本文選題：個(gè)人理財(cái)業(yè)務(wù) + CRM�。� 參考：《陜西科技大學(xué)》2012年碩士論文

【摘要】：CRM是一個(gè)復(fù)合概念：它是“以客戶為中心”的管理思想，是以客戶價(jià)值為導(dǎo)向的運(yùn)營機(jī)制，還是一套技術(shù)解決手段。本文認(rèn)為，若將CRM作為一套技術(shù)解決手段看作是CRM的硬性環(huán)境，那么，“以客戶為中心”的管理思想以及以客戶價(jià)值為導(dǎo)向的運(yùn)營機(jī)制則可以被看作是CRM運(yùn)行的軟性環(huán)境。軟環(huán)境在企業(yè)的運(yùn)行中起到保證、引導(dǎo)、規(guī)范的作用，優(yōu)良的軟環(huán)境促進(jìn)企業(yè)運(yùn)營的良性循環(huán)，為企業(yè)帶來更多利潤。我國經(jīng)濟(jì)持續(xù)快速發(fā)展，國民財(cái)富不斷得到積累，個(gè)人理財(cái)業(yè)務(wù)市場還有巨大的空間等待去挖掘。將CRM系統(tǒng)導(dǎo)入個(gè)人理財(cái)業(yè)務(wù)，降低了銀行管理客戶信息資料的難度，使商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)的運(yùn)行效率有了一定的提高。但是CRM的內(nèi)涵卻不止于此。 本文將CRM軟環(huán)境引入我國商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)，從個(gè)人理財(cái)業(yè)務(wù)的CRM運(yùn)行機(jī)制和CRM管理思想這兩大部分對其進(jìn)行優(yōu)化： 1、針對個(gè)人理財(cái)業(yè)務(wù)CRM運(yùn)行機(jī)制的優(yōu)化，，本論文從兩個(gè)方面提出建議：理財(cái)產(chǎn)品的運(yùn)作流程規(guī)范優(yōu)化以及理財(cái)服務(wù)流程的品質(zhì)控制。（1）在個(gè)人理財(cái)產(chǎn)品的運(yùn)作流程規(guī)范優(yōu)化中，本文通過對近幾年理財(cái)產(chǎn)品發(fā)行現(xiàn)狀的分析，總結(jié)出當(dāng)前個(gè)人理財(cái)業(yè)務(wù)隱藏的問題：產(chǎn)品層次低、同質(zhì)化嚴(yán)重、存在較高操作風(fēng)險(xiǎn)。針對這些問題，本論文將個(gè)人理財(cái)產(chǎn)品的運(yùn)作流程進(jìn)行分解，從前期的市場調(diào)研、到產(chǎn)品定位、產(chǎn)品類型確定、產(chǎn)品定價(jià)、可行性分析、再到最終發(fā)行與營銷策略制定都提出了規(guī)范化的建議；（2）在個(gè)人理財(cái)業(yè)務(wù)服務(wù)流程的品質(zhì)控制中，本論文通過對將我國當(dāng)前個(gè)人理財(cái)業(yè)務(wù)服務(wù)流程與CFP服務(wù)流程進(jìn)行對比，并依據(jù)服務(wù)質(zhì)量差距理論設(shè)計(jì)出針對個(gè)人理財(cái)業(yè)務(wù)客戶的調(diào)查問卷。通過對調(diào)查問卷結(jié)果的分析，總結(jié)出當(dāng)前我國商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)服務(wù)中存在的缺陷。針對這些問題，本文將個(gè)人理財(cái)業(yè)務(wù)服務(wù)流程進(jìn)行分解，從服務(wù)接觸階段、服務(wù)讓渡階段以及服務(wù)跟蹤階段提出了對服務(wù)品質(zhì)進(jìn)行控制的建議。 2、針對個(gè)人理財(cái)業(yè)務(wù)CRM管理思想的優(yōu)化，本論文提出要強(qiáng)化“客戶”理念，建立個(gè)人理財(cái)業(yè)務(wù)品牌的建議；其次，應(yīng)當(dāng)順應(yīng)個(gè)人理財(cái)業(yè)務(wù)的發(fā)展方向，大力擴(kuò)展私人銀行業(yè)務(wù)。除此之外，為保證個(gè)人理財(cái)業(yè)務(wù)的蓬勃發(fā)展，銀行應(yīng)當(dāng)努力建立一支復(fù)合型專業(yè)理財(cái)隊(duì)伍。 隨著商業(yè)銀行信息化建設(shè)的不斷完善，CRM作為技術(shù)手段可以為銀行運(yùn)行效率的改善提供更大的支持，而優(yōu)良的CRM運(yùn)行軟環(huán)境則是其發(fā)揮作用的保證。商業(yè)銀行在發(fā)展個(gè)人理財(cái)業(yè)務(wù)的過程中，應(yīng)當(dāng)充分重視CRM軟環(huán)境的作用。
[Abstract]:CRM is a compound concept: it is a "customer-centered" management idea, a customer-oriented operation mechanism, or a set of technical solutions. This paper holds that if CRM is regarded as a set of technical solutions as a hard environment of CRM, then the "customer-centered" management thought and the customer-value-oriented operation mechanism can be regarded as the soft environment of CRM operation. Soft environment plays a role of guarantee, guidance and standardization in the operation of enterprises. The fine soft environment promotes the virtuous circle of enterprise operation and brings more profits to enterprises. With the rapid development of economy and the accumulation of national wealth, there is still a huge space for the market of personal finance business to be excavated. The introduction of CRM system into personal finance business reduces the difficulty of bank management of customer information and improves the operational efficiency of commercial bank personal finance business. But the connotation of CRM does not end there. This paper introduces the soft environment of CRM into personal finance business of commercial banks in our country, and optimizes it from the two parts of CRM operation mechanism and CRM management thought of personal finance business. 1. Aiming at the optimization of CRM operation mechanism of personal finance business, this paper puts forward some suggestions from two aspects: the optimization of operation flow of financial management products and the quality control of financial management service flow. Based on the analysis of the present situation of financial management product distribution in recent years, this paper summarizes the hidden problems of personal financial management business: low product level, serious homogeneity and high operational risk. To solve these problems, this paper decomposes the operation process of personal financial products, from the previous market research, to product positioning, product type determination, product pricing, feasibility analysis, In the process of quality control of personal finance service flow, this paper compares the current service flow of personal finance business with CFP service flow in our country by comparing the current service flow of personal finance business with that of CFP service process. According to the theory of service quality gap, the questionnaire for clients of personal finance business is designed. Based on the analysis of the results of the questionnaire, the defects in the personal financial services of commercial banks in China are summarized. Aiming at these problems, this paper decomposes the service flow of personal finance business, and puts forward some suggestions to control the service quality from the service contact stage, the service delivery stage and the service tracking stage. 2, aiming at the optimization of CRM management thought of personal finance business, this paper puts forward the suggestion of strengthening the concept of "customer" and establishing the brand of personal finance business. Secondly, it should conform to the development direction of personal finance business and expand the private banking business vigorously. In addition, in order to ensure the vigorous development of personal finance business, banks should strive to establish a complex professional financial management team. With the continuous improvement of commercial bank information construction, as a technical means, it can provide more support for the improvement of bank operation efficiency, and the excellent soft environment of CRM operation is the guarantee of its function. In the process of developing personal finance business, commercial banks should pay full attention to the role of CRM soft environment.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2

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相關(guān)期刊論文 前1條

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