论文标题:基于CRM的商业银行运营模式研究
Research of Commercial Banks Operating Mode Based on CRM
论文作者
论文导师 赵金楼,论文学位 硕士,论文专业 管理科学与工程
论文单位 哈尔滨工程大学,点击次数 134,论文页数 70页File Size3849K
2007-05-01论文网 http://www.lw23.com/lunwen_82244962/
Commercial bank;; CRM;; Relation marketing;; Service marketing
在以市场为导向的市场经济时代，客户作为企业重要的资源，决定着企业的经营策略、组织构架、产品及盈利模式，对银行形成核心竞争力起到决定性的作用。而客户关系管理CRM不但涉及到对银行外部客户资源的分析、挖掘和服务，更对企业内部的管理流程及价值链的优化起到主导作用，对一个银行的生存和发展有着深远意义，尤其是在提倡客户价值、企业价值长期互生和注重差异服务的市场趋势下，意义尤为明显。 对于商业银行而言，CRM在整个银行经营过程中的比重更加突显，因为商业银行既要以负债类产品从客户市场筹集资源，又要通过向客户市场投放资产类和中间业务类产品获得效益，也就是说，商业银行的上游和下游是具有同源性质的客户群体，他们是商业银行的生存之基，发展之源。所以，构建基于CRM的商业银行运营模式是非常有意义的，对商业银行提高客户的忠诚度，发掘潜在客户，增加客户价值和自身的核心竞争力非常有帮助。因此，作者在充分了解国内外商业银行应用客户关系管理系统情况下，在服务营销、关系营销及CRM的理论基础上，从目标、原则和体系几个方面构建了基于CRM的商业银行运营模式，一种通过分析和综合的系统思想来提高服务、营销、人员及管理质量的运营体系，同时，对于运营模式实施提出系列的保障措施。
In market-oriented market economy times, the customer is important resource of enterprise, the pattern , the competition forming core to the bank being deciding the enterprise management tactic , organization truss , product and being gaining a profit of play arrive at decisive role. But not only Customer Relationship Management CRM relate that to bank outside customer resource analysis , excavate and serve , but also play arrive at dominant role to internal enterprise administration technological process and value chain optimization, exist and develop to a bank"s to have far-reaching significance, especially significance is especially obvious under advocating customer value , enterprise value long range alternation and attaching importance to the market trend that difference serves. Be in the entire bank to the commercial bank , CRM manage specific gravity in process is more suddenly obvious, because of the commercial bank raises resource from customer marketplace now that essential points is similar to a product with liabilities , will pass to customer marketplace again put into circulation the assets kind and the centre business kind product gain beneficial result, just say, commercial bank upper reaches and lower reaches are to have the consanguinity character customer group , they are commercial bank base of survival , source of developing. Therefore, the pattern is very meaningful, the commercial bank building build CRM-based is in motion and does business , improves customer"s fidelity degree , enearth the lurking customer , increases customer value and self"s core competition having very much helping to the commercial bank. Under the Customer Relationship Management system condition the author is applied to knowing the home and abroad commercial bank sufficiently, on the rationale serving the camp pin , concerning the camp pin and CRM, the commercial bank that several aspect has structured from the target , principle and system CRM-based is in motion and does business pattern, the pattern puts the guarantee measure bringing forward a series into practice one kind at the same time by the system and managing the mass being in motion and doing business to come to raise service , camp pin , personnel analytical and synthetical system thought,to being in motion and doing business
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