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论文编号：	420
作者编号：	2120062190
上传时间：	2008/6/11 9:24:11
中文题目：	我国商业银行客户关系管理及其实
英文题目：	customer relationship manageme
指导老师：	吴晓云 教授
中文关键字：	商业银行;客户关系管理;让渡价值
英文关键字：	Delivered value;Satisfaction;L
中文摘要：	经济全球化和金融国际化引发的金融创新使我国商业银行的经营战略逐步由“以产品为中心”转向“以客户为中心”。客户作为银行的重要资源，成为业界重点关注的研究对象。我国的商业银行正面临着管理思想、经营理念和科技应用等多方面的外界冲击，如何有效地整合已有的外部资源，扬弃原有“只追求规模不重视质量”的传统思想，挖掘更多有价值的客户，扩大银行价值，已成为商业银行关注的重点。实施客户关系管理，可以有效的提高服务质量、降低成本、增加经济效益，赢取客户，进而提高银行核心竞争力。 作者研读了大量文献资料，并进一步与银行管理人员进行访谈，在此基础上进行总结、分析和研究，提出了我国商业银行在客户关系管理方面的应用策略，在理论应用方面具有一定的创新性。 全文共分为七章，第一章为绪论。主要介绍了我国商业银行实施客户关系管理的研究背景，在外资银行纷纷抢占中国市场之际，运用科学的管理方法来管理客户，已经成为我国商业银行面对激烈竞争，取得竞争优势的关键，对提升我国商业银行的竞争力有极大的促进和推动作用。 随后介绍了本文的研究内容和研究方法，本文主要运用了理论分析的方法，回顾和梳理了相关理论，借鉴吸收西方商业银行成功实施客户关系管理的经验，结合我国商业银行实施客户关系管理的实践，理论联系实际，提出我国商业银行实施客户关系管理的策略。最后介绍了本文的结构安排。 第二章为相关理论回顾。本章主要回顾和梳理了客户关系管理的相关理论。首先介绍了客户关系管理理论的形成与发展。客户关系管理理论主要源于经济背景、技术背景以及管理理念的更新，最早产生于20世纪80年代，90年代初，开始转向大客户的管理，进入21世纪，现代意义上的客户关系管理正式兴起。随后后分别介绍了客户关系生命周期理论、客户让渡价值理论、客户满意度理论和客户忠诚度理论。 第三章为我国商业银行实施客户关系管理现状和存在的问题。本章首先分析了我国商业银行实施客户关系管理的现状，即初步树立了“以客户为中心”的经营理念，银行组织结构开始重组，初步实现了前台业务的集中处理，银行业务流程有了一定的整合，开始引入先进的信息技术。但目前也存在一些问题，主要表现在认识短视，缺乏产品创新，业务流程不合理，客户进行细分或分级标准不科学，组织架构不合理等方面。 第四章为我国商业银行客户关系生命周期及其策略。根据商业银行客户关系生命周期的特征，将客户关系生命周期划分为潜在期、开发期、成长期、成熟期、衰退期和终止期等六个阶段。 然后分别对六个阶段的客户进行分析并提出相应策略，对于潜在期客户要做好市场调研，为银行统一规划和部署市场营销策略提供决策依据；对于开发期的客户，要加大宣传力度，标新立异的推出新产品，突出银行新产品优势和差异，吸引潜在客户的正式加盟；对于成长期的客户，提供便捷的服务，加强沟通和交流，及时解决客户的问题；对于成熟期的客户，提供个性化的服务，尊重客户的个性化需求，不断提高现有产品的质量，增加现有产品的式样与功能并制定合理的价格，来满足成熟期客户日益增长的需求；对于衰退期的客户，在现有产品的基础上，进一步完善产品功能和质量，进一步改善服务，并进行适当的降价销售，以避免客户的流失；对于终止期的客户可以设置终止关系壁垒，采取竞争性的应对措施。最后结合花旗银行基于客户关系生命周期的应用策略进行例证。 第五章为商业银行提高客户让渡价值策略。本章结合我国商业银行特点，提出了我国商业银行让渡价值策略，提高产品附加值，提高银行形象，改善营业网点环境。如设置叫号机，保持良好的业务秩序；增加座椅，方便客户在等待办理业务时得到较好的休息，同时为客户提供提供报纸、杂志，消除客户因长期等待而无所事事产生厌烦情绪；优化服务流程，对证券等特殊客户，开辟专门窗口，专门办理；对高端优质客户，开辟贵宾通道，为其进行一对一的服务，满足高端客户的需求。随后编写了一个小案例，即中国建设银行提高客户让渡价值策略来进行例证。 第六章为商业银行提高客户满意度策略。本章主要针对影响客户满意度的因素提出我国商业银行客户满意策略。重视客户感受，展示客户价值，密切客户感情，有效沟通减少分歧；强化客户关怀，为客户提供信息咨询，作为客户投资决策的参考依据；为客户提供理财建议，提供定制化的产品，创造产品体验的机会，在客户体验产品的同时银行可以听到顾客对产品使用的反馈意见，从而可以帮助银行改进产品；加强客户投诉管理解除顾客的后顾之忧。随后结合招商银行提高客户满意度策略进行例证。 第七章为商业银行提高客户忠诚度策略，本文重点讨论了影响客户忠诚的因素，提出了我国商业银行客户忠诚度策略，提高员工工作的积极性，加强培训，鼓励服务创新，不断提高服务质量，使客户能享受到完善的服务；做好客户的细分，根据客户的价值、需求和偏好等因素有针对性地提供差异化服务；加强金融产品创新，不断运用新科技增强产品创新能力，不断优化产品开发和推广流程，提高市场推广速度，以特色产品适应顾客日益多样化的金融需求；降低忠诚客户的交易成本、减少等待时间，以及体力和精神上的消耗，使忠诚客户获得更多的社会利益。最后结合光大银行提高客户忠诚度策略进行例证。 结论部分，总结了我国商业银行实施客户关系管理，提高服务质量、降低成本、增加经济效益，赢取客户，提高银行核心竞争力需要从以下几个方面着手：第一，提高客户让渡价值，让客户获得尽可能多的利益的同时最大限度的满足客户需要；第二，提高客户满意度，提供符合客户金融需求的金融产品和服务，建立稳定的基本客户群；第三，提高客户忠诚度，增强客户对银行的忠诚，增加银行的盈利能力。
英文摘要：	The economic globalization and the financial internationalization initiation's financial innovation causes our country Commercial bank's business strategy gradually by “as the center changes take the product” “take the customer as the center”. The customer as the bank capital stock, becomes the field key attention the object of study. Our country's Commercial bank is facing the management concept, the management idea and the technical application and so on various outside impact, how do the conformity existing exterior resources, develop the good and discard the bad effectively original “only pursue the scale does not take the quality” the traditional thought that the excavation are more valuable customer, expands the bank value, has become the key point which the Commercial bank pays attention. The implementation customer relations management, may the effective enhancement grade of service, reduce the cost, increase the economic efficiency, wins the customer, then enhances the bank core competitiveness. Author reading a lot of literature, and further work with the bank management staff interviews, on the basis of this summary, analysis and research, China's commercial banks in the customer relationship management strategy for the application of the theory has a certain application in innovative. The full text altogether divides into seven chapters, the first chapter is an introduction. Mainly introduced our country Commercial bank implements the customer relations management the research background, when the Foreign bank seizes the Chinese market in abundance, manages the customer using the science management, already became our country Commercial bank facing the steep competition, has the competitive advantage the key, to promotes our country Commercial bank's competitive power to have the enormous promotion and the promotion effect. Afterward introduced this article research content and the research technique, this article has mainly utilized the theoretical analysis method, reviewed and has combed the correlation theories, used for reference absorbs the West Commercial bank success implementation customer relations management the experience, unified our country Commercial bank to implement the customer relations management the practice, the apply theory to reality, proposed that our country Commercial bank implemented the customer relations management the strategy. Finally introduced this article structure arrangement. The second chapter for correlation theories review. This chapter mainly reviewed and has combed the customer relations management correlation theories. First introduced the customer relations management theory formation and the development. The customer relations management theory mainly stems from the economic background, the technical background as well as the management idea renewal, produced most early in the 1980s, in the early 90s, started to change the big customer the management, since the 21st century, in the modern significance's customer relations management emerged officially. After afterward, introduced the customer relations life cycle theory, the customer transfer value theory, the customer degree of satisfaction theory and the customer loyalty theory separately. The third chapter implements the customer relations management present situation and the existence question for our country Commercial bank. This chapter first analyzed our country Commercial bank to implement the customer relations management the present situation, namely initially set up “take the customer as the center” the management idea, the bank organizational structure started to reorganize, realized the onstage service centralized processing initially, the mechanics of banking flow had certain conformity, started to introduce the advanced information technology. But also has some problems at present, mainly displays in the understanding superficiality, lacks the product innovation, the operation flow is unreasonable, the customer carries on the segmentation or the grading standards is unscientific, organization construction unreasonable and so on aspects. The fourth chapter for our country Commercial bank customer relations life cycle and strategy. According to the Commercial bank customer relations life cycle's characteristic, divides the customer relations life cycle into the latent time, the development period, the growth period, the mature period, the winter and the terminus ad quem and so on six stages. Then carries on separately to six stage's customers analyzes and proposes the corresponding strategy, must complete the market investigation and study regarding the latent time customer, for the bank unified plan and deployed that the market marketing strategy provides the policy-making basis; Regarding the development period customer, must increase the propaganda dynamics, proposes something new and different promotes the new product, prominent bank new product superiority and difference, attraction latent customer official alliance; Regarding the growth period customer, provides the convenient service, strengthens the communication and the exchange, solves the customer problem promptly; Regarding the mature period customer, provides personalized the service, the respect customer personalized demand, enhances the existing product unceasingly the quality, increases the existing product the model and the function and formulates the reasonable price, satisfies the mature period customer day by day aggregate demand; Regarding the winter customer, in the existing product's foundation, further consummates the product function and the quality, further improves the service, and carries on the suitable reduction sale, avoids the customer the outflow; May establish the termination relations barrier regarding the terminus ad quem customer, takes the competitive counter measures. Finally union Citibank carries on the illustration based on the customer relations life cycle's application strategy. The fifth chapter enhances the customer transfer value strategy for the Commercial bank. This chapter unifies our country Commercial bank characteristic, proposed our country Commercial bank transfers the value strategy, enhances the product added value, enhances the bank image, the improvement sales network environment. If establishes calls a number machine, maintains the good service order; Increases the chair, the convenient customer when the waiting handles the service obtains the good rest, simultaneously provides the newspaper, the magazine for the customer, eliminates the customer to be idle because of the long-term waiting produces is sick of the mood; The optimized service flow, to the negotiable securities and so on special customer, the opening special window, handles specially; To the high-end high quality customer, opens the distinguished guest channel, carries on the one-to-one service for it, satisfies the high-end customer the demand. Afterward has compiled a small case, namely the China Construction Bank enhances the customer transfer value strategy to carry on the illustration. The sixth chapter enhances the customer degree of satisfaction strategy for the Commercial bank. This chapter mainly aims at the influence customer degree of satisfaction the factor to propose our country Commercial bank customer satisfactory strategy. The value customer feeling, demonstrates the customer value, the close customer sentiment, communicates the reduced difference effectively; The strengthened customer concern, provides the information consultant for the customer, takes the customer investment decision the reference; Provides managing finances for the customer to suggest that provides has custom-made product, creation product experience opportunity, may hear the customer while the customer experience product's bank to the product use feedback opinion, thus may help the bank improvement product; Strengthens the customer suit management to relieve customer's extra worries. Afterward unifies businessmen are invited to open companies bank to enhance the customer degree of satisfaction strategy to carry on the illustration. The seventh chapter enhanced the customer loyalty strategy for the Commercial bank, this article discussed the influence customer loyal factor with emphasis, proposed our country Commercial bank customer loyalty strategy, enhanced the enthusiasm which the staff worked, strengthened training, encouraged to serve the innovation, improved the grade of service unceasingly, enabled the customer to enjoy to the perfect service; Completes the customer the segmentation, according to the customer value, the demand and so on factors provides the variation service target-oriented by chance; Strengthens the finance product innovation, utilizes the new technical enhancement product innovation ability unceasingly, optimizes the product development and the promoted flow unceasingly, raises the market introduction speed, adapts the customer day by day diversification financial demand by the characteristic product; Reduces the loyal customer the transaction cost, the reduction standby period, as well as in the physical strength and the spiritual consumption, causes the loyal customer to obtain the more social benefits. Finally the union Everbright Bank enhances the customer loyalty strategy to carry on the illustration. The conclusion part, summarized our country Commercial bank to implement the customer relations management, improved the grade of service, to reduce the cost, to increase the economic efficiency, won the customer, enhanced the bank core competitiveness to need to begin from the following several aspects: First, enhances the customer transfer value, lets the customer obtain as far as possible many benefit at the same time satisfied customer needs maximum limit; Second, enhances the customer degree of satisfaction, provides conforms to the customer finance demand financial product and the service, establishes the stable basic client base; Third, enhances the customer loyalty, the enhancement customer to the bank loyalty, increases the bank profit ability.
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