中信银行宁波支行客户关系管理研究毕业论文.docVIP

毕业论文 （20_ _届） 中信银行宁波支行客户关系管理研究 摘 要关键词：Abstract Chinese and foreign scholars, there have been many discussion and research of customer relationship management, with the rational management of banking system, improving competition in the market growing, customer-centric business philosophy, has become the financial sector of the line stand. The emergence of CRM will manage the financial industry to enhance the standard of services, customer profitability management capabilities and the immense business opportunities. This study was designed on CRM discusses the theoretical background of the system, for the domestic commercial banks to the status of implementation of customer relationship management, particularly through Bank, Ningbo Branch of customer relationship management case studies, pointed out that the Ningbo branch of the real shortcomings, Information Planning The problem, loss of customers, not customers differentiated services, lack of awareness of digital marketing. On this basis, the proposed implementation of Ningbo Branch of China Banks proposed customer relationship management CRM, rational planning information management, enhance customer management training, market segments for differentiated customer management, enhance business concept; to play on other commercial banks reference and reference. Keywords: Customer Relationship Management；commercial bank； Ningbo Branch bank；目 录 摘 要 I Abstract II 1商业银行客户关系管理的相关理论综述 1 1.1 商业银行客户关系管理的含义 1 1.2 商业银行客户关系管理的主要内容 1 2.CRM在商业银行的应用 4 2.1在国际的应用 4 2.2在国内的应用 4 3.中信银行宁波支行现状分析 6 3.1 中信银行基本情况 6 3.2 中信银行宁波支行现状分析 6 3.2.1 中信银行宁波支行个人业务发展情况 7 3.2.2 中信银行宁波支行细分目标客户群 8 3.2.3 中信银行宁波支行针对客户群开发理财业务 8 4 中信银行宁波支行客户关系管理存在的不足和问题 9 4.1信息整合困难 9 4.2客户流失较多 9 4.3客户差别化服务不到位 10 4.4营销意识不强 10 5中信银行宁波支行加强客户关系管理的策略 12 5.1合理规划信息管理 12 5.2加强客户管理培训 12 5.3 细分市场进行差异化客户管理 13 5.4加强经营观念 14 参考文献 15 致 谢 17 1商业银行客户关系管理的相关理论综述 1.1 商业银行客户关系管理客户关系管理(Customer Relationship Management，CRM)，是由美国加特纳集团提出的一种管理理念。20世纪90年代以后伴随着互联网和电子商务的大潮得到了迅速的发展。不同的学者或商业机