【作者】 张丹丹；

【导师】 金春雨；

【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】 随着经济的发展,商业银行的经营模式和营销理念发生转变,从以往单纯依赖产品为核心的经营模式转变为以客户为中心,追求规模效益的核心目标也逐步让位于提升客户价值与满意度。在此背景下,强化客户关系管理,实现对客户需求的深度挖掘成为商业银行发展的核心。本文对邮储银行金辉支行的客户关系管理优化展开研究。对支行目前客户关系管理存在的问题及成因展开分析,首先对金辉支行客户关系现状进行介绍,包括客户年龄与性别结构,客户学历层次结构以及金辉支行分层管理营销现状。其次,运用问卷调查和访谈方法收集信息,对客户匹配度情况、同行业竞争情况、业务办理情况以及客户满意度情况进行分析。通过运用SPSS软件对调查问卷中李克特量表的数据结果进行因子分析,并使用主成分分析法进行公因子提取,得到三个主成分后,随后采用凯撒正态化最大方差法对成分矩阵进行正交旋转,进一步计算得分系数矩阵获得权重系数,通过满意度指标的平均值和权重计算,最终得到每个项目的最终得分,对比最终得分发现客户对支行位置环境设施和接待服务上得分较高,而对理财经理资产配置服务等方面得分较低,此调查结果进一步体现了金辉支行目前在营销策略、客户服务、信息平台以及业务流程方面存在实际问题,结合客户关系管理理论,客户生命周期理论,客户价值理论,客户满意度与忠诚度理论,深入剖析问题成因,秉承以客户需求为中心、注重动态分析动态管理、方便客户和便于沟通以及可量化的原则,为实现满足客户个性化需求、降低客户流失率、提升客户满意度与忠诚度以及提高市场竞争力的优化目标,从实行差异化营销、客户关系管理服务意识、信息平台建设、专业型人才队伍建设以及业务操作流程等方面制定优化方案,根据客户所划分的等级为客户提供个性化且差异化的服务,重视与客户的双向沟通并及时整理客户反馈意见,构建专业且现代化的客户信息数据中心以便掌握客户行为,实现精准营销的目标,构建专业且综合素质较高的人才团队,制定相应的员工绩效奖励制度,推行精细化且流程化的管理模式,优化工作流程的同时提高工作效率,实现提升支行综合竞争力的目标,并针对优化方案的实施分别提出在组织结构、人才团队以及信息技术方面的保障措施。金辉支行在发展中必须重视客户关系管理,不断优化CRM系统,重视专业型人才培养,转变传统营销理念,向“以客户为中心”的新型营销策略进行转型,强化客户细分,对客户进行差异化营销,进而提升工作效率和产能。本文旨在解决邮储银行金辉支行当前客户关系管理中遇到的实际问题,提升客户满意度、忠诚度,拓宽业务渠道,提升银行核心竞争力,同时为其他商业银行优化客户关系管理提供参考。更多还原

【Abstract】 With the development of the economy,the business model and marketing philosophy of commercial banks have undergone a transformation,from relying solely on products as the core business model to focusing on customers,and the core goal of pursuing economies of scale has gradually given way to improving customer value and satisfaction.In this context,strengthening customer relationship management and achieving deep exploration of customer needs have become the core of the development of commercial banks.This article conducts research on the optimization of customer relationship management at the Postal Savings Bank Jinhui Branch.Analyze the current problems and causes of customer relationship management in the branch.Firstly,introduce the current situation of customer relationship in Jinhui Branch,including customer age and gender structure,customer education level structure,and Jinhui Branch’s hierarchical management and marketing status.Secondly,use questionnaire surveys and interview methods to collect information and analyze customer matching,industry competition,business processing,and customer satisfaction.By using SPSS software to conduct factor analysis on the data results of the Likert scale in the survey questionnaire,and using principal component analysis to extract common factors,three principal components were obtained.Then,Caesar’s normalization maximum variance method was used to orthogonally rotate the component matrix,and the score coefficient matrix was further calculated to obtain weight coefficients.By calculating the average and weight of satisfaction indicators,the final score for each item was obtained.Comparing the final scores,it was found that customers scored higher on the branch’s location,environmental facilities,and reception services,while they scored lower on the financial manager’s asset allocation services.This survey result further reflects the actual problems that Jinhui Branch currently has in marketing strategies,customer services,information platforms,and business processes.Combined with customer relationship management theory,customers Life cycle theory,Customer Value Theory,Customer Satisfaction and Loyalty Theory,in-depth analysis of the causes of problems,adhering to the principles of customer needs as the center,focusing on dynamic analysis and management,convenient and easy communication for customers,and quantifiable,in order to achieve the optimization goals of meeting customer personalized needs,reducing customer churn rate,improving customer satisfaction and loyalty,and improving market competitiveness,optimization plans are formulated from the implementation of differentiated marketing,customer relationship management service awareness,information platform construction,professional talent team construction,and business operation processes.Based on the customer’s classification level,personalized and differentiated services are provided to customers,and two-way communication with customers is emphasized and customer feedback is timely organized.A professional and modern customer information data center is constructed to grasp customer behavior,To achieve the goal of precision marketing,we will build a professional and highly comprehensive talent team,establish corresponding employee performance reward systems,implement a refined and process oriented management model,optimize work processes while improving work efficiency,and achieve the goal of enhancing the comprehensive competitiveness of the branch.We will propose security measures in organizational structure,talent team,and information technology for the implementation of the optimization plan.Jinhui Branch must attach importance to customer relationship management,continuously optimize CRM systems,focus on cultivating professional talents,transform traditional marketing concepts,and transform towards a new customer-centric marketing strategy in its development.It should strengthen customer segmentation,conduct differentiated marketing for customers,and thereby improve work efficiency and production capacity.This article aims to solve the practical problems encountered in the current customer relationship management of Postal Savings Bank Jinhui Branch,improve customer satisfaction and loyalty,expand business channels,enhance the bank’s core competitiveness,and provide reference for other commercial banks to optimize customer relationship management.更多还原