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论文编号：	7207
作者编号：	2220110594
上传时间：	2015/6/2 10:41:30
中文题目：	中信银行客户服务管理策略研究
英文题目：	CITIC BANK Customer Service Management Strategies
指导老师：	柳茂平
中文关键字：	中信银行 客户服务 策略研究
英文关键字：	CITIC BANK; Customer Service ; Strategies
中文摘要：	自改革开放以来，中国经济的发展有目共睹。在中国，财富的增长不仅仅局限在老百姓工资水平的提高，可支配财富数量上的增加以及部分人群前卫、先进的消费观念处于较大的转变之中，其中更大一部分要归功于宏观经济的大发展带动了金融业的发展。随着时代的发展,商业银行不仅仅是存款取款的代名词，银行人也清楚地了解了与企业的合作只是银行业务的冰山一角，而真正蕴藏着巨大发展潜力的是与老百姓，即普通客户的商业联系。虽然已经意识到了客户的重要性把侧重点放在提高自身服务管理质量上来，尝试着站在客户的角度去思考，围绕着提升服务、赢得客户、塑造品牌等多种方式展现自身的特长与服务优势，但在如何更好的把握建立或巩固与客户的良好关系方面还需更进一步增强。造成这种情况的原因有很多，如专业知识的缺乏，创新理念的不足，对客户服务管理深层次的内涵了解不足解等等多方面的原因。当然，也有银行架构、运营机制、政策体制等方面的原因。因此，不断的完善银行客户服务管理对商业银行的发展起到了至关重要的作用。 　　　本篇论文从分析客户对当今商业银行发展的重要性入手，明确客户服务管理在商业银行发展中的重要意义，运用相关理论在市场环境、营销策略、竞争策略等方面进行了分析，进而确定以服务为核心的研究内容，对完善银行客户服务管理方面提出研究思路。文章首先分析了客户服务对商业银行的重要意义、客户服务原则、经营策略、营销内容，然后以中信银行这个具有很强代表性的中国重要的全国性商业银行为例，通过对其服务体系、服务管理存在和应解决的问题、客户服务的战略目标、基本策略等方面的系统分析,揭示了银行业在服务过程中普遍存在的问题。文章着重对产品策略、价格策略、客户策略和服务策略进行了概述，对客户服务的原则在真实性、动态管理、精细化管理进行了较为详尽的阐述。通过上述的章节和银行实际情况，进一步提出了银行业客户服务应该遵守的基本策略及重要意义，对银行服务管理过程中的关键策略和关键衔接的内容进行了分析，提出提高客户服务营销的可感知性、提升银行营销的创新水平、客户分类到分析客户价值的衔接、分析客户价值到提升服务质量的衔接等内容，本文在银行服务战略上提出了商业银行要不断加强战略管理以应对市场竞争，积极调整信贷结构，发展中间业务，发挥整体联动优势，扩展机构功能，增强核心竞争力的思路和理由，进一步阐述了做好银行服务细化管理的着重点和必要性，从而以点带面提出商业银行应遵循的客户服务核心思想和策略。 　　综上所述，各银行服务管理过程中要正确的面对新环境、新任务、新挑战，不断加强自身的业务、管理等多方面的升级和改造，经营管理方式都要从传统渠道向新兴渠道迅速、准确、稳妥的转变。在丰富自身产品的同时，通过联合其他行业、扩充自身业务品种和业务范围，有效的提升品牌知名度，打造多功能的服务型银行，使银行服务向更深层次发展，同时只有在服务过程中更加贴近实际，更加注重服务的系统管理，充分利用现代企业服务管理的手段不断的充实和细化服务品质，确保银行的发展更加适合市场需求，才能使商业银行在激烈的竞争中占得先机。 　　　关键词：中信银行；客户服务；策略研究
英文摘要：	Since the implementation of reforming and opening-up policy, China’s economy development is obvious. In China, the growth of wealth is not only limited to the increment of salary of ordinary people, the amount of available cash on hands, and transformation of consumption ideas, but also related to the development of financial industries due to the development of macroeconomic environment. With the development and reformation of financial services, commercial banks are not only known for making deposits and withdrawals of cash, bankers start realizing that working with enterprises are only small portions of the banking industries, having solid business relationships with general clients are the core banking businesses that have huge potentials of development. Even though the bankers start realizing the importance of clients, focusing on improving the quality of services management, trying to think on clients’ perspectives, around improving services, winning customers, building brand names and several other ways to show the advantages and superiority of the services, bankers need to improve on building and keeping a stabilized relationship with clients. There are many reasons for this situation, such as the lack of professional knowledge, innovation ideas, and deeper level of knowledge on customer managements. Also, the structure of banking systems, operational management, and general policies are important reasons. Thus, consummating the customer services management is the key concept of the development of commercial banks. 　　 This study will start with analyzing the importance of developing commercial banks, pointing out the significance of customer services management among commercial banks, and using related theories on market environments, marketing strategies, competition strategies and etc to analyze in order to make the customer services as core value of the study and to consummate the studying direction of bank’s customer services management. The study will also analyze the importance of customer services to commercial banks, the principle of customer services among commercial banks, operational strategies, and marketing contents. Then it will use China Citic Bank as an example of representative of one of the most important commercial bank national wisely. By analyzing the services system, services management, unsolved problems, goal of customer services and basic strategies, it will show the common problems of customer services managements in banking industries. The study will especially focus on summarizing product strategies, price strategies, customer strategies and services strategies, detailed the reality, dynamic management and fine management on the principle of customer services management. By using the previous sections combined with real- world cases to indicate the basic strategies that customer services management departments should follow, which are expansion will strategy, centralized control strategy, marketing mix strategy. It will also analyze the key strategies and the concept of linking of banking services management, propose the improvement of customer services’ perceived resistance, level of marketing innovation, customer segmentation, value analysis, and improvement of the quality of services. The study advices that the commercial banks should keep improving on strategy management to face the market competitions, adjusting the structure of loaning systems, developing middle businesses, take advantage of combining systems, expand the functions of banks, and improve the power core competition and reasons. In addition, it also states the importance and necessity of detailed services management in order to bring a bigger picture of the structures and strategies that commercial banks should follow. 　　In conclusion, to face the new environments, new tasks, and new challenges, the financial services management of banking industries should continue to improve and upgrade themselves in businesses and management. Operational management should be transferred from the old traditional way to the newer one fast, accurate and stable. At the same time of diversifying the product, by working with other industries, expand the variety and scope of business to improve the brand name efficiency, create multi-purpose and services-oriented bank. The goal is to improve the banking industries into the next level. In order to take advantage in the competitive environments, banking industries should get closer to reality, and focus on services management and bring the development of banking industries more suited to market demands, use more advantaged way to manage the businesses and detailing the quality of services to make sure the banking industries follow the demands of markets. 　　Key Words: CITIC BANK; Customer Service ; Strategies
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