基于价值链整合的工商银行客户关系管理研究
发布时间：2018-08-04 20:09
【摘要】：CRM作为衡量银行经营管理水平的重要标志之一，对培养工商银行核心竞争力具有重大作用。当前，工商银行在中面临一些前所未有的挑战：世界经济一体化进程和外资银行的涌入，使其面对复杂的经营环境和日益激烈的行业竞争；当代客户的需求呈现出个性化和低稳定性的特征。为了帮助银行应对新的挑战，提升其客户关系管理能力，有必要将工商银行内部价值链与客户价值链进行整合，构建工商银行CRM整合价值链，进而达到控制经营风险和构建竞争优势的目标。 在对CRM和价值链相关文献进行系统梳理的基础上，探析构建工商银行CRM整合价值链模型的方法，实现工商银行内部价值链和顾客价值链的整合。工商银行CRM整合价值链模型从客户需求出发，以客户体验为中心，确保银行每项工作都以客户为中心。将理论研究和实证研究相结合，在工商银行整合价值链模型的指导下，构建了CRM整合价值链评价指标体系，从定量和定性两个方面相结合进行了实证分析，同时提出了改善工商银行CRM能力的相应对策建议。 工商银行要提升CRM能力，关键在于对客户需求的把握。通过构建工商银行整合价值链模型，运用层次分析法构建CRM评价指标体系，得出以下结论：第一，工商银行CRM整合价值链的内涵和本质特征。工商银行CRM整合价值链是将客户体验与企业价值活动紧密结合，确保银行每项产品和服务都能满足客户当前和潜在的需求，银行通过该模型影响服务对象对金融产品和交易过程的感知，进而引导客户做出有利于银行的价值决策，该模型具有互动性、增值性和创新性等特征。第二，，工商银行CRM整合价值链分析框架。该整合价值链包含内部价值链和客户价值链，以客户价值活动为中心不断调整内部价值活动，在实现客户满意的同时达到银行运营目标。第三，工商银行CRM整合价值链评价。针对工商银行CRM现状提出以下建议：坚持推进文化建设，转变服务理念；坚持推进银行管理、制度和业务创新工作，培养现代化的CRM人才；坚持推进CRM价值链整合。
[Abstract]:As one of the important marks to measure the management level of banks, CRM plays an important role in cultivating the core competitiveness of ICBC. At present, ICBC is faced with some unprecedented challenges: the process of world economic integration and the influx of foreign banks make it face the complex business environment and increasingly fierce industry competition; The needs of contemporary customers are characterized by personalization and low stability. In order to help banks cope with new challenges and enhance their ability of customer relationship management, it is necessary to integrate the internal value chain of ICBC with the customer value chain and construct the integrated value chain of ICBC CRM. Then achieve the goal of controlling management risk and constructing competitive advantage. On the basis of systematical combing of CRM and relevant documents of value chain, this paper analyzes the method of constructing CRM integration value chain model of ICBC, and realizes the integration of internal value chain and customer value chain of ICBC. Industrial and Commercial Bank of China (ICBC) CRM integration value chain model starts from customer demand, takes customer experience as the center, and ensures that every job of the bank is customer-centric. Under the guidance of the integrated value chain model of ICBC, the evaluation index system of CRM integration value chain is constructed, and the empirical analysis is carried out from both quantitative and qualitative aspects. At the same time, the corresponding countermeasures and suggestions to improve ICBC's CRM capability are put forward. ICBC wants to enhance CRM ability, the key lies in the grasp to customer demand. By constructing the integrated value chain model of ICBC and applying AHP to construct the evaluation index system of CRM, the following conclusions are drawn: first, the connotation and essential characteristics of the integrated value chain of ICBC CRM. ICBC CRM integration value chain is a close integration of customer experience and enterprise value activities to ensure that each of the Bank's products and services can meet the current and potential needs of customers. Through this model, banks influence the perception of financial products and transaction processes, and then guide customers to make value decisions in favor of banks. The model has the characteristics of interactivity, appreciation and innovation. Second, ICBC CRM integrated value chain analysis framework. The integrated value chain includes the internal value chain and the customer value chain. Taking customer value activities as the center, the integrated value chain constantly adjusts the internal value activities, and achieves the bank operation objectives while realizing customer satisfaction. Third, ICBC CRM integration value chain evaluation. In view of the current situation of ICBC CRM, the following suggestions are put forward: persisting in promoting cultural construction and changing service concept, persisting in promoting bank management, system and business innovation, training modern CRM talents, and promoting CRM value chain integration.
【学位授予单位】：西华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33
[Abstract]:As one of the important marks to measure the management level of banks, CRM plays an important role in cultivating the core competitiveness of ICBC. At present, ICBC is faced with some unprecedented challenges: the process of world economic integration and the influx of foreign banks make it face the complex business environment and increasingly fierce industry competition; The needs of contemporary customers are characterized by personalization and low stability. In order to help banks cope with new challenges and enhance their ability of customer relationship management, it is necessary to integrate the internal value chain of ICBC with the customer value chain and construct the integrated value chain of ICBC CRM. Then achieve the goal of controlling management risk and constructing competitive advantage. On the basis of systematical combing of CRM and relevant documents of value chain, this paper analyzes the method of constructing CRM integration value chain model of ICBC, and realizes the integration of internal value chain and customer value chain of ICBC. Industrial and Commercial Bank of China (ICBC) CRM integration value chain model starts from customer demand, takes customer experience as the center, and ensures that every job of the bank is customer-centric. Under the guidance of the integrated value chain model of ICBC, the evaluation index system of CRM integration value chain is constructed, and the empirical analysis is carried out from both quantitative and qualitative aspects. At the same time, the corresponding countermeasures and suggestions to improve ICBC's CRM capability are put forward. ICBC wants to enhance CRM ability, the key lies in the grasp to customer demand. By constructing the integrated value chain model of ICBC and applying AHP to construct the evaluation index system of CRM, the following conclusions are drawn: first, the connotation and essential characteristics of the integrated value chain of ICBC CRM. ICBC CRM integration value chain is a close integration of customer experience and enterprise value activities to ensure that each of the Bank's products and services can meet the current and potential needs of customers. Through this model, banks influence the perception of financial products and transaction processes, and then guide customers to make value decisions in favor of banks. The model has the characteristics of interactivity, appreciation and innovation. Second, ICBC CRM integrated value chain analysis framework. The integrated value chain includes the internal value chain and the customer value chain. Taking customer value activities as the center, the integrated value chain constantly adjusts the internal value activities, and achieves the bank operation objectives while realizing customer satisfaction. Third, ICBC CRM integration value chain evaluation. In view of the current situation of ICBC CRM, the following suggestions are put forward: persisting in promoting cultural construction and changing service concept, persisting in promoting bank management, system and business innovation, training modern CRM talents, and promoting CRM value chain integration.
【学位授予单位】：西华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33
【相似文献】
相关期刊论文 前10条
1 吴志军;客户关系管理中的数据挖掘[J];商场现代化;2005年20期
2 周丽丽;;关于客户关系管理的基本问题研究[J];现代商业;2008年11期
3 戴艳红;贺红燕;;数据挖掘技术在客户关系管理中的应用研究[J];商场现代化;2006年34期
4 谢佳佳;;CRM在现代企业中的应用[J];消费导刊;2008年21期
5 胡致杰;;数据挖掘技术在银行CRM中的应用[J];华南金融电脑;2008年07期
6 石彦芳;石建国;周檬;;数据挖掘技术在CRM中的应用[J];中国商贸;2010年02期
7 苑富强;;CRM与电子商务的融合——打造完美企业网络营销平台[J];中国商贸;2010年16期
8 任成梅;;国内企业客户关系管理实施研究[J];科技资讯;2009年20期
9 孙宁;;基于数据挖掘的客户关系管理问题的研究[J];科技和产业;2011年06期
10 王超;;基于中国移动特定业务场景下的客户关系管理分析[J];企业技术开发;2011年16期
相关会议论文 前10条
1 张s
本文编号：2165004
本文链接：https://www.wllwen.com/guanlilunwen/kehuguanxiguanli/2165004.html
