【作者】 高杨；

【导师】 宋玉臣；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2024， 硕士

【摘要】 近年来,全球经济形势的急剧变化使得中小企业成为国家大力扶持的发展方向。在中国金融市场逐步开放的大背景下,金融市场竞争激烈,银行同业之间的竞争尤为激烈。中小企业成为商业银行转型发展的关键方向,其潜力和价值逐渐凸显。作为国有银行的分支机构,中国银行X支行在当前政策和市场环境下,亟需加大力度开拓中小企业客户市场。为适应这一挑战,X支行应引入适用于中小企业客户关系管理的先进方法,深入研究中小企业客户的需求,精准洞察其经营状况和金融需求,从而挖掘新的业务增长点。此外,创新利润获取途径也是实现可持续发展的重要策略。通过研究新的金融产品和服务,以及灵活的贷款和融资方案,银行可以更好地服务中小企业客户,提高客户满意度,并在竞争激烈的市场中抢占更多份额,不仅有助于推动分行的转型发展,也符合国家对中小企业发展的大力支持,为X支行在变革中保持竞争优势奠定基础。本文采用文献研究法,首先对国内外客户关系理论及实践以及国内中小企业的相关研究成果进行归纳整理,为深入探讨中国银行X支行中小企业客户关系管理现状奠定理论基础。通过了解客户关系管理的内涵,明确了银行客户关系管理的含义。同时,通过知悉了中小企业的概念,明确了本文所研究的客户范围。在实地调研法和案例分析法的支持下,比较相关系统数据,对中国银行X支行中小企业客户关系管理目前的状态及存在的不足进行了深入的研究。结合客户关系理论、生命周期理论以及IDIC模型工具,笔者总结分析了X支行中小企业客户关系管理的问题成因。最后,基于IDIC模型提出了优化方案及保障措施,其中包括增强风险识别、树立“以客户为中心”的服务理念、完善内部组织结构、建立奖励机制等。笔者进一步提出了中国银行X支行中小企业客户关系管理的具体策略,如转变各层级分级具体营销、重视客户关系管理维护、提升存量客户活跃度、培养支行核心竞争力、最大化运用银行客户关系管理信息系统的优势、提高各岗位员工业务技能基础、创新企业产品品类等。通过这一系列的分析和研究,笔者期望为中国银行X支行提供具体的战略方向,以提高客户满意度和忠诚度,助力银行抢占市场份额并提升核心竞争力,同时为其他商业银行在银企关系建设方面提供借鉴和帮助,为深化金融体系改革、推动经济建设发展、防范企业账户各类风险以及承担社会责任贡献一份力量。更多还原

【Abstract】 In recent years,the rapid changes in the global economic situation make small and medium-sized enterprises become the development direction vigorously supported by the state.Under the background of the gradual opening up of China’s financial market,the competition in the financial market is fierce,especially among banks.Small and medium-sized enterprises have become the key direction of the transformation and development of commercial banks,and their potential and value have gradually become prominent.As a branch of state-owned banks,X Branch of Bank of China urgently needs to expand the market of small and medium-sized enterprises under the current policy and market environment.In order to adapt to this challenge,X Branch should introduce advanced methods suitable for SME customer relationship management,deeply study the needs of SME customers,accurately insight into their operating conditions and financial needs,so as to explore new business growth points.In addition,innovative profit access is also an important strategy to achieve sustainable development.By researching new financial products and services,as well as flexible loan and financing programs,banks can better serve SME customers,improve customer satisfaction,and seize more shares in the highly competitive market,which not only helps to promote the transformation and development of branches,but also conforms to the country’s strong support for the development of smes,laying the foundation for banks to maintain competitive advantages in the change.This paper adopts the literature research method,firstly summarizes the theory and practice of customer relationship at home and abroad as well as the relevant research results of domestic smes,and lays a theoretical foundation for in-depth discussion on the status quo of SME customer relationship management in X Branch of Bank of China.By understanding This paper elucidates the nuances associated with customer relationship management,specifically focusing on defining the essence of bank customer relationship management.At the same time,by clearly defining the concept of small and medium-sized enterprises,the scope of customers studied in this paper is clarified.With the support of field investigation method and case analysis method,this paper makes an in-depth study on the current situation and existing problems of customer relationship management in X Branch of Bank of China by analyzing relevant data.Combining customer relationship theory,life cycle theory and IDIC model tool,the author summarizes and analyzes the causes of customer relationship management problems in X Branch of Bank of China.Finally,based on IDIC model,the optimization scheme and safeguard measures are proposed,including strengthening risk identification,establishing "customer-centric" service concept,improving internal organizational structure,and establishing reward mechanism.The author further puts forward the specific strategy of SME customer relationship management in X Branch of Bank of China.Such as changing the specific marketing strategies at all levels,attaching importance to customer relationship management maintenance,enhancing the activity of existing customers,cultivating the core competitiveness of branches,maximizing the advantages of the bank’s customer relationship management information system,improving the business skill base of employees in various positions,and innovating the product categories of enterprises.Through this series of analysis and research,the author hopes to provide specific strategic directions for the X Branch of the Bank of China to improve customer satisfaction and loyalty,help the bank seize market share and strengthening core competitiveness is imperative,serving as a pivotal aspect that not only fortifies the institution but also serves as a valuable reference and assistance for other commercial banks.in the construction of bank-enterprise relationship.To deepen the reform of the financial system,promote the development of economic construction,prevent various risks of corporate accounts and assume social responsibility.更多还原