目录
41文臟 1
英文摘要 3
第1章绪论 5
1.1研究背景 5
1.2研究意义 6
1.3研宄内容和方法 7
1.3.1研宄范围 7
1.3.2研究方法 ， 7
1.3.3研究思路 8
1.3.4主要内容 8
1.4论文创新点 9
第2＃理论？文献综述 11
2.1流程再造理论研究综述 11
2.1.1流程再造的内涵 11
2.1.2流程再造的基本原则 11
2.1.3流程再造的影响因素 12
2.1.4流程再造的指导方针 12
2.2银行流程再造理论的研究进展 13
2.3银行客户化运营研究 15
第3章A银行厅堂服务流程现状及问题分析 18
3.1 A银行现状 ； 18
3.1.1 A银行简介 18
3丄2 A银行外部环境分析 18
3.1.3 A银行内部环境分析 19
3.2 A银行厅堂服务流程现状及问题分析 19
3.2.1 A银行厅堂服务现状 19
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山东大学硕士学位论文
3.2.2主要存在问题 22
3.2.3问题原因分析 30
第4章A银行厅堂客户化运营服务流程再造方案设计 31
4.1客户化运营的特征 31
4.2客户化运营服务的必要性分析 32
4.3客户化运营服务的可行性分析 33
4.4客户化运营服务流程再造目标 34
4.5客户化运营服务流程再造方案设计 35
4.5.1总体指导思想 35
4.5.2方案框架 35
4.5.3方案具体内容 36
第5章A银行厅堂客户化运营服务流程再造方案的实施 55
5.1实施规划 55
5.1.1组织架构 55
5.1.2管理机制 55
5.1.3实施规划 56
5.2实施导入过程 56
5.2.1准备工作 57
5.2.2实施导入过程 57
5.2.3实施成果 72
5.2.4现场案例反馈 73
第6章总结 74
6.1论文取得的成果 74
6.1.1论文研究取得的成果 74
6.1.2银行厅堂服务流程再造创新的启示 74
6.2论文存在的不足 75
76
附录 80
致谢 90
II
山东大学硕士学位论文
CONTENTS
Chinese Abstract 1
English Abstract 3
Chapter I Introduction 5
1.1 Research background 5
1.2 Research significance 6
1.3 Reseeu＇ch contents and methods ........7
1.3.1 Research scope 7
1.3.2 Research methods 7
1.3.3 Research framework 8
1.3.4 Main contents 8
1A Innovation points 9
Chapter II Theory and literature review 11
2.1 Process reengineering theory review 11
2.1.1 The connotation of process reengineering 11
2.1.2 Basic principles of process reengineering 11
2.1.3 The influencing factors of process reengineering 12
2.1.4 Guidelines for process reengineering 12
2.2 Bank process reengineering research progress 13
2.3 Bank Customization operation research 15
Chapter m Present situation and problem analysis of the service process of bank A. 18
3.1 Bank A present situation 18
3.1.1 Bank A introduction 18
3.1.2 External environment analysis of bank A 18
3.1.3 Internal environment analysis of bank A 19
3.2 Present situation and problem analysis of bank A hall service process 19
3.2.1 Present situation of bank A hall service 19
3.2.2 Major problems 22
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山东大学硕士学位论文
3.2.3 Reasons analysis 30
Chapter IV Bank A haD customization operation service process reengineering scheme 31
4.1 Customization operation characteristics 31
4.2 Customization operation service necessity analysis 32
4.3 Customization operation service feasibility analysis 33
4.4 Customization operation service process reengineering objectives 34
4.5 Customization operation service process reengineering design 35
4.5.1 General guiding ideology 35
4.5.2 Scheme framework 35
4.5.3 Program specific contents 36
Chapter V Ixnplneiitation of bank A customization operation service process reengineerii55
5.1 Advance planning 55
5.1.1 Organizational structure 55
5.1.2 Management mechanism 55
5.13 Propulsion plan .......56
5.2 Implements the input process 56
5.2.1 Preparation 57
5.2.2 Input process 57
5.2.3 Results 72
5.2.4 Customer case feedback 73
Chapter VI Summary 74
6.1 Thesis results 74
6.1.1 Thesis results 74
6.1.2The inspiration of bank hall service process reengineering innovation ..74
6.2 Thesis inadequate ＂75
Reference 76
Appendix 80
Acknowledgements 90
IV
山东大学硕士学位论文
中文摘要
近年来，先进的信息技术发展和互联网金融的异军突起给传统金融服务模式
带来了颠覆性的冲击。与之相应的是，商业银行在产品同质化严重、盈利模式单
一、业务流程处理复杂等方面存在的弊端日益显现。商业银行原有的服务模式不
能满足客户追求的高效、便捷、安全的金融服务需求，体现在商业银行厅堂服务
中的问题和矛盾日益尖锐。实施流程再造，重塑以客户为中心，以市场为导向，
以科技为引领的服务模式创新已经成为国内商业银行提高自身竞争优势的战略选
择。

本文以A银行为例，运用流程再造的系统理论，为A银行重新梳理厅堂服务
流程，从而彻底有效改造传统银行服务模式，形成以客户化运营服务流程为核心
的全新银行服务模式。

首先论文对商业银行厅堂客户化运营服务流程再造的研究背景和意义进行了
阐述，对银行流程再造理论和其研究进展进行了深入研究和论述。然后运用该理
论对A银行的厅堂服务流程存在的问题进行了一一分析，从而为A银行全新打造
出一套以客户为中心的客户化运营服务流程方案，改善目前日益突出的厅堂服务
矛盾，提高业务办理效率，提高营销成果，让客户收获更好的服务体验。期间，
对于方案的核心一一厅堂客户化运营的理念和内容进行了详细的介绍。从客户化
运营概念、自助设备布置、人员岗位设置、厅堂格局及营销服务流程等方面入手
实现厅堂服务流程再造与创新。同时，论文对新的服务流程方案的推进及实施可
行性进行了细致的剖析，突出了本次服务流程创新的优势，通过对不同类别的客
户提供不同的服务营销方式，从而达到提升客户的忠诚度，提高该银行的核心竞
争力的目的。

最后，挑选了 1家支行网点进行新模式推行，详细制定了推行规划和导入步
骤，并收集了初期的试运营反馈，证实了新的方案大大改善了原有的模式带来的
一系列矛盾和问题，又进一步根据反馈情况进行流程再造方案的优化和改进，并山东大学硕士学位论文
继续向其他网点扩展应用。此次流程再造在改变原来固有的服务模式，对A银行
带来新的生命力的同时也抛砖引玉，希望给其他商业银行服务模式的创新带来一
点借鉴。

关键词：商业银行；客户化运营；流程再造山东大学硕士学位论文
ABSTRACT
In recent years， the development of advanced information technology and the
emergence of Internet finance have brought a disruptive shock to the traditional i
financial services model. Correspondingly，the disadvantages of commercial Banks in
the aspects of product homogeneity， single profit model and complex business process
are becoming more and more obvious. The original service model of commercial Banks
cannot meet the demands of efficient， convenient and safe financial services， which is
reflected in the sharp contradictions in the service of commercial Banks. It has become
a strategic choice for domestic commercial Banks to improve their competitive
advantage by implementing process reengineering， re－establishing customer－centric，
market－oriented and technology－driven service model innovation.
Taking bank A as an example， this paper uses the system theory of process
reengineering to reorganize the hall service process for bank A， so as to effectively
transform the fraditional banking service mode. A new banking services model which
takes customer－centric operation service process as the core will be formed.
Firstly， this paper expounds the research background and significance of bank
process reengineering， and carries on further researches and describes on the theory of
bank process reengineering and its research progress. Then using the theory of bank
process reengineering， the paper carries on the analysis about the problems existing in
bank A hall service process. Thus this paper make a new customer－centric operation
service process scheme to improve the current prominent contradictions increasingly in
the hall service， to improve the efficiency of business to deal with， to improve
marketing achievement，to bring better service experience for the customer. In this
scheme，the core—the concept and content of the customer－centric operation process of
the hall will be introduced in detail. From the aspects of customer－centric operation
concept，operation equipment layout，personnel position setting，hall pattern and service
process changes， the service process reengineering and innovation can be realized. At
the same time， the implementation and feasibility of the new service process schemes
will carries on the detailed analysis in this thesis，to highlight the advantages of the山东大学硕士学位论文
service process innovation， based on the different types of customers with different
ways of service marketing，so as to improve customer loyalty，and improve the bank’s
core competitiveness.
Finally， one branch was selected to trial run. The initial pilot feedback confirmed
that the new scheme has been greatly improved the series of contradictions and
problems original model brings. Further according to the feedback the process
reengineering scheme will be optimized and improved， and continue to expand to the
other branches application. The process reengineering brings the changes in the original
service mode，and new vitality to the bank A. The author also hopes to bring other
brothers commercial banks some service mode innovation points.
Key words： Commercial banks； Customer－centric operation； Process reengineering
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