工商银行盐城亭湖支行个人客户关系管理的分析研究.pdf

硕士论文 w螋工商银行盐城亭湖支行,I、八各,一大永冒毪研元一摘要“以客户为中心、以市场为导向"是商业银行经营理念的革新,客户关系管理在商业银行的实施与推广,使商业银行建立起了“一对一"的全能化的营销服务模式,提高了商业银行经营服务的质量与水平。个人客户是工商银行盐城亭湖支行的重要经营支柱,而中高端个人客户的贡献度尤为突出,进一步改善盐城亭湖支行个人客户关系管理水平,提升客户满意度、忠诚度是该行亟待解决的问题。本文首先分析了客户关系管理的产生和内涵,对客户关系管理进行了理论回顾,总结以往研究的不足并提出自己对这一论题研究的看法;其次,介绍了中国工商银行个人金融业务的发展现状以及盐城亭湖支行个人金融业务在发展过程中存在的问题;接下来从实施内容方面对亭湖支行现有客户关系管理进行描述,并根据实际情况,从该行个人客户与银行自身两方面对该行个人客户关系管理的发展进行分析与研究,总结出该行目前在个人客户关系管理方面存在的不足之处;然后,结合区域环境以及银行自身的情况, 从完善客户关系管理营销系统及改善银行内部服务流程两方面,提出解决该行目前存在问题的方案;最后,对本文的研究进行了总结,指出本文的价值所在。关键词:商业银行工商银行个人客户客户关系管理 Abstract 硕士论文 Abstract ”Customer-centric,market-oriented’’business philosophy isthe mercial bank,customer relationshipmanagement intheimplementation andpromotion mercial banks mercial bankstoestablish a¨one t0one”round ofthemarketing servicesmodel mercial banksand customers are mercial Bank PavilionLakebranch ofYancheng important businesspillar, whilethecontributionofthehigh-end individualcustomersespecially tofurtherimprove the PavilionLakebranch ofYancheng individualcustomer relationshipmanagemem,improve customer satisfaction,loyalty is the urgent solution of the line problem. Thispaperanalyzes theemergence ofcustomer relationshipmanagement and content, customerrelationship management theoryreview,summed up thedeficienciesofprevious studiesandput forwardtheirviews onthetopicresearch;Second,Industrial mercial Bank ofChina introduced thedevelopment statusofpersonal financialservicesandthe Pavilion Lake branch ofYancheng in thedevelopment ofpersonal financial business problems,which leadstoperfect theindividualbranch ofYancheng Pavilion Lake need customerrelationship management;next content fromtheimplementation ofPavilionLake branchof theexisting customerrelationship management tOdescribeand the actual situation and individualcustomers from thebank withthebank's own lineoftwo individualsto the development ofcustomerrelationshipmanagement,analysis andre∞arch’summedup the bank iscurrently inthepersonal customerrelat