伴随着经济环境的变迁发展和城市化进程的不断深入,工商银行HP支行的个人客

户关系管理已越来越无法适应外部环境变化的脚步,在运营管理中暴露出了各种各样的

问题。本论文的研究目的旨在深入发掘该支行客户管理落后的成因,从中找出整改的关

键,通过对客户关系管理体系的分析研究,设计出一套适合该行并可实施的客户关系管

理方案。

本论文在研究的过程中运用了管理学、统计学、金融学等领域的理论知识,首先分

析了客户关系管理的产生与发展。接着又采取了实证分析的方式,从定量和定性两方面

评价了工行HP支行的个人金融业务现状、客户发展现状以及客户管理团队现状,分别

就其中存在的问题进行了剖析,指出该行目前不仅各项指标落后于系统内的等量级别

行,而且在服务方面执行力弱、业务流程效率偏低、客户经理体制存在缺陷。

在对现状和问题进行分析的基础上,本文有针对性的提出了该行客户关系管理可以

釆纳的相关策略,围绕以客户为中心的基本理念,从产品、人员、服务、网点、投入五

个方面进行了深入研究,指明了该行应及时更新产品、优化人员结构、调整服务观念、

重新布局网点、釆用收放自如的投入策略。最后,以上述策略方针为依据,重点以工行

HP支行急待解决的几个关键问题为例,筹划了具体实施方案。具体包括:建设、优化客

户管理团队、构建高效客户关系管理信息系统、完善各种服务配套软硬件环境。这些方

案对工行HP支行完善其现有客户管理体系具有较强的现实指导意义,希望也能对其他

商业银行的客户关系管理起到一定的借鉴作用。

关键词:商业银行;个人客户;客户关系管理;策略研究

东北大学硕士学位论又
Abstract

Research on individual customers relationship strategy management of

Industrial and Commercial Bank of China Branch HP

Abstract

Along with the deepening of the economic changes in the environment of development

and urbanization, the HP Branch Industrial and Commercial Bank of China personal customer

relationship management has become increasingly root is not on the pace of changes in the

external environment. It exposed in a variety of problems in the operation and management.

The purpose of this thesis is to explore the causes of the backward branch customer

management depth with a sincere attitude. To find the key to the rectification, through the

analysis of the customer relationship management system, designed a plan of customer

relationship management solutions which suit HP Branch situation and can be implemented.

In this thesis,used the principle of management, statistics,finance, and many other

knowledge in the process of the study. At first, I have analyses the emergence and

development of customer relationship management. Next I take the empirical analysis from

both quantitative and qualitative evaluation of the HP Branch services, customer development

status and client management team of the conditions. In depth analysis of the problems,

pointed out that the bank is not only the mark lower than the equal level, but also in the

implementation of the services is weak, the inefficient of business process, and customer

manager system in defect. And next, the bank customer relationship management strategy

which can be adopted around the basic concept of customer-centric products has been present,

people,services, network,invest five aspects of the in-depth study. Indicating that the

products should be timely updated, the personnel structure should be optimized, the service

should be adjust, re-distribution networks, the cost should be in control freely. Finally, on the

basis of the strategic direction, the papers think that ICBC HP Branch need to be solved

several key issues, for example, planning a specific embodiment. Construction, optimize

customer management team, to build efficient customer relationship management information

systems, and to improve the various services supporting hardware and software environment.