MBA教育中心知识库

摘  要

当下银行业内，从业银行数量众多，金融市场竞争激烈。叠加政策与国际形势的变化，银行经营压力不断提升。现各家银行对客户营销工作均较为重视，营销方法不断更新，投入的资源持续增加。有效的客户营销理念以及营销方法，可以较为明显的提升银行业绩表现，拓展业务规模，做实客户基础,提升市场竞争力。客户关系管理已成为商业银行提升核心竞争力的业务抓手，近年来对其的重视程度不断提升。ZG银行X支行作为当地金融市场中较为重要的商业银行之一，面临众多同业银行的竞争，如何能在激烈的竞争中争揽客户，提升市场份额与市场占有率已成为当下必须面对的问题。但ZG银行X支行的目前客户关系管理制度较为落后，在客户维护与资源挖掘上还存在着许多问题，以上问题均对业务发展造成一定阻碍。因此，开展ZG银行X支行个人客户关系管理优化研究具有非常重要的实践意义。

本文运用管理学的相关知识和理论，以客户关系管理理论、客户满意度理论以及客户生命周期理论为主要研究方向，选择ZG银行X支行为研究对象，对其现有的客户关系管理情况进行研究。通过对X支行业绩数据进行汇总，结合客户的调查问卷以及员工的调查访谈情况，开展综合调查研究。首先寻找到X支行现存差异化服务不明显、客户业务体验不佳、获客能力不足以及客户关系管理机制不健全的四个方面的问题。其次通过对问题成因的分析，确定客户关系管理理念陈旧、缺乏客户细分意识等多个造成当下问题的深层次原因。最后提出建立客户细分与差异化服务、优化客户服务质量、提升获客能力、优化客户关系管理机制的策略以及其具体细化措施，最终提升该银行的市场竞争能力，实现发展目标，希望能对同业以及其他研究人员提供一定的参考。

Abstract

At present, there are many banks in the banking industry and fierce competition in the financial market. With the change of policy and international situation, the pressure of bank operation is constantly increasing. At present, all banks pay more attention to customer marketing, marketing methods are constantly updated, and the resources invested continue to increase. Effective customer marketing concepts and marketing methods can significantly improve the performance of banks, expand business scale, build a solid customer base, and enhance market competitiveness. Customer relationship management has become the business starting point for commercial banks to enhance their core competitiveness, and the importance of CRM has been increasing in recent years. As one of the most important commercial banks in the local financial market, ZG Bank X Branch faces competition from many other banks. How to win customers and improve market share in the fierce competition has become a problem that must be faced at present. However, the current customer relationship management system of X branch of ZG Bank is relatively backward, and there are still many problems in customer maintenance and resource mining, which cause certain obstacles to business development. Therefore, it is of great practical significance to carry out research on the optimization of individual customer relationship management in X branch of ZG Bank. This paper USES the related knowledge and theories of management, customer relationship management theory, the theory of customer satisfaction and customer life cycle theory as the main research direction, choose mid-december, bank X branch as the research object, and study of its existing customer relationship management. By summarizing the performance data of X branch, combining the questionnaires and the survey and interview, a comprehensive investigation and research was carried out. First of all, we find four problems in X branch: the existing differentiated service is not obvious, the customer business experience is not good, the customer acquisition ability is not good and the customer relationship management mechanism is not perfect. Secondly, through the analysis of the causes of the problem, the author determines the deep-seated reasons for the current problems, such as the outdated concept of customer relationship management and the lack of customer segmentation consciousness. Finally, it puts forward the strategy of establishing customer segmentation and differentiation service, optimizing customer service quality, improving customer acquisition ability, optimizing customer relationship management mechanism and its specific detailed measures, and finally improve the market competitiveness of the bank and achieve the development goal, hoping to provide certain reference for the industry and other researchers.