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论文编号：	5980
作者编号：	2120102645
上传时间：	2013/12/9 15:37:12
中文题目：	兴业银行“客户经理制”改进策略的研究
英文题目：	The Improvement Strategy Research of CIB Bank’s Customer Management System
指导老师：	吴晓云
中文关键字：	客户经理 内部营销 内部顾客 服务质量
英文关键字：	Customer manager; Internal Marketing; Internal Customer; Services Quality
中文摘要：	客户经理是现代商业银行营销体系中的最为重要的组成部分。合理、高效的客户经理团队的内部营销策略对于提高银行综合竞争实力，改进银行营销体系，增加银行经营利润，激发银行员工的工作积极性等方面均有着至关重要的影响和作用。随着我国商业银行体系的建立和逐步完善，银行业面临着全面竞争的挑战，其中围绕各类人才所展开的“人才竞争”愈加激烈化，特别是对于高端营销人才的需求变得更为强烈，所以建立完善的客户经理内部营销对于商业银行来说具有极其重要的现实意义，这不仅仅是完善商业银行公司治理结构的要求，更是吸引优秀人才、留住关键人才、提高企业核心竞争力，以适应激烈的银行业竞争的需要。 本文首先明确了内部营销、内部顾客及内部服务的相关概念，并对相关的理论基础作了系统性的阐述。然后从兴业银行的现实背景出发，对兴业银行从内部顾客挖掘、内部服务质量提升、内部顾客关系的管理等方面对该银行的客户经理团队的内部营销实施中存在的一系列问题进行分析，并在对国际商业银行客户经理团队内部营销进行分析的基础上寻找兴业银行与国际商业银行的差距。并针对上述问题，结合内部营销、内部顾客、内部服务等先进管理理论，从客户经理的价值观、企业文化建设、企业的支撑管理体系等角度提出了完善银行客户经理团对内部营销的建议。 本文研究目的在于为兴业银行在完善客户经理制提出具体对策，以解决银行客户经理制实施过程中存在的问题，进一步提高该行的营销竞争力。同时也为我国其他股份制商业银行实施和完善客户经理制提供一些思路和参考。
英文摘要：	Customer manager is the most important component in the modern commercial bank marketing system. Reasonable and efficient customer manager system has very important influence on improving the bank comprehensive competition strength, improving the bank marketing system, increasing bank profits and exciting the work enthusiasms of staff, etc. With the establishment of commercial bank system and gradual improvement in our country, the banking industry is facing the increasingly fierce challenge of comprehensive competition, including "the talent competition", especially the more intense demand for high-end marketing talents. So to set up perfect customer manager internal marketing has extremely important practical significance for commercial banks, this is not only just a perfect commercial bank corporate governance structure, but also to attract talents, retain key talents and improve enterprise core competitiveness, to adapt to the needs of the competition in banking sectors. This article first has been clear about the related concepts of the customer manager internal marketing, internal customer and internal service, and makes a systematic expatiation of relevant theoretical basis. Starting from the realistic background of CIB, this article analyzes a series of problems of the bank in the internal customer exploration, internal service management and internal customer relationship management of the bank, and to find the gap with the international commercial bank based on the analysis of customer manager internal marketing. Aiming at these problems, this article puts forward some suggestions to perfect the CIB bank customer manager internal marketing, which combined with some advanced management theories such as internal marketing, internal customer relationship management and internal service quality management. In this article, it aimed at to put forward concrete countermeasures to solve the bank’s customer manager internal marketing problems that exist in the implementation process, and to further improve its marketing competitiveness. As well as other joint-stock commercial banks in China, this article also provides some ideas and references to implement and improve the customer manager internal marketing strategy.
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