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MBA毕业论文_国工商银行吉林市分行零售客户关系管理研究PDF

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自改革开放以来,我国经济长期维持在高速增长状态,银行业也随之迅猛发 展。据不完全统计,全国现在已有4000多家银行机构,18万余家商业银行网点。 由工、建、中、农、交五家国有股份制商业银行、12家全国性股份制商业银行、 100多家城市商业银行以及数不清的农村商业银行构建起庞大的银行业网络。随 着社会有序发展和科学技术的突飞猛进,不同性质商业银行间的产品与服务同质 化越来越强,以往以理财保险等金融产品为核心、以销售为发展手段的经营策略 逐渐转化为以客户为中心的发展趋势所替代,若是能充分掌握和了解客户需求, 强化客户粘性与联系,多层次深入挖掘和归集整理现有客户资源,就能够抢占市 场先机,在激烈的竞争中立于不败之地。所以说,以客户管理与维护为核心的经 营理念将为银行机构在市场竞争中提供有力支持。与此同时,银行行业竞争力提 升,拓展新客获取渠道、维系存量客户资源以及有效提升客户效益贡献占比成为 众多银行机构趋之若鹜的目标。潜在客户与已有客户的行为个性化、多元化、国 际化趋势日益显现,这也督促着银行业机构务必要将经营发展的重点放到客户关 系管理上来。 此文以客户关系管理理论为指导方针,通过描述中国工商银行吉林市分行实 际经营行为,理论结合实际,从工商银行吉林市分行经营实际出发,分析研究吉 林市分行零售客户的客户概况、忠诚度、客户价值、产品设计、服务制度、未来 发展。找出了工商银行吉林市分行在信息系统建设、技术平台建设、流程组织、 产品服务、人员配置上的不足,通过IDIC模型的运用,整合资源、分析问题, 探索和建立新经济条件下的对吉林市工商银行的客户关系管理模式,并提出相应 的改善措施。为保障改善措施的顺利实施,吉林市工商银行应健全零售客户分层 服务体系,并以IDIC模型为基础构建新型IT应用架构,以达到改进该行经营管 理、提高银行收益、提升区域内综合竞争实力的目的。 本文的研究成果对吉林市工商银行零售客户关系的改善起到一定的帮助,同 时也为其他同地区同业改善客户体验,促进长期业绩的提升提供可借鉴思路。 关键词:银行业;客户关系;IDIC模型 II Abstract Sincethereformandopeningup,China'seconomyhasmaintainedahigh-speed growthforalongtime,andthebankingindustryhasalsodevelopedrapidly. Accordingtoincompletestatistics,therearenowmorethan4000bankinginstitutions andmorethan180000commercialbankoutletsinChina.Itiscomposedoffive state-ownedjoint-stockcommercialbanks,12nationaljoint-stockcommercialbanks, morethan100UrbanCommercialBanksandcountlessruralcommercialbanksto buildahugebankingnetwork.Withtheorderlydevelopmentofsocietyandtherapid developmentofscienceandtechnology,thehomogenizationofproductsandservices amongcommercialbanksofdifferentnaturesisbecomingstrongerandstronger.The businessstrategythatusedtofocusonfinancialproducts,suchasfinancial managementandinsurance,andonsalesasthemeansofdevelopmenthasgradually beenreplacedbythedevelopmenttrendoffocusingoncustomers.Ifwecanfully graspandunderstandcustomerneeds,andstrengthencustomerstickinessand connections,Bydeeplyminingandcollectingtheexistingcustomerresources,wecan seizethemarketopportunityandbeinvincibleinthefiercecompetition.Therefore, thebusinessphilosophywithcustomermanagementandmaintenanceasthecorewill providestrongsupportforbankinginstitutionsinthemarketcompetition.Atthesame time,manybankinginstitutionsarescramblingtoimprovethecompetitivenessofthe bankingindustry,expandnewcustomeraccesschannels,maintainexistingcustomer resourcesandeffectivelyimprovetheproportionofcustomerbenefitcontribution. Thetrendofpersonalization,diversificationandinternationalizationbetweenpotential customersandexistingcustomersisincreasinglyemerging,whichalsourgesbanking institutionstofocusoncustomerrelationshipmanagement. Basedonthetheoryofcustomerrelationshipmanagement,thispaperdescribes theactualoperationbehaviorofJilinBranchofindustrialandCommercialBankof China,combiningthetheorywiththepractice,startingfromtheactualoperationof JilinBranchofindustrialandCommercialBankofChina,analyzesandstudiesthe customerprofile,loyalty,customervalue,productdesign,servicesystemandfuture developmentofretailcustomersofJilinBranch.Thispaperfindsoutthedeficiencies ofindustrialandCommercialBankofChinaJilinbranchininformationsystem construction,technologyplatformconstruction,processorganization,productservice andpersonnelallocation.Throughtheuseofidicmodel,itintegratesresourcesand analyzesproblems,exploresandestablishesthecustomerrelationshipmanagement III modeofindustrialandCommercialBankofJilinundertheneweconomicconditions, andputsforwardcorrespondingimprovementmeasures.Inordertoensurethesmooth implementationoftheimprovementmeasures,industrialandCommercialBankof Jilinshouldimprovethehierarchicalservicesystemforretailcustomers,andbuilda newITapplicationarchitecturebasedontheidicmodel,soastoachievethepurpose ofimprovingtheoperationandmanagementofthebank,improvingthebank's income,andenhancingthecomprehensivecompetitivenessoftheregion. Theresearchresultsofthispapercanhelptoimprovetheretailcustomer relationshipofindustrialandCommercialBankofJilin,andprovidereferenceideas forotherpeersinthesameregiontoimprovecustomerexperienceandpromote long-termperformance. Keywords:Banking;Customerrelations;IDICmodel IV 目录 摘要............................................................................................................................I ABSTRACT......................................................................................................................II 第1章绪论................................................................................................................1 1.1研究背景及意义..............................................................................................1 1.1.1研究背景.............................................................................................1 1.1.2研究意义.............................................................................................1 1.2国内外研究现状..............................................................................................3 1.2.1国外研究现状.....................................................................................3 1.2.2国内研究现状.....................................................................................4 1.3研究方法..........................................................................................................5 1.4研究框架..........................................................................................................7 1.5研究的创新点..................................................................................................6 第2章客户关系管理理论概述..................................................................................8 2.1客户关系理论概述..........................................................................................8 2.2客户关系管理相关理论..................................................................................9 2.2.1接触营销理论.....................................................................................9 2.2.2关系营销理论.....................................................................................9 2.2.3客户细分理论...................................................................................10 2.3IDIC模型......................................................................................................10 第3章工商银行吉林市分行零售客户关系管理现状分析......................................12 3.1工商银行吉林市分行经营发展现状............................................................12 3.1.1工商银行吉林市分行现状...............................................................12 3.1.2零售客户发展现状分析...................................................................13 3.2工商银行吉林市分行零售客户关系管理现状............................................13 3.2.1零售条线客户概况分析...................................................................13 3.2.2客户忠诚度分析...............................................................................14 3.2.3客户价值分析...................................................................................15 3.2.4产品设计分析...................................................................................15 3.2.5服务制度分析...................................................................................16 3.2.6客户未来发展分析...........................