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论文编号：	7855
作者编号：	2120132839
上传时间：	2015/12/7 21:25:21
中文题目：	中国建设银行信用卡客户关系管理策略研究
英文题目：	Research on Credit Card Customer Relationship Management Strategy of China Construction Bank
指导老师：	刘建华
中文关键字：	中国建设银行；信用卡；客户关系管理；服务质量；顾客抱怨
英文关键字：	China Construction Bank; credit card; customer relationship management； quality of service; consumer complaint
中文摘要：	信用卡业务在西方发达国家经过数十年的发展，已经进入成熟阶段，而中国商业银行的信用卡业务才刚刚起步。伴随着改革开放，中国的信用卡产业实现了高速发展，时至今日，发展中同时面临机遇和挑战。一方面，伴随着国内金融市场的不断改善，自2003年以来，中国的信用卡业务增长出现高潮，可以预见的是中国的信用卡市场已经进入了一个前所未有的竞争激烈的时代。许多中小规模的股份制商业银行因其经营灵活，不断推出多种多样的信用卡业务，导致原本信用卡市场份额占比较大的国有商业银行的优势逐渐降低，使国有银行面临巨大的竞争压力。另一方面，中国国民经济的迅速发展和国民生活水准的日渐提升，也为国内商业银行在信用卡市场上提供了广阔的拓展空间。 在前所未有的市场经济条件下，与客户建立稳固的关系，以客户为中心的组织才能在竞争中取得长远的优势。中国建设银行很有必要通过优质的客户服务，提升客户的满意度和忠诚度，增强客户与银行的关系，提升信用卡业务的盈利能力。寻求中国建设银行信用卡客户关系管理的应对策略，具有十分重要的理论价值和现实意义。 本文是针对中国建设银行信用卡客户关系管理策略的研究。首先介绍了本文的研究背景和研究意义，随后介绍了研究内容及方法；然后回顾了客户关系管理的相关理论、服务管理的相关理论；接着介绍了商业银行信用卡业务的定义及发展趋势、中国建设银行信用卡中心及信用卡运行中心；随后以中国建设银行为例，对信用卡客户关系管理现状进行了分析，并挖掘出问题产生的原因；根据相关理论，结合中国建设银行信用卡客户关系管理存在的问题提出了相应的管理策略；最后提出相应的保障措施，将中国建设银行信用卡打造成为中国第一的信用卡品牌。
英文摘要：	Credit card business in western countries after decades of development, has entered a mature stage, and the commercial banks of China in the credit card business has just started , at present, China's commercial banks in the credit card business development opportunities and challenges facing both . On one hand , along with the continuous improvement of the domestic financial market , since 2003 , China 's credit card business growth appeared a small climax, it is foreseeable that China 's credit card market has entered an unprecedented era of fierce competition , many small scale joint-stock commercial banks because of their flexible operation , has introduced a variety of credit card business , resulting in a larger proportion of the original credit card market share in the advantages of state-owned commercial banks gradually reduced, so that state-owned banks face enormous competitive pressures. On the other hand, with the rapid development of China's national economy , the growing standard of living improved , which in turn in the credit card business for the domestic banking market has provided a broad space to develop. In an unprecedented under the condition of market economy, to build a solid relationship with customers, take the customer as the center of the organization to obtain long-term competitive advantage in the competition. ?China Construction Bank, it is necessary through high quality customer service, improving customer satisfaction and loyalty, enhance customer relationships with Banks, improve the profitability of credit card business.?Seeking to China Construction Bank credit card customer relationship management strategy has very important theoretical value and practical significance. This article is aimed at China Construction Bank credit card customer relationship management strategy research. First, this paper introduces the research background and significance , and then describes the research content and methods ; then tells the relevant theories of customer relationship management and service management; then introduced the definition of commercial bank credit card business and development trends , China Construction Bank credit card center and credit card producing center ; followed by China Construction Bank , for example, analyzing the present conditions of the credit card customer relationship management, and dig out the causes of problems; according to the related theories , combined with the problems existing in the China Construction Bank credit card customer relationship management put forward the corresponding management strategy; Finally put forward the corresponding safeguard measures, and will build China's No.1 bank credit card brand.
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