客户关系管理在我国商业银行的应用研究

【作者】 袁勤；

【导师】 易传和；

【作者基本信息】 湖南大学 ， 金融学， 2003， 硕士

【摘要】 论文研究基于客户关系管理的理论，结合我国商业银行的现状，探索了我国商业银行客户关系模型和如何实施客户关系管理系统，目的在于对如何将客户关系管理正确导入我国商业银行并有效的加以利用提出建议。 论文的主要内容如下： (1)以客户关系的发展历史和理论研究为背景，分析了国内外有关的研究动向，认为：客户关系管理是一种建立在“以客户为中心”思想上的经营战略，确定了以计算机管理系统进行的技术实现将是商业银行客户关系管理的研究范围，考察了我国商业银行的客户关系管理现状，归纳了在建设中遇到问题。 (2)从商业银行的建设原则和模式出发，探讨了建设CRM前期需要进行的准备工作。 (3)提出了商业银行客户关系管理系统设计构架，重点分析了在设计中采用的平台选择和EAI、信息门户、主动信息服务等技术。 (4)提出了商业银行客户关系管理中客户价值分析、客户利润回收分析和客户生命周期分析模型，并说明了其求解和应用方法。 (5)进行软件选型和系统实施策略研究，并探讨CRM评估体系建设的原则和方法。 论文的主动信息服务部分工作获得国家科技部中小企业创新基金支持。更多还原

【Abstract】 Based on theories of customer relationship management, this thesis makes researches in how banking industry manages their customer resources-through setting up the commercial banks’ Customer Relationship Model and carrying out CRM system. The thesis intends to find out how to properly introduce CRM into commercial banks and how to make efficient use of CRM.The main contents include:I. Taking the development history and theoretical research of CRM as the background, analyze the professional trend home and abroad, and find out that CRM is a operation strategy based on the concept of "customer being the center". As to commercial banks, CRM more means a computer management system for operation and management. From analyzing the current situation of commercial banks, we can see application of CRM is necessary and important. There are several wrong ideas in CRM construction.II. Discuss the preparation works needed in the beginning stage of CRM construction, viewing from the CRM principle and model of commercial banks.III. Put forward the framework of CRM system design. Stress is on platform choice in design, EAI, Information Gateway, and active info service technology.IV. Put forward customer value analysis, customer profit return analysis, and customer lifecycle model. Give the answer and application.V. Make study on software choice and system application strategy. Discuss principle and method of CRM valuation system.The active info service part is supported by the Innovation Funds for Small and Medium corporation from Nation’s Technology Ministry.更多还原