金融营销论文北京银行客户关系管理研究.docxVIP

天津职业技术师范大学Tianjin University of Technology and Education结 课 论 文专 业： 金 融 学班级学号：金融*********号 学生姓名： 指导教师： 二○一六年十二月天津职业技术师范大学本科生结课论文北京银行客户关系管理研究The study of bank customer relationship management in Beijing专业班级： 学生姓名： 指导教师： 学 院： 2016年12月摘 要客户关系管理(Customer Relationship Management)作为一种旨在改善企业与客户之间关系的新型管理机制，是管理技术与电子技术结合的产物，它兴起于 20 世纪 80 年代，实施于企业的市场营销、销售、服务与技术支持等与客户有关的领域，其目标是通过管理与客户间的互动，努力减少销售环节，降低销售成本，实现最终效果的提高。作为中国最早涉足“以客户为中心”这一经营理念的金融业，客户关系管理有利于银行保持长久竞争力并带来新的竞争优势。在市场竞争激烈的北京金融市场，北京银行连续三年挤进全球百强银行，成功跃升首都金融界第一位一直处于行业中的领先地位。面对日趋激烈的市场竞争，如何继续保持自己的领先优势，不断为社会创造效益，为股东创造回报，必须全面引入客户关系管理。本文以客户关系管理理论为基础，通过对北京银行 CRM 实施必要性的分析，结合实际情况，对如何成功实施客户关系管理问题展开研究，最后提出在北京银行实施 CRM 的具体步骤及相关建议。关键词：北京银行；客户关系管理ABSTRACTCustomer Relationship Management (Customer Relationship Management) is a new management mechanism to improve the relationship between enterprises and customers. It is the combination of management technology and electronic technology, it emerged in 1980s, implemented in marketing, sales, service and technical support customer related field, its goal is through interaction between the management and the customer, to reduce the sales cycle, reduce the cost of sales, improve the final effect. As Chinas first set foot in the customer centric business philosophy of the financial industry, customer relationship management is conducive to the bank to maintain long-term competitiveness and bring new competitive advantage.In the fierce market competition in the financial market in Beijing, Beijing bank for three consecutive years to squeeze into the worlds top 100 banks, the success of the capital of the financial sector has been the first leading position in the industry. In the face of increasingly fierce market competition, how to continue to maintain its leading edge, and constantly create benefits for the community, to create returns for shareholders, must be fully introduced customer relationship management.This paper is based on the theory of customer relationship management,