中国农业银行信用卡客户关系管理研究
中国农业银行信用卡客户关系管理研究
摘要
信用是现代金融发展的核心和纽带，信用卡业务就是建立在个人信用基础上金融机构
开办的一种基础业务。信用卡以其方便、买东西可以直接刷卡透支消费而受到了客户特别
是年轻人的青睐和追捧。现在使用信用卡进行消费已经变成了我国城乡居民的普遍行为。
巨大的“市场蛋糕”和投资回报催生各大金融机构对信用卡的发行热情一浪高过一浪，由
此导致的信用卡发行量逐年递增。随着信用卡市场的竞争加剧，客户关系管理受到了金融
机构的高度关注和重视。虽然农业银行的信用卡业务在近几年得到了很大发展，其发卡数量、业务规模、利润都一直处于各大商业银行的前列，但是在不断发展和前进的同时，不
可否认在客户关系管理方面仍然存在可以改进和完善的很多环节，有很大的上升空间和发
展前景。面临国家经济的飞速发展、百姓消费能力的持续走高和银行业竞争的日趋加剧，
如何在信用卡业务发展过程中加强对客户关系管理，提高管理水平和效率，促进农业银行
更好、更快前行，驶上健康发展的快车道是摆在其面前的一个严峻课题。
论文通过对农行信用卡客户关系管理方面进行分析和判断，相应提出了有关客户关系
管理方面的理论、具体作用，并出了其在客户关系管理方面所存在的问题，进而提出了
改进客户关系管理方面的具体设想，并提出了进一步优化的思考。
随着全球经济的一体化滚滚浪潮不可阻挡，资金流、信息流互相融合已经成为了必然。银行走规模化、集约化、外向化道路成为了一个流行趋势。希望论文研究对农业银行做好
信用卡业务工作，促进其又好又快发展进一步做大做强，在与外国同行“逐鹿世界金融大
市场”竞争中取得优势，确立在行业的领先和笼头地位起到一定的理论指导作用。
关键词：农业银行信用卡；客户关系管理；存在问题；改进举措
The research of customer relationship management Chinese
Agricultural Bank credit card
Abstract
Credit is the core and the link of modern financial development, the
credit card business is to set up a basic business start-up financial institutions in the personal credit on the basis of. Credit card for its
convenience, shopping can directly credit card overdraft consumption by customers especially young people sought after. Now use the credit card consumption has become a universal behavior of urban and rural residents in china. The huge \financial institutions on a wave of credit card issuance passion surging, which led to the credit card issuing volume increased year by year. With the fierce competition in the credit card market, customer relationship management has been great concern and attention of financial institutions. Although the Agricultural Bank credit card business in recent years has been great development, the number of card, business scale, profit has been at the forefront of the commercial banks, but in the continuous development and progress at the same time, can not be denied can be improved and many links to perfect still exist in the customer relationship management, a great rise and development prospect. Faced with the rapid development of the national economy, the people consumption continues high and banking industry competition intensifies day by day, how the credit card business development process to strengthen the customer relationship management, improve the management level and efficiency, promote the Agricultural Bank to go faster, better, is drivi
ng the healthy development of the fast lane is put in a serious issue the face of the.
Based on the Agricultural Bank of China credit card customer relationship management to analyze and judge, put forward the relevant customer
relationship management theory, specific function, and find out the existing problems in customer
relationship management, and puts forward improving the customer relationship management specific idea, and put forward the ideas of further optimization.
With the rolling waves of global economic integration is irreversible, capital flow, information flow integration has become an inevitable. Large scale, intensive, export-oriented Road bank has become a popular trend. Hope this study on Agricultural Bank to complete the credit card business, and promote the sound and rapid development to become bigger and stronger, the advantage with foreign counterparts \industry's leading and tap position plays a guiding role in the theory.
Keywords: The Agricultural Bank credit card; customer relationship management; problems; measures
目录
第1章绪
论 ........................................................................... .. (1)
1.1 研究背
景 ........................................................................... ..................... 1 1.2研究意义与目
标 ........................................................................... .......... 2 1.3 研究方
法 ........................................................................... ..................... 2 1.4研究基本思路与内
容 ........................................................................... .. 3 第2章客户关系管理理论概
述 (5)
2.1客户关系管理的内
容 ........................................................................... .. 5
2.1.1客户评估管
理 ........................................................................... ... 5 2.1.2客户认知管
理 ........................................................................... ... 5 2.1.3客户维系管
理 ........................................................................... ... 6 2.1.4客户风险管
理 ........................................................................... ... 7 2.2银行客户关系管理的内涵界
定 ............................................................. 8 2.3市场营销
的相关理
论 ........................................................................... .. 9
2.3.1市场营销的概念研
究 .................................................................. 9 2.3.2
目标市场的确
立 (10)
2.3.3营销组合理
论 ............................................................................
10 2.4顾客满意度理
论 ........................................................................... .. (12)
2.4.1顾客满意度的涵
义 (12)
2.4.2影响顾客满意度的相关因
素 (12)
第3章中国农业银行信用卡业务现状及发展分
析 (13)
3.1中国农业银行介
绍 ........................................................................... .... 13 3.2中国农业银行信用卡业务介绍及发
展 (15)
3.2.1中国农业银行信用卡中心介农业银行银行卡查询
绍 ................................................ 15 3.2.2中国农业银行信用卡中心目标制定 ........................................ 16 3.2.3中国农业银行信用卡中心组织架构 ........................................ 16 3.2.4中国农业银行信用卡业务的发展历程 .................................... 17 3.2.5中国农业银行信用卡的种类 .................................................... 17 3.2.6中国农业银行信用卡业务的发展现状 .................................... 18 3.3影响农行信用卡业务发展的因素分析 .. (19)
3.3.1国民收入的增
长 (19)
3.3.2行业生命周
期 ............................................................................
19 3.3.3声
誉 ........................................................................... ................. 19 3.3.4知名
度 ........................................................................... ............. 20 3.3.5服务与促销手
段 (20)
3.3.6客
源 ........................................................................... .. (20)
第四章农行信用卡客户关系管理的作用、现状及存在问题 (20)
4.1信用卡客户关系管理的作
用 ............................................................... 20 4.2农行
信用卡客户关系管理现
状 ........................................................... 21 4.3 农行信用
卡客户关系管理中存在的问题 .......................................... 22 第5
章中国农业银行信用卡客户关系管理的改进建议 (23)
5.1做好客户评估管
理 ........................................................................... . (23)
5.1.1设定客户评估指
标 (24)
5.1.2建立客户信用等级评定标
准 .................................................... 24 5.1.3通过多种渠道收集客户的信息用于评估 ................................ 25 5.1.4做好客户评估中要注意的方面 ................................................ 25 5.2做好客户认知管
理 ........................................................................... . (26)
5.2.1创新服务品牌吸引客户认
知 .................................................... 26 5.2.2提升客户满意度加强客户认知 ................................................ 27 5.3做好客户维系管

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