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MBA毕业论文_国邮政储蓄银行开封市A支行客户关系管理研究PDF

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从消费市场看,客户是经济市场的主体,客户是决定企业发展和生存的关键力量, 客户的需求对企业的营销决策产生根本性的影响。从企业层面看,客户满意度直接影响 着客户的忠诚度,并最终影响企业的利润水平和竞争能力。如何能提升企业的服务意识, 提高企业的管理水平,完善企业的服务体系,打造更具黏性的客户关系,显得尤为重要。 中国邮政集团公司作为国内唯一实现三流合一(信息流、现金流以及实物流)的大 型央企,经过长期的发展目前已经构建起来可以连通万村千乡的完善网络,用户规模达 到了4亿人。中国邮储银行在2007年正式成立,在管理上采用的是独一无二的“自营+ 代理”模式,其中,有超过80%的网点属于邮政代理金融网点,服务着中国邮政储蓄银 行90%以上的客户。近4万个代理网点经营管理方实际上是邮政公司,至于邮政储蓄银 行则是对其开展的邮政金融业务提供监督与指导。因为受到双重管理以及粗放式经营等 因素的影响,代理网点的客户关系管理面临着多方面的问题。在此背景下,中国邮储银 行如果想要实现进一步发展,“自营+代理”模式下的网点客户关系管理显得尤为重要。 所以,研究邮储银行“自营+代理”管理模式之下的代理网点客户关系管理问题也就具 备了理论与实践的双重意义。 本文选择邮政代理金融网点开封市A支行作为切入点开展研究分析,应用客户关系 管理、客户细分、客户关系营销等相关理论知识,结合现行的管理制度以及收集整理的 相关数据信息,从客户存量、员工服务、设备设施、客户信息处理系统等层面对该支行 当前客户关系存在的问题予以揭示,并对存在的问题进行原因分析,在此基础上提出具 有针对性的建议。具体如下:第一章对该研究的背景、意义、内容和方法进行概述,并 对目前国内外研究的现状进行综述。第二章阐释客户关系管理的概念和理论基础。第三 章从客户存量、员工服务等层面简述邮政储蓄银行开封市A支行客户关系管理的现状。 第四章通过对A支行客户关系管理的现状和客户满意度问卷调查结果分析该行客户关系 管理存在的问题,主要包括客户基础薄弱、客户服务满意度不高、客户管理理念淡薄、 基础设施老旧、客户细分不到位、未充分运用CRM管理系统;文章接着分析了问题存在 的原因,主要包括该支行缺乏高素质的营销团队、忽略硬件设施在客户关系管理中的作 用、客户细分不全面、忽视CRM管理系统的便捷性和有效性。针对该支行存在的问题和 II 原因分析,第五章依据客户关系理论提出四点建议:第一,利用4P理论和客户关系营 销理论,培养高素质营销团队;第二,利用生命周期理论,对设备设施进行改建,打造 温馨支行;第三,依据客户细分理论,建议实施客户分层管理;第四,充分运用CRM管 理系统。第六章对本文进行总结,并对未来研究方向进行展望。 关键词:邮政储蓄银行;客户关系;客户细分 III ABSTRACT From the perspective of the consumer market, the customer is the main body of the economic market, and the customer is the key force that determines the development and survival of the enterprise. The customer's demand has a fundamental impact on the marketing decision of the enterprise. From the perspective of the enterprise, customer satisfaction directly affects customer loyalty, and ultimately affects the profit level and competitiveness of the enterprise. How to improve the service awareness of the enterprise, improve the management level of the enterprise, improve the service system of the enterprise, and create a more sticky customer relationship are particularly important. As the only large state-owned enterprise in the country that realizes three-in-one integration (information flow, cash flow, and physical logistics), China Post Group has established a comprehensive network that can connect thousands of villages and thousands of villages after a long-term development. The number of users has reached 400 million. . The China Postal Savings Bank was formally established in 2007, and adopts a unique "self-employed + agency" model in management. Among them, more than 80% of the branches belong to postal agency financial outlets, serving more than 90% of China Post Savings Bank. client. The operators of nearly 40,000 agency outlets are actually postal companies, while the Postal Savings Bank provides supervision and guidance on postal financial services. Due to the influence of factors such as dual management and extensive management, the customer relationship management of agency outlets is facing many problems. In this context, if China Post Bank wants to achieve further development, the customer relationship management of outlets under the "self-employed + agency" model becomes particularly important. Therefore, research on the customer relationship management of agency outlets under the "self-managed + agency" management model of the Postal Savings Bank has dual significance in theory and practice. This article selects the postal agency financial network Kaifeng City A branch as the entry point for research and analysis. It applies relevant theoretical knowledge such as customer relationship management, customer segmentation, and customer relationship marketing, combined with the current management system and relevant data information collected and sorted, from the customer stock , Employee service, IV equipment and facilities, customer information processing system and other aspects to reveal the existing problems in the current customer relationship of the sub-branch, and analyze the reasons for the existing problems, based on this, put forward targeted recommendations. The details are as follows: Chapter 1 summarizes the background, significance, content and methods of the research, and summarizes the current status of research at home and abroad. The second chapter explains the concept and theoretical basis of customer relationship management. The third chapter briefly introduces the current situation of customer relationship management of Kaifeng A branch of Postal Savings Bank from the aspects of customer stock and employee service. The fourth chapter analyzes the existing problems of customer relationship management of the A branch by analyzing the current situation of customer relationship management and customer satisfaction questionnaire survey, which mainly includes weak customer base, low customer service satisfaction, weak customer management concept, and old infrastructure, the customer segmentation is not in place, and the CRM management system is not fully used; the article then analyzes the reasons for the problem, including the lack of a high-quality marketing team in the branch, the neglect of the role of hardware facilities in customer relationship management, Comprehensive and neglecting the convenience and effectiveness of the CRM management system. For the analysis of the problems and reasons of this branch, Chapter Five puts forward four suggestions based on the theory of customer relationship: first, use the 4P theory and customer relationship marketing theory to cultivate high-quality marketing teams; second, use the life cycle theory to rebuild equipment and facilities to create warmth Sub-branch; Thirdly, it is recommended to implement hierarchical customer management based on the customer segmentation theory; Fourthly, the CRM management system is fully utilized in combination. Chapter 6 summarizes this article and looks forward to future research directions. KEY WORDS: Postal savings bank;Customer relations; Customer segmentation V 目 录 摘要...............I ABSTRACTIII 1 绪 论..........1 1.1 研究的背景.....................1 1.2 研究意义.........................2 1.3 文献综述.........................2 1.3.1 研究现状...............2 1.3.2 文献述评...............4 1.4 研究内容和方法.............5 1.4.1 研究内容...............5 1.4.2 研究方法...............5 1.5 创新之处.........................6 2 相关概念与理论基础...............7 2.1 相关概念.........................7 2.1.1 客户关系管理的内涵..........................7 2.1.2 银行客户关系管理的特征与作用......8 2.2 理论基础.........................8 2.2.1 客户细分理论.......8 2.2.2 客户关系营销理论..............................9 2.2.3 营销4P理论.......11 2.2.4 客户生命周期理论............................12 3 A支行发展现状......................13 3.1 邮政储蓄银行概况.......13 3.2 A支行的外部环境分析14 3.2.1 政治环境.............14 3.2.2 经济环境.............14 VI 3.2.3 社会文化.............15 3.2.4 技术环境.............15 3.3 A支行的内部环境分析16 3.3.1 A支行的概况......16 3.3.2 A支行客户关系管理