续性，在市场竞争中不断提升自身的竞争力，就需要正视自身产品及服务同质化严重、客户关系管理失位等严重问题。本文以金融学、管理学、以及营销学等领域的相关理论为基础，对近年来国内外学界在商业银行个人客户关系管理领域所取得的研究成果进行收集并加以分析，为本文研究的开展提供理论依据。本文以中行T支行为研究对象，对其个人客户关系管理相关业务的发展状况进行了概述，而后采用客户满意度调查，面对面访谈等研究方法，结合数学统计分析所得结果，较为准确的总结了中行T支行现行个人客户关系管理体系中存在的问题，如客户满意度及忠诚度较低，客户投诉现象频繁，难以创造良好的经济效益等，并对问题的成因进行了深入的探究，进而给出具有较高针对性及可行性的建议及对策。主要有秉持以客户需求为导向的理念、运用信息技术发展成果进行准确的客户画像、创新产品及服务的类别、打造专业技术过硬、职业作风优良的专业团队、构建完善的客户关系管理制度，从人力资源管理、组织架构调整以及革新考核机制等方面着手落实客户关系管理的相关策略，本文的研究结果对中行T支行客户关系管理体系的完善具有较高的借鉴价值。
英文摘要：	In?more?than?40?years?since?reform?and?opening?up, China's?society?and?economy?have?maintained?a?high?speed?of?development, along?with?the?improvement?of?residents' disposable?income, the?scale?of?social?capital?has?also?gradually?expanded, creating?a?good?external?environment?for?the?development?of?the?financial?industry. Social?capital?in?family?as?the?unit?of?distribution, under?the?new?situation, the?traditional?commercial?Banks, with?emphasis?on?the?enterprise?customers?marketing?mode?has?exposed?obviously?insufficient, in?the?increasingly?fierce?competition?in?the?market?at?present, combined?with?the?enterprise?customer?market?has?been?basically?saturated, so?commercial?Banks?are?the?focus?of?marketing?strategy?by?enterprise?customers?will?be?off?to?individual?customers, The?importance?of?personal?customer?relationship?management?is?also?increasingly?highlighted. However, the?rise?of?Internet?finance?and?the?deepening?of?interest?rate?liberalization?have?brought?great?impact?on?the?traditional?business?philosophy?of?commercial?banks. If?commercial?banks?want?to?ensure?the?sustainability?of?development?and?continuously?enhance?their?competitiveness?in?the?market?competition, they?need?to?face?up?to?serious?problems?such?as?the?serious?homogeneity?of?their?products?and?services?and?the?loss?of?customer?relationship?management. Based?on?the?relevant?theories?of?finance, management, marketing?and?other?fields, this?paper?collects?and?analyzes?the?research?results?obtained?by?domestic?and?foreign?academic?circles?in?the?field?of?personal?customer?relationship?management?of?commercial?banks?in?recent?years, so?as?to?provide?a?theoretical?basis?for?the?development?of?this?research. T?branch?as?the?research?object, based?on?the?bank?of?China?for?its?personal?customer?relationship?management?related?business?development?were?summarized, and?then?USES?the?questionnaire?survey, research?methods, such?as?face?to?face?interview, combined?with?the?mathematical?statistical?analysis?results, a?more?accurate?T?summarizes?the?boc?branch?current?problems?of?personal?customer?relationship?management?(CRM) system, such?as?customer?loyalty?is?low, Customer?satisfaction?is?declining?year?by?year, and?it?is?difficult?to?create?good?economic?benefits, etc., and?the?cause?of?the?problem?is?deeply?explored, and?then?gives?more?targeted?and?feasible?suggestions?and?countermeasures. It?mainly?adheres?to?the?concept?of?customer?demand-oriented, uses?the?development?results?of?information?technology?to?make?accurate?customer?portraits, innovates?the?categories?of?products?and?services, creates?a?professional?team?with?excellent?professional?technology?and?good?professional?style, and?builds?a?perfect?customer?relationship?management?system. From?the?aspects?of?human?resource?management, organizational?structure?adjustment?and?innovation?of?assessment?mechanism, relevant?strategies?of?customer?relationship?management?are?implemented. The?research?results?of?this?paper?have?high?reference?value?for?the?improvement?of?customer?relationship?system?of?Bank?of?China?T?branch.?
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