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论文编号：	5571
作者编号：	2220080918
上传时间：	2013/6/14 15:10:17
中文题目：	渤海银行重点客户关系管理研究
英文题目：	Research on the Key Customer Relationship Management of the Bo Hai Bank
指导老师：	张永强
中文关键字：	渤海银行 客户关系 重点客户关系管理
英文关键字：	Bo Hai Bank, Customer Relationship ,Key Customer Relationship Management
中文摘要：	随着农业银行的成功上市，标志着中、农、工、建四大国有银行已全部完成了公司治理结构的改造和上市融资，其资本得到了有效的扩张、经营绩效也在不断地提高，这四大国有银行无论是资本实力、总资产规模，还是经营网点、资源占有上都在国内银行业占有绝对的垄断地位。自2006年12月11日我国银行业全面开放后，中小股份制银行（以下简称：中小银行）的数量也正以前所未有的速度在增长，使得我国的银行市场变成了一片红海，许多中小银行为摆脱规模弱势也结成了一个个战略联盟。我国金融市场竞争格局已发生根本转变，买方市场已经形成，国内银行市场已被国有四大银行及中小银行初步分割完毕，规模效益不再突出、资产质量成为银行的生命线。迫使商业银行的经营策略逐渐朝垄断行业、优质客户的方向倾斜。客户状况决定着银行的资产状况，具有良好发展前途的优质客户是银行优质资产的源泉，客户是银行最重要的资源，银行对客户需求的满足能力是银行能否与客户保持紧密联系，获得发展的关键所在。中国银行业已经从追求“规模效益”向挖掘“客户效益”的方向转变，这种以客户为中心的银行间竞争，不同于过去以网点和人际关系为主线对客户的不加选择的竞争，而是借助信息技术工具，细分客户价值，针对不同客户群体进行市场定位，提供符合其需求的金融产品和服务，并着力稳定发展高效益的重点客户群，以期获得“深度效益”。论文主体部分由绪论、相关理论回顾、渤海银行客户关系管理的现状及问题、渤海银行重点客户关系管理的总体思路、渤海银行重点客户关系管理的实施、结论六个章节构成。本文以渤海银行的重点客户关系管理为研究对象，通过对渤海银行客户关系管理系统运行过程及有关员工实际工作状况的观察、研究和分析，梳理出渤海银行客户关系管理的现状及重点客户关系管理中存在的问题。同时，本文以二八管理理论、客户关系管理理论及服务营销理论作为理论基础，为渤海银行重点客户关系管理系统建设提供了一个总体思路。
英文摘要：	The successful listing of ABC reveals that the four major state-owned banks (BOC, ABC, ICBC and CCB) have already finished the reconstruction of corporate governance and the process of seeking financing by listing on the stock market. The capitals of the four major state-owned banks have already been widened and their business performance has also been improved. No matter in capital strength and general asset size, or in the number of network and the possession of resources, the four major state-owned banks have taken a definitely monopoly position in the domestic bank industry. Since the all-round opening of bank industry since Dec11th, 2006, the number of medium and small joint stock banks (hereafter referred as medium and small banks) has unprecedentedly increased, which brings the domestic bank market into prosperity. Many medium and small banks formed strategic alliance in order to cover the scale disadvantage. The supply and demand structure of the domestic financial market has experienced fundamental change and the buyer’s market has also taken its shape. The share of the domestic bank market has been hold by the major four state-owned banks and other medium and small banks, and then the asset quality has become the lifeline of the bank because the scale benefits are not prominent any more. All those above make the business strategy of the commercial banks developed into the direction of monopoly industry and qualified customer. The conditions of customer decide the conditions of asset. High quality customers with sound developing potential are the key sources of the high quality assets. The ability that banks satisfy customers is the key point that whether a bank can hold a close relationship with the customer and then develops itself. Chinese bank industry has changed its direction from pursuing scale benefits into customer benefits. The customer-oriented competition among banks differs from the past competition which centralizes network and personal relations. Instead, it distinguishes customer value in details by information technology tools, fixes the market position according to different customer groups, provides the needed financial products and service, and develops its key customer groups with high profits in order to get “big profits”. The body of the essay is made of 7 parts: introduction, related theory review, the current situation and problem of the customer relationship management (hereafter referred as CRM) of Bo Hai Bank, the main idea of key CRM of Bo Hai Bank, the performance of the key CRM and summery. The object of the study is the key customer relationship management. By studying and analyzing the process of CRM and the employees ’working status, the author tries to depict the current situation of the CRM of Bo Hai Bank and figure out the exist problem during the operation process. The theoretical bases of this essay are Pareto principle, the theory of CRM and service market theory which provide a whole idea for the construction of key customer relationship management system of Bo Hai Bank.
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