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论文编号：	8836
作者编号：	2120142586
上传时间：	2016/12/8 23:50:28
中文题目：	中信银行QD分行客户关系管理研究
英文题目：	QD branch of CITIC Bank customer relationship management research
指导老师：	张永强
中文关键字：	银行零售业务营销策略;客户关系管理改善策略;服务营销策略
英文关键字：	Bank retail business marketing strategy;Customer relationship management improvement strategy;Service marketing strategy
中文摘要：	2007年美国爆发了严重的次贷危机，由此带来了全球经济格局的剧烈变动。我国在政策规划、经济发展方式等方面入手制定应对措施。近年来全球经济开始逐步复苏，我国经济将步入较为平稳的增长阶段，国内经济发展也出现了很多新问题。在此背景下，国内银行发展也迎来了新的挑战，银行将面临更加严峻的形势，包括盈利能力下降、资产结构的失衡等问题，因此，对于国内银行业而言，应该加强对市场环境的了解，实施有效的市场营销策略，对银行竞争实力的提高、盈利能力的提升具有重要作用。 本文以中信银行QD分行为研究分析对象，对中信银行QD分行零售业务的客户关系管理策略进行了深入分析。首先，以国内外的相关理论为切入点，阐述了客户关系管理理论和服务营销理论的相关概念和发展，并针对客户分层管理识别重点客户，客户满意度相关理论进行了综述。其次，对中信QD分行的营销环境从宏观、行业、微观三个维度进行了分析，并指出目前中信QD分行在零售业务营销管理现状及存在问题：与对标行指标差距较大、获客能力不足、客户关系管理系统不够完善、银行人员营销服务管理存在缺陷等。根据前面两章的分析，提出了中信QD分行零售业务客户关系管理策略优化方案，从客户关系管理改善策略和服务营销策略的总体规划、流程优化和具体实施方面进行深入阐述。最后，为保证客户关系管理策略优化方案的实施，本文针对性地提出从组织保障人员队伍建设、信息系统建设、企业文化建设等措施保障方案的实施。 通过对中信银行QD分行客户关系管理策略的研究，对于QD分行适应于当前竞争形势以及今后实现可持续性发展具有重大意义，对于商业银行综合实力的提高以及实现银行零售业务快速、稳定的推进也具有借鉴与参考意义。
英文摘要：	American serious subprime crisis broke out in 2007, which has brought dramatic changes in the global economic landscape. In policy planning in our country, the pattern of economic development and other aspects to develop countermeasures. Global economy began to recovery gradually in recent years, our country's economy will be relatively stable stage, the growth of domestic economic development, there is a lot of new problems. Under this background, the development of domestic Banks also ushered in the new challenge, Banks will face more severe situation, including decline in profitability, assets structure imbalance problem, therefore, for the domestic banking sector, should strengthen the understanding of the market environment, the implementation of effective marketing strategies, to improve the bank competition strength, profitability plays an important role. Based on the CITIC bank QD branch as the research object, the CITIC bank customer relationship management strategy of retail business of QD branch carried on the thorough analysis. First of all, with the domestic and foreign related theory as the breakthrough point, this paper expounds the theory of customer relationship management (CRM) and the related concept and the development of service marketing theory, and hierarchical management to identify key customers for customers, customer satisfaction theory are reviewed. Second, QD branch of CITIC marketing environment from the macro, industry and micro three dimension is analyzed, and pointed out that the current CITIC QD branch in retail marketing management current situation and existing problems of business: to standard bank index gap is larger, lacking the ability to get guest, customer relationship management system is not perfect, the bank staff marketing service management defects, etc. According to the analysis of the previous two chapters, CITIC QD branch retail business customer relationship management strategy optimization scheme, from the customer relationship management to improve the strategy and service marketing strategy of overall planning, process optimization, and expound the concrete implementation aspect. Finally, in order to ensure the implementation of customer relationship management strategy optimization scheme, this paper puts forward from the organization's security personnel team construction, information system construction, enterprise culture construction, etc. The implementation of the measures to guarantee scheme. By CITIC bank customer relationship management strategy research of QD branch, adapted to the current competitive situation and QD branches to realize the sustainable development is of great significance in the future, for commercial Banks to improve their comprehensive strength and bank retail business fast and stable advance also has reference and reference significance.
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