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论文编号：	9559
作者编号：	2120152776
上传时间：	2017/12/7 11:48:31
中文题目：	中国银行青岛分行客户关系管理研究
英文题目：	Research on Customer Relationship Management of Bank of China Qingdao Branch
指导老师：	任星耀
中文关键字：	客户关系管理，中国银行青岛分行，个人客户，客户价值
英文关键字：	Customer Relationship Management, China QingDao Branch, personal account, Customer value
中文摘要：	摘要 随着信息技术的进步和市场经济的繁荣，金融行业迈进“互联网时代”，移动支付方式不断优化，以网络为载体的第三方支付机构的市场份额不断扩大，金融行业的结构和发展趋势已悄然改变。金融行业在发展和竞争之中，理财产品之间的收益差异逐渐缩小，理财管理也在技术的成熟和理论的普及之下降低了难度，对银行的发展提出了更高的要求。 中国银行青岛分行也在市场的变革中积极寻求出路，从“比拼产品”转型到“比拼客户”，将发展的重点放在了客户关系管理方面。中国银行青岛分行的生存和发展离不开客户的支持和关注，如何拓展青岛当地有限的客户资源，如何进一步实现与客户之间的关系优化，如何提升银行的客户价值，成为中国银行青岛分行实现效益增长，提升综合竞争力的关键。 因此，本文对中国银行青岛分行的客户关系管理进行研究，分析其在客户关系管理中的表现，探讨其中存在的问题，并结合相关的理论提出发展的建议。 第一，在大量的文献研究和资料整理中，概括客户管理管理的概念，总结相关的理论，梳理客户管理管理的实施措施，为论文奠定理论基础； 第二，通过对青岛当地金融市场的调查研究和对中国银行青岛分行内外环境的分析中，主要从推力因素和拉力因素方面明确中国银行青岛分行进行客户关系管理的必要性；中国银行青岛分行客户关系管理的推力因素方面，市场竞争激烈，截至目前，青岛的外资银行多达十余家，其中家包括汇丰等世界银行，除此之外，国内其他银行也在青岛纷纷设置分支机构，这使得银行业的竞争趋于白日化。具有百年历史的青岛经济发达，金融业的竞争也异常激烈。基于以上原因，对于中行青岛分行而言，其发展的最大压力来自于同行业的竞争，特别是来势汹汹的外资银行。另外，其发展遇到瓶颈。只有通过服务质量的提高和服务内容的丰富才能吸引客户。这就要求国有银行必须重视个性化服务的提供，当然可以通过有关流程的优化来促进服务质量的改善。如果商业银行不对客户及其需求进行分类和细化，就难以精准掌握其需求，这就会埋下隐患，将客户拱手让给竞争者，长此以往就会形成恶性循环，使客户对银行失去信心，最终使银行连原有的客户或市场都会丧失殆尽。市场环境的变化改变了银行与客户之间传统的关系，这就使得银行客户关系的管理变得尤为重要，也使得银行对于这一管理的要求变得更高。 中国银行青岛分行客户关系管理的拉力因素方面，存量客户基础雄厚的先天优势。截止2016年底，该行共吸纳社会各界存款750亿元人民币，带出贷款金额也高达549亿元人民币，由此创造了8亿元人民币的税前利润，这一起都得益于庞大和优质的客户群。集中有限的资源开发最优质的客户是客户关系管理所要达到的最终目的。由于客户遍布全球，这就要求银行必须拥有标准的方式，并分析每一个子市场的有关信息，这就催生了客户关系管理。另外，大资管时代到来带来的发展机遇。受到全球化浪潮的影响，基于全球资产管理的市场日益完善，规模也日趋庞大，业界已经认可了金融业的混业经营。世界很多国家的机关机构不得不改变传统的监管理念，默许甚至鼓励各经融机构进行多元化发展，这加剧了资产管理业的竞争，迫使该行业迈入创新和混业经营时代。银行借助客户关系管理来改善与客户之间的关系，通过进口客户需求并为之提供全面优质的服务以获得市场份额。在越来越开放的金融市场环境中，赢得客户者得市场已经成为走遍天下的定律，纵观商业银行的发展历程不难发现实施客户关系的可行性和必要性。基于此，银行只有通过全面落实客户关系管理方能赢得稳定而优质的客户群。 第三，采取调研法剖析中国银行青岛分行客户管理管理的现状，结合客户关系管理的理论探讨其中存在的问题即对客户关系管理重要性的忽视，对客户细分管理的不足和客户关系管理制度的问题；客户关系管理理念认识不到位 、客户细分体系薄弱，差异化营销不明显、客户关系管理制度存在业务系统块块分割和没有清晰的职权关系。导致客户关系管理中存在问题的原因主要包括：客户关系管理理念尚未深入人心、中国银行青岛分行未进行有效的客户细分，对客户关系管理能力较低。 第四，针对中国银行青岛分行在客户关系管理中的问题，提出相应的解决对策，最后从人力资源、企业文化和技术三个角度探讨对策实施的保障措施。在归纳总结中国银行青岛分行客户关系管理现状的基础上，对存在的问题进行具体分析，重点提出以打造最佳客户关怀为目标、以识别区分客户为手段、以专业化团队培养和流程优化为抓手的三大客户管理优化策略，并为优化策略的成功建立了制度和文化方面的保障，以期对银行的发展提供理论借鉴与思路参考。针对青岛分行客户关系管理中存在的问题做出相应的解决对策。首先，将客户关怀作为目标，然后从产品、设施以及服务等方面建立客户关系保障措施。其次，针对不同级别的客户提供个性化服务，从市场细分到差异化营销分析客户关系管理理论，挖掘客户需求，使其成为忠诚客户。最后，在客户关系管理方面紧抓客户关键需求。这样不仅能增强销售队伍人员综合素质，增强业务能力，还可重新规划业务流程，让客户真实感受到其存在价值，增强满意度，提升忠诚度和客户关系管理水平。 第五，在客户关系管理提升策略的基础上，重点研究客户关系管理提升策略的实施保障。客户关系管理是中国银行青岛分行的一项长期发展任务，在分析客户关系管理中存在问题的基础上，提出具有针对性和可行性的解决办法，作为客户关系管理的基础和前提，需要通过实施保障来提升策略的使用水平，确保策略的顺利实施。企业文化建设保障。应高度重视客户关系管理的战略地位和加强内部管理文化建设。人力资源保障方面，应建立优胜劣汰的人员动态调整机制、制定简单明了的计价式考核办法和搭建培养交流的员工成长平台。技术保障方面，应构建完善的CRM信息系统和组建专业的技术团队。 关键词：客户关系管理；中国银行青岛分行；个人客户；客户价值
英文摘要：	ABSTRACT With the progress of information technology and the market economy, the financial industry into the Internet era, mobile payments continue to optimize the network as the carrier, the third party payment institutions continue to expand market share, financial structure and development trend of the industry has quietly changed. In the development and competition of the financial industry, the income gap between financial products gradually narrowed, financial management also reduced the difficulty under the mature technology and the popularity of the theory, and put forward higher requirements for the development of the bank. The Bank of China Qingdao branch also actively seeks a way out in the market change, from "competition product" to "competition customer", the focus of development is on customer relationship management. The survival and development of the Qingdao branch of the Bank of China cannot do without your support and attention, how to expand the local Qingdao limited customer resources, the relationship between how to achieve further optimization with customers, how to enhance the bank's customer value, become the China bank Qingdao branch to achieve profit growth, enhance the comprehensive competitiveness of the key. Therefore, this paper studies the customer relationship management of Qingdao branch of Bank of China, analyzes its performance in customer relationship management, discusses the existing problems, and puts forward suggestions for development in the light of relevant theories. First, in a large number of literature research and data collation, summarizes the concept of customer management, summarizes the relevant theories, sort out customer management management measures, to lay the theoretical foundation for the paper; Second, through the investigation and study of Qingdao local financial market and the analysis of the Chinese bank Qingdao branch of internal and external environment, the necessity from the push factors and pull factors, clear China bank Qingdao branch of the customer relationship management; customer relationship management aspects of push factors China Bank branch in Qingdao, the market competition is intense, as of now, Qingdao foreign banks as many as a dozen, which including HSBC, the world bank, in addition, other domestic banks have set up branches in Qingdao, which makes the competition in the banking sector tends to be a. Qingdao, which has a hundred years of history, has developed economically and the competition in the financial industry is also fierce. Based on the above reasons, the Qingdao branch of Bank of China, the development of the maximum pressure from the competition in the same industry, especially menacing foreign banks. In addition, its development has encountered bottlenecks. Only through the improvement of service quality and the rich content of service can attract customers. This requires the state-owned banks must pay attention to the provision of personalized service, of course, through the optimization of the relevant processes to promote the improvement of service quality. If the commercial bank customer demand and wrong classification and refinement, it is difficult to accurately grasp the demand, which will lay hidden, losing clients to competitors, if things go on like this will form a vicious spiral, allowing customers to lose confidence in the bank, the bank with the original customer or market will be lost. The change of market environment has changed the traditional relationship between banks and customers, which makes the management of bank customer relationship become particularly important, and also makes the demand for the management of this bank become higher. The pull factor of customer relationship management of Qingdao branch of Bank of China, the inherent advantage of the stock customer base is strong. By the end of 2016, the bank has attracted 75 billion yuan of deposits from various sectors of the society, bringing the amount of loans up to 54 billion 900 million yuan, thus creating a pre tax profit of RMB 800 million yuan, which benefited from the huge and high-quality customer base. It is the ultimate goal of customer relationship management to focus on limited resources and develop the best customers. Because customers all over the world, this requires banks must have a standard way, and analysis of each sub market information, which led to the customer relationship management. In addition, the development opportunities brought by the era of big information management era. Under the influence of globalization, the market based on global asset management is becoming more and more perfect, and the scale is becoming larger and larger. The industry has recognized the mixed operation of the financial industry. Many countries and institutions in the world have to change the traditional concept of supervision, acquiescence and even encourage the diversified development of financial institutions, which intensifies the competition of the asset management industry, forcing the industry to enter the era of innovation and mixed operation. With the help of customer relationship management, banks can improve their relationship with customers and gain market share by importing customers' demand and providing comprehensive quality services. In the more and more open financial market environment, winning the market of customers has become the law all over the world. Looking at the development process of commercial banks, it is not difficult to find the feasibility and necessity of the implementation of customer relationship. Based on this, the bank can only win the stable and high quality customer group through the comprehensive implementation of customer relationship management. Third, take the research method to analyse the current situation of the management of customer management Chinese bank Qingdao branch, combined with the theory of customer relationship management to explore the problems of customer relationship management to the neglect of the importance of customer segmentation, lack of management and customer relationship management system; customer relationship management knowledge is not in place, customer segmentation system is weak, the difference marketing is not obvious, the customer relationship management system business system block segmentation and no clear authority relationship. The reasons for the problems in customer relationship management mainly include: the concept of customer relationship management has not yet been rooted in the hearts of the people; the Qingdao branch of the Bank of China does not carry out effective customer segmentation, and the ability of customer relationship management is low. Fourth, in view of the problems of customer relationship management in Qingdao branch of Bank of China, the corresponding countermeasures are put forward Key?words：?Customer?Relationship?Management;?China?QingDao?Branch;?personal?account;?Customer?value
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