本文選題：個人理財業務 + CRM　； 參考：《陜西科技大學》2012年碩士論文

【摘要】：CRM是一個復合概念：它是“以客戶為中心”的管理思想，是以客戶價值為導向的運營機制，還是一套技術解決手段。本文認為，若將CRM作為一套技術解決手段看作是CRM的硬性環境，那么，“以客戶為中心”的管理思想以及以客戶價值為導向的運營機制則可以被看作是CRM運行的軟性環境。軟環境在企業的運行中起到保證、引導、規范的作用，優良的軟環境促進企業運營的良性循環，為企業帶來更多利潤。我國經濟持續快速發展，國民財富不斷得到積累，個人理財業務市場還有巨大的空間等待去挖掘。將CRM系統導入個人理財業務，降低了銀行管理客戶信息資料的難度，使商業銀行個人理財業務的運行效率有了一定的提高。但是CRM的內涵卻不止于此。 本文將CRM軟環境引入我國商業銀行個人理財業務，從個人理財業務的CRM運行機制和CRM管理思想這兩大部分對其進行優化： 1、針對個人理財業務CRM運行機制的優化，，本論文從兩個方面提出建議：理財產品的運作流程規范優化以及理財服務流程的品質控制。（1）在個人理財產品的運作流程規范優化中，本文通過對近幾年理財產品發行現狀的分析，總結出當前個人理財業務隱藏的問題：產品層次低、同質化嚴重、存在較高操作風險。針對這些問題，本論文將個人理財產品的運作流程進行分解，從前期的市場調研、到產品定位、產品類型確定、產品定價、可行性分析、再到最終發行與營銷策略制定都提出了規范化的建議；（2）在個人理財業務服務流程的品質控制中，本論文通過對將我國當前個人理財業務服務流程與CFP服務流程進行對比，并依據服務質量差距理論設計出針對個人理財業務客戶的調查問卷。通過對調查問卷結果的分析，總結出當前我國商業銀行個人理財業務服務中存在的缺陷。針對這些問題，本文將個人理財業務服務流程進行分解，從服務接觸階段、服務讓渡階段以及服務跟蹤階段提出了對服務品質進行控制的建議。 2、針對個人理財業務CRM管理思想的優化，本論文提出要強化“客戶”理念，建立個人理財業務品牌的建議；其次，應當順應個人理財業務的發展方向，大力擴展私人銀行業務。除此之外，為保證個人理財業務的蓬勃發展，銀行應當努力建立一支復合型專業理財隊伍。 隨著商業銀行信息化建設的不斷完善，CRM作為技術手段可以為銀行運行效率的改善提供更大的支持，而優良的CRM運行軟環境則是其發揮作用的保證。商業銀行在發展個人理財業務的過程中，應當充分重視CRM軟環境的作用。
[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.
【學位授予單位】：陜西科技大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.2

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相關期刊論文 前1條

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