商业银行客户关系管理探析--以中国银行赣州市分行为例.pdfVIP

摘 要 拥有众多的个人客户是我国商业银行的典型特征，20 世纪90 年代中期以后， 我国商业银行的竞争日趋激烈，优质客户的竞争成为商业银行竞争的焦点之一。 客户关系时代的来临使企业与客户之间的关系受到了空前的重视。越来越多的实 践证明，企业成功的关键在于重视顾客的需求，提供满足顾客需求的产品和服务， 以确保顾客获得较高的满意度，增加重复购买的可能性，通过维持长期的客户关 系来营造新的竞争优势。在国内个人金融市场竞争日益加剧和对外资银行全面开 放的新形势下，如何对个人客户实施有效的管理，是一个紧迫而具有现实意义的 重要课题。 本文从客户关系管理的渊源入手，论述了客户关系管理的内涵和基本理论。 通过对比分析商业银行的传统模式和新模式，讨论了银行业与客户关系管理的密 切关系，对赣州市中行的客户管理进行系统分析，指出为顾客创造价值和赢得有 价值的顾客已经成为新的竞争焦点。并强调了客户关系管理对银行的重要性以及 对银行竞争力的巨大提升作用。本文紧密结合我国商业银行的实际情况，从营销 学角度对实施个人客户关系管理进行了多方位的深入分析。 关键词: 赣州市中行 客户关系管理 个人客户 1 Abstract Possessing a large personal customer asset is a typical characteristic of Chinese commercial banks the competition among the commercial banks has become fiercer since the 90’s of 20th century ．Winning over the quality customers has become one of the focuses of the commercial banks ’competition ．As the era of customer relationship arrives ,attention to the relationship of enterprises and customers becomes unprecedented ．More and more practice proves that the key point of success to a company lies in paying attention to the customers ’ demand ,offering products and services that satisfy the customers ’ demand to ensure higher satisfaction for the customers and higher possibility of the customers’repeated consumption ．Thus ,the new competition advantages can be built through keeping the long-term customer relationship ．“How to carry out effective management on the personal customer relationship” becomes urgent and significant in a barnd-new situation that personal finance market is open to not only the domestic commercial banks but also the foreign ones ． This paper introduces the historical origin of CRM first and elaborates on the connotation and the basic theories of CRM ． Accord