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论文编号：	3644
作者编号：	2220100821
上传时间：	2011/11/4 15:49:56
中文题目：	齐鲁银行客户服务体系构建与实施研究
英文题目：	Research on The Construction and Implementation of Customer Service System In Qilu Bank
指导老师：	许晖
中文关键字：	关键词：齐鲁银行;竞争优势;客户服务体系;构建与实施
英文关键字：	Key words: QiLu Bank;competitive advantage ;customer service system; construction and implementation
中文摘要：	齐鲁银行是山东省第一家地方性股份制商业银行，成立于1996年6月，是在济南市十七家城市信用社和城市信用社联合社基础上改制创建的。经过十四年的改革和创新，服务质量不断提升，资产规模不断扩大，资产质量不断改善，盈利能力不断增强，决策机制、执行机制和监督机制日益完善，已经成为支持济南当地经济建设一支重要的力量。2009年更名为齐鲁银行后，正处于发展变革的关键时期。站在新的起点上，面对国有商业银行股改后步入正轨，股份制商业银行的不断扩张，部分经营较好的城市商业银行跨区经营，外资银行也将陆续登陆济南，同业竞争日趋激烈，齐鲁银行的经营环境更加纷繁复杂，作为服务行业的一员，齐鲁银行迫切需要重新理解银行服务的特质，重塑银行客户服务的理念，构建全新的客户服务体系，作出服务战略选择，实施服务战略管理，获取持续的竞争优势，实现健康可持续发展。论文在对相关的理论进行综述的基础上，从我国城市商业银行发展现状入手，描述了城市商业银行的发展现状及客户服务现状，定位了齐鲁银行的客户服务对象，进而从影响齐鲁银行经营发展的外部环境和内部条件入手，深刻剖析了动态经营环境下客户服务面临的机会与威胁；通过与同业市场上主要竞争对手的比较分析，挖掘出自身的竞争优势和劣势。以理念重塑和增强综合竞争力为主线，确定了齐鲁银行的客户服务体系构建的总体发展目标、思路和模式，进而得出客户服务体系建设的策略选择，包括前台服务、渠道服务、支持服务、其它服务等服务体系下的具体实施内容，得出本文的研究结论。本文研究所得出的结论对于齐鲁银行高级决策层制定客户服务方面的战略规划具有重要借鉴意义，可以使董事会和经营层切实认识到客户服务体系提升价值的重要意义，并提供全新的客户服务理念和实践决策的方法，为本行构建完善的客户服务体系、保持核心竞争力提供帮助。
英文摘要：	QiLu Bank (short for QLB) ,which is the first local joint-stock commercial bank in Shandong province, was based on and founded by 17 urban credit cooperatives in June 1996. By thirteen years reform and innovation, QLB has been promoting the quality of services, enlarging the scale of assets, improving the quality of assets, enhancing the capability of earning, perfecting the mechanism of decision, implement and supervision. Nowadays QLB has been in crucial period of development and reformation after renaming, and has become an important member which support and construct local economy. Standing at the new historical beginning and facing with different and severity challenges, including State-owned banks reforming the structure of equity, joint-stock commercial banks expanding the scope of business, some city commercial banks realizing out-regional business, foreign banks having set up subsidiary companies or branches, QLB will be confronted with more complicated environment. As one member in service industry, QLB will urgently need to comprehend the character of banking services over again, reshape the sense of customer services, build the framework of customer services, make a wise strategic choice and implement strategic management about services, obtain continuous competitive advantage, realize sustainable and healthy development. According to the research ideas of raising problem, analyzing problem, solving problem, this thesis. will combine some methods, such as comparative analysis, factor analysis, dynamic and static analysis, at the same time depend on competitive advantage analysis and Porter’s model about five competitive power in strategic theory. In the paper, we firstly collect and introduce theory related to competition, and then we start from the development status of city commercial banks in china, and describe the status about the development of city commercial banks and customer services in details. Through the description, we focus on the customers of QLB; furthermore we analyze the internal and external conditions which will effect QLB’s banking business and dissect what opportunities and threats will be faced with during customer services under dynamic operation environment. Compared with other competitors, we will dig out our advantages and disadvantages using comparative analysis. In order to reshape and enhance the concept of comprehensive competitiveness as the main line, we determine the general objectiveness, idea and mode to how can we construct the system of customer services, then we will arrive at the conclusion of this paper by how to choose the strategy for constructing the system of customer services, including front desk service, channel service, supporting service and other service. The conclusion will be extremely useful and meaningful for QLB’s Board and Executive Team during making the strategy of customer service, because that will help QLB’s Board and Executive Team to make sense the importance and value of promoting the system of customer service, meanwhile in order to construct perfect system of customer service and maintain the core competitive ability, our conclusion will provide completely new concept and decision related to customer service.
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