商业银行操作型客户关系管理系统的分析与应用研究

发布时间：2018-05-13 11:49

本文选题：银行 + 操作型　；参考：《湖南大学》2015年硕士论文

【摘要】：OCRM概念引入中国已有数年,随着网络技术的不断发展,以客户为核心的战略导向已成为银行业的发展趋势。近年来,银行业不断对客户行为进行研究,并积极通过电子化渠道对业务流程进行规范,一方面逐步提升客户对银行的忠诚度和满意度,同时也能有效为企业提供决策辅助,帮助企业共同成长,实现银行和企业之间双赢的目标。本文以某银行为对象,根据其业务特征,实现了客户信息整合、自动甄选等功能,所建设OCRM系统具备业务流程管理和客户管理两大部分。业务流程管理部分是针对对公客户经理营销业务流程进行管理,包括任务管理、活动管理、服务团队、业绩考核功能模块;客户管理部分则是在业务流程中形成的数据基础上,对客户信息和业务信息进行管理,主要包括:客户信息、客户调整、客户分配等模块的内容。从而达到提高效率、精细管理的目的。本文利用成熟的AJAX、ASP网络技术、SQL Server数据库技术等,并依托面对对象的JAVA语言,实现了商业银行操作性客户关系系统,该系统在逻辑设定上采用B/S模型,大致可分为四层:客户层(建立信息)、Web层(传递信息)、应用层(处理及反馈信息)及数据库层(信息生成)。最终,通过搭建软硬件环境,对OCRM系统的功能进行测试,测试结果表明,该系统可提供稳定的功能服务,为银行管理和决策提供支撑。通过对该课题的研究,有助于银行通过对客户的梳理和筛选,进行信息分析,完善客户关系管理,提升竞争力。
[Abstract]:The concept of OCRM has been introduced into China for several years. With the continuous development of network technology, customer-centered strategic orientation has become the development trend of the banking industry. In recent years, the banking industry has constantly studied customer behavior, and has been actively standardizing business processes through electronic channels. On the one hand, it can gradually enhance customer loyalty and satisfaction to the bank, and at the same time, it can effectively provide decision-making assistance for enterprises. Help the enterprise grow together, realize the double-win goal between the bank and the enterprise. This paper takes a bank as an object, according to its business characteristics, realizes the functions of customer information integration, automatic selection, etc. The OCRM system has two parts: business process management and customer management. The part of business process management aims at managing the marketing business process of the public account manager, including task management, activity management, service team, performance evaluation function module, and customer management part is based on the data formed in the business process. Management of customer information and business information, including: customer information, customer adjustment, customer distribution module content. In order to achieve the purpose of improving efficiency and fine management. This paper makes use of the mature Ajax ASP network technology and SQL Server database technology, and relies on the JAVA language to face the object, realizes the operational customer relationship system of the commercial bank. The system adopts the B / S model in the logic setting. It can be roughly divided into four layers: the client layer (building information / Web layer), the application layer (processing and feedback) and the database layer (information generation layer). Finally, the function of OCRM system is tested by setting up software and hardware environment. The test results show that the system can provide stable functional services and provide support for bank management and decision-making. Through the research of this subject, it is helpful for banks to analyze the information, perfect the customer relationship management and enhance the competitiveness through the sorting and screening of customers.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.52

【参考文献】