【摘要】： 在傳統(tǒng)經(jīng)濟(jì)形態(tài)中，，銀行作為社會的金融中介，主宰著整個經(jīng)濟(jì)的運行與發(fā)展。隨著金融體制改革的深化和銀行業(yè)競爭的日趨激烈，金融市場的供求格局發(fā)生了根本轉(zhuǎn)變，賣方市場逐步被買方市場替代，商業(yè)銀行的主體意識和危機(jī)意識不斷增強(qiáng)。作為市場主體，利潤最大化是商業(yè)銀行的經(jīng)營目標(biāo)，也是其加強(qiáng)市場營銷的內(nèi)在動力。目前，中國的銀行市場已被國有商業(yè)銀行和中小銀行初步分割完畢，規(guī)模效益不再突出，客戶成為銀行至關(guān)重要的商業(yè)資源。制定客戶戰(zhàn)略，建立持續(xù)、穩(wěn)定、科學(xué)的客戶關(guān)系管理體系，深度挖掘客戶資源的效益，大力開展以客戶為中心的金融營銷和以優(yōu)質(zhì)互動為主的金融服務(wù)，實現(xiàn)銀行與客戶利益的“雙贏”，已經(jīng)成為各大商業(yè)銀行追求的目標(biāo)。 論文基于客戶關(guān)系管理理論，結(jié)合我國商業(yè)銀行的現(xiàn)狀，以及中國銀行業(yè)建立和完善客戶關(guān)系管理體系的實際情況，進(jìn)行理論上的摸索，探索了我國商業(yè)銀行客戶關(guān)系模型和客戶關(guān)系管理系統(tǒng)，目的在于為我國商業(yè)銀行正確引入并有效使用客戶關(guān)系管理系統(tǒng)提供一些有益的思路。目前，中資銀行與外資銀行最大的差距在于客戶服務(wù)方面，國內(nèi)商業(yè)銀行CRM的研究才剛剛起步，還沒有一套完整的理論體系。因此，本論文以CRM理論在商業(yè)銀行中的應(yīng)用研究立題，希望能夠系統(tǒng)性的深入探討此理論在銀行業(yè)中的應(yīng)用，并為中國銀行業(yè)進(jìn)一步完善客戶關(guān)系管理提供一定的借鑒作用。 本論文主要采用理論分析與案例分析相結(jié)合的研究方法。本文分為六部分：第一章，引言，主要介紹文章研究的問題、背景、方法、框架、國內(nèi)外研究現(xiàn)狀以及本研究的創(chuàng)新之處；第二章，商業(yè)銀行客戶關(guān)系管理概述；第三章，商業(yè)銀行客戶關(guān)系管理本土化實踐與反思；第四章，我國商業(yè)銀行實施客戶關(guān)系管理的效應(yīng)分析；第五章，我國商業(yè)銀行客戶關(guān)系管理實施的模式選擇；第六章，研究結(jié)論與政策建議。 由于客觀條件和技術(shù)的制約，本文所研究和開發(fā)的客戶關(guān)系管理系統(tǒng)還存在許多不足之處，主要表現(xiàn)為：操作運營型的模塊居多，而分析統(tǒng)計的模塊較少，需要進(jìn)一步完善和改進(jìn)�？蛻絷P(guān)系管理無疑是商業(yè)銀行未來的一個發(fā)展方向，隨 著科學(xué)技術(shù)的發(fā)展和進(jìn)步，尤其是數(shù)據(jù)庫和商業(yè)智能的日趨成熟，客戶關(guān)系管理系統(tǒng)存在的上述問題和困難必然會逐步得以解決。 總之，要想在競爭中取勝，我國商業(yè)銀行必須從經(jīng)營理念、業(yè)務(wù)流程等多方面進(jìn)行全面的改革。實施科學(xué)的客戶關(guān)系管理，才能實現(xiàn)可持續(xù)的發(fā)展。
[Abstract]:In the traditional economic form, the bank, as the social financial intermediary, dominates the operation and development of the whole economy. With the deepening of the reform of the financial system and the increasingly fierce competition in the banking industry, the supply and demand pattern of the financial market has undergone a fundamental change, the seller's market has gradually been replaced by the buyer's market, and the main body consciousness and crisis consciousness of the commercial banks have been continuously strengthened. As the main body of the market, profit maximization is not only the business goal of commercial banks, but also the internal motive force to strengthen marketing. At present, the banking market in China has been initially divided between state-owned commercial banks and small and medium-sized banks, the scale benefit is no longer prominent, and customers become the vital commercial resources of the banks. To formulate customer strategy, establish a continuous, stable and scientific customer relationship management system, deeply tap the benefits of customer resources, vigorously develop customer-centric financial marketing and high-quality interactive financial services, To realize the double-win benefits between banks and customers has become the goal pursued by major commercial banks. Based on the theory of customer relationship management, combined with the current situation of commercial banks in China and the actual situation of establishing and perfecting the customer relationship management system in China's banking industry, the thesis makes a theoretical exploration. This paper explores the customer relationship model and customer relationship management system of Chinese commercial banks, aiming at providing some useful ideas for the correct introduction and effective use of customer relationship management system in Chinese commercial banks. At present, the biggest gap between Chinese banks and foreign banks lies in customer service. The research on CRM of domestic commercial banks has just started, and there is not a complete theoretical system. Therefore, this paper based on the application of CRM theory in commercial banks, hoping to systematically explore the application of this theory in the banking industry, and further improve the customer relationship management in China's banking to provide a certain reference. This paper mainly adopts the research method of combining theoretical analysis and case analysis. This article is divided into six parts: the first chapter, introduction, mainly introduces the research questions, background, methods, framework, domestic and foreign research status and the innovation of this study; chapter two, commercial bank customer relationship management overview; chapter three, Practice and reflection on localization of customer relationship management in commercial banks; chapter four, effect analysis of customer relationship management in commercial banks in China; chapter five, mode selection of customer relationship management in commercial banks in China; chapter 6, Conclusions and policy recommendations. Due to the restriction of objective conditions and technology, the customer relationship management system studied and developed in this paper still has many shortcomings. Further improvement and improvement are needed. Customer relationship management is undoubtedly a development direction of commercial banks in the future, with the development and progress of science and technology, especially the maturation of database and business intelligence. The above problems and difficulties in CRM system will be solved gradually. In short, in order to win in the competition, our commercial banks must carry on the comprehensive reform from the management idea, the business process and so on. Only by implementing scientific customer relationship management can sustainable development be realized.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：F832.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 王永紅;王向輝;李東旭;;淺談商業(yè)銀行客戶關(guān)系管理的實施策略[J];學(xué)理論;2010年21期

相關(guān)碩士學(xué)位論文 前2條

1 鄭承滿;基于DW的商業(yè)銀行ACRM研究與應(yīng)用[D];廈門大學(xué);2008年

2 王剛;數(shù)據(jù)挖掘在J銀行個人CRM中的應(yīng)用研究[D];大連理工大學(xué);2012年

本文編號：2197642