【作者】 魏健；

【导师】 邱继洲；

【作者基本信息】 哈尔滨工业大学 ， 技术经济及管理， 2008， 硕士

【摘要】 个人理财业务在我国市场蕴含着巨大的商机和潜力,目前国内外商业银行越来越重视对个人理财市场的开拓。对于商业银行来说,个人理财业务低风险、低成本、高收益,不仅可以增加银行的中间业务收入,而且能够通过该业务的开展,发展和巩固与客户的关系,因此,个人理财业务已成为国内外银行竞争的焦点。个人理财业务是银行与客户之间近距离接触的业务之一,是否能与客户建立长期稳定的关系影响着该业务开展的质量。客户关系管理理论正是一种旨在改善企业与客户之间关系的新型管理机制,通过提供优质的服务和吸引、保持更多的客户,提高客户的满意度和忠诚度。本文主要通过对我国商业银行个人理财业务客户关系管理的研究,发现存在的问题,并对存在的问题进行了分析。分析说明目前存在问题的原因主要是对客户关系管理的理解不足,对客户价值的分析不充分,进而本文通过两个视角分析客户价值:首先以企业的视角,注重客户对企业的价值,利用模糊聚类原理,选取客户基本特征、行为特征、心理特征以及关系特征对客户进行细分,使银行对客户分层管理更细致;其次,以客户的视角,利用基于层次分析的加权平均法进行客户满意度指标体系理论研究,为个人理财业务满意度定量分析提供指标依据。通过以上分析,本文提出了提高个人理财业务客户关系管理的策略:第一,银行要进一步完善目前的客户信息,建立多指标客户信息库,为客户细分提供全面、有效的数据支持,使个人理财业务能真正找到其核心客户,最大程度满足这些客户,并基本满足次要客户;第二,要不断完善客户关系管理数据库系统,根据需求开发相应的客户关系管理软件,使理财人员可以快捷、准确的对客户进行分析,以便更好的开展客户关系的管理;第三,要重视企业对客户创造的价值,并将这种价值作为客户满意的标准,通过定期对理财客户满意度调查,发现客户眼中的个人理财服务水平,使客户满意度研究不再盲目的从产品和服务出发,而是从研究客户的感知服务着手,通过满意度分析来发现问题,并根据反馈信息来解决存在的问题,不断提高客户满意度,进而提高客户对该银行的忠诚度,实现客户关系管理的真正目的。更多还原

【Abstract】 There is business opportunity and potential for Personal Wealth Management Service, so commercial banks around the world are paying more attention to the development of this service. Personal Wealth Management Service (PWMS) has low risk, low cost but high income, so it could not only increase the income of intermediary business, but also develop and consolidate the relationship between customers and bank. Therefore, PWMS has been the focus to national and international banks in China.PWMS is one of services which could make customers and bank get an up-close tour, so the development of this service depends on the relationship between customers and bank. With customer relationship management theory, which is a new management system for improving relationship between customers and bank, commercial bank will supply good service, attract and keep more customers, so that it will improve customers’degree of satisfaction and loyalty.According to the study of customer relationship management in PWMS in China’s commercial banks, this paper finds out problems in it and analyzes these problems. It appears that that banks have not analyzed customer value adequately is the reason. Therefore, the paper analyzes customer value from two angles of view: firstly, from banks angle of view, pay attention to customer value to banks, using fuzzy cluster method for classifying customers, which will make customer classify management finely; secondly, from customer angle of view, using AHP method, studies system of customer satisfaction degree, which will supply index to quantitative analysis of customer satisfaction degree.At last, this paper gives some suggestion for improving PWMS Customer Relationship Management in national commercial banks: firstly, national com-mercial banks should complete customer information, build multi-index customer database in order to supply full-scale and effective information; secondly, banks should update CRM system and software so that personal wealth managers will analyze customers quickly and adequately; thirdly, personal wealth management staff should pay more attention to the value to customers from banks, and consider the value as customer satisfaction standard, so banks could measure their service directly, deal with problems, improve service level, what’s more, they will improve degree of loyalty, realize the true purpose of Customer Relationship Mangment.更多还原