【作者】 王冠；

【导师】 陈新岗；

【作者基本信息】 山东大学 ， 工业工程（专业学位）， 2016， 硕士

【摘要】 由于我国处于经济转型期,各大行业的转型不断深入,作为国家主要金融机构银行,面对的社会竞争日益激烈。客户期望值增高、忠诚度降低;原有金融行业的竞争模式以及竞争意识薄弱,因此使得金融服务体系人性化,建立以客户为核心的金融合作服务体系。在新的竞争环境下,金融行业竞争应该突出产品优势和优化客户资源的能力等。如何识别优质客户,进而服务好客户,为优质客户提供更加多元化的服务等,保证银行客户资源的稳定。在此基础上,挖掘潜在客户群体,为潜在客户提供有价值的服务,保证客户与银行关系之间良好发展。进而保证银行客户的对服务和产品的满意。提高客户对银行产品的忠实程度等。将是未来的重点工作。DY银行适时引进并建设了CRM系统,利用技术手段,提高客户经理管理,实现客户识别、客户维护、产品设计、统计报表、精准营销、移动应用等。通过对DY银行组织架构、客户经理制度、零售客户分析、零售客户分配分类营销现状的阐述以及目前管理存在的问题等方面的分析,提出了自己的管理建议与思路。首先阐述了DY银行开展零售客户关系管理过程中对辅助工具——CRM系统的构建,包括CRM系统构建的规划与目标、建立的框架结构、客户分析基础等；其次详细介绍了CRM系统的系统功能与模块管理；最后阐述了建设CRM系统后对DY银行零售客户关系管理体系的提升,包括依托CRM系统的零售客户分层管理、零售客户经理队伍建设、网点营销效能提升项目的开展以及零售客户经理的绩效激励四个方面。通过对以上问题的解决,总结出DY银行实行零售客户关系管理的思路与结论,并给出下一步继续推进零售客户关系管理的建议与对策。更多还原

【Abstract】 With the deepening reform of financial system, the banking industry is facing the competition environment changes are as follows:customer expectations, increased loyalty is reduced; service channel virtualization; product centric mode of operation and the homogenization of competition means the original will not form the core competitiveness, to form a customer centered service system.In the new competitive environment, the future competition will be "customer centered", "service competition", the focus of competition will be customer resources and financial services to the development of financial services. How to identify high-quality customers, for valuable customers to provide personalized, differentiated and diversified services, so as to achieve the development of potential customers, retain customers, improve the existing value of customer satisfaction and loyalty, will be the focus of future work. In order to enhance the construction of customer service system, the timely introduction of DY bank and the construction of the CRM system, the use of technical means, auxiliary business departments, improve customer management level, improve customer manager management, customer identification, customer maintenance, product design, statistics, precision marketing, mobile application etc..Based on customer relationship management of retail bank DY as an example, based on the DY bank organizational structure, customer manager system, retail customer analysis, retail customer allocation of marketing status quo and the problems existing in the management and other aspects of the analysis, put forward management suggestions and ideas of their own. First elaborated the DY bank to carry out the construction of the auxiliary tool of CRM system of customer relationship management in retail, including planning and objectives, construct the CRM system framework, establishment of customer analysis basis; secondly introduces the system function and management module of CRM system; and finally describes the upgrade to DY retail banking customer relationship management the construction of CRM system, including CRM system rely on retail customer hierarchical management, customer manager team, retail shop marketing to enhance the effectiveness of project development as well as the retail customer manager performance incentive four aspects. Through the above problems, summed up the DY bank to implement the retail customer relationship management ideas and conclusions, and gives the next step to continue to promote the retail customer relationship management recommendations and countermeasures.更多还原