我国商业银行客户关系管理研究
发布时间：2018-08-22 16:18
【摘要】： 在传统经济形态中，，银行作为社会的金融中介，主宰着整个经济的运行与发展。随着金融体制改革的深化和银行业竞争的日趋激烈，金融市场的供求格局发生了根本转变，卖方市场逐步被买方市场替代，商业银行的主体意识和危机意识不断增强。作为市场主体，利润最大化是商业银行的经营目标，也是其加强市场营销的内在动力。目前，中国的银行市场已被国有商业银行和中小银行初步分割完毕，规模效益不再突出，客户成为银行至关重要的商业资源。制定客户战略，建立持续、稳定、科学的客户关系管理体系，深度挖掘客户资源的效益，大力开展以客户为中心的金融营销和以优质互动为主的金融服务，实现银行与客户利益的“双赢”，已经成为各大商业银行追求的目标。 论文基于客户关系管理理论，结合我国商业银行的现状，以及中国银行业建立和完善客户关系管理体系的实际情况，进行理论上的摸索，探索了我国商业银行客户关系模型和客户关系管理系统，目的在于为我国商业银行正确引入并有效使用客户关系管理系统提供一些有益的思路。目前，中资银行与外资银行最大的差距在于客户服务方面，国内商业银行CRM的研究才刚刚起步，还没有一套完整的理论体系。因此，本论文以CRM理论在商业银行中的应用研究立题，希望能够系统性的深入探讨此理论在银行业中的应用，并为中国银行业进一步完善客户关系管理提供一定的借鉴作用。 本论文主要采用理论分析与案例分析相结合的研究方法。本文分为六部分：第一章，引言，主要介绍文章研究的问题、背景、方法、框架、国内外研究现状以及本研究的创新之处；第二章，商业银行客户关系管理概述；第三章，商业银行客户关系管理本土化实践与反思；第四章，我国商业银行实施客户关系管理的效应分析；第五章，我国商业银行客户关系管理实施的模式选择；第六章，研究结论与政策建议。 由于客观条件和技术的制约，本文所研究和开发的客户关系管理系统还存在许多不足之处，主要表现为：操作运营型的模块居多，而分析统计的模块较少，需要进一步完善和改进。客户关系管理无疑是商业银行未来的一个发展方向，随 着科学技术的发展和进步，尤其是数据库和商业智能的日趋成熟，客户关系管理系统存在的上述问题和困难必然会逐步得以解决。 总之，要想在竞争中取胜，我国商业银行必须从经营理念、业务流程等多方面进行全面的改革。实施科学的客户关系管理，才能实现可持续的发展。
[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supply and demand pattern of the financial market has undergone a fundamental change, the seller's market has gradually been replaced by the buyer's market, and the main body consciousness and crisis consciousness of the commercial banks have been continuously strengthened.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.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F832.2
本文编号：2197642
[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.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F832.2
【引证文献】
相关期刊论文 前1条
1 王永红;王向辉;李东旭;;浅谈商业银行客户关系管理的实施策略[J];学理论;2010年21期
相关硕士学位论文 前2条
1 郑承满;基于DW的商业银行ACRM研究与应用[D];厦门大学;2008年
2 王刚;数据挖掘在J银行个人CRM中的应用研究[D];大连理工大学;2012年
本文编号：2197642
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