东北财经大学本科.doc

东北财经大学本科毕业论文 商业银行客户经理制 对于客户关系价值分析体系的影响 作 者 院 系 工商管理学院 专 业 市场营销 年 级 学 号 指导教师 孟韬 答辩日期 成 绩  摘 要 随着我国银行业的全面对外开放，内外资商业银行的竞争几乎到达白热化阶段。客户被视为银行最重要的资源，显然是各大银行竞相争夺的对象，客户关系管理的理论与实践也被推向新的高度。实施客户关系管理的第一环节便是识别客户给银行带来的价值，从而进行正确的客户分层和有效的关系营销。客户价值有两个方向：一是站在客户的立场上来看，即客户感知到的能够从银行得到的让渡价值；二是站在银行的立场上，即银行从客户身上得到的总收入减去为之付出的总成本，称为客户关系价值。客户经理作为银行与客户之间的桥梁和纽带，既要站在客户立场上了解客户让渡价值，又要站在银行立场上识别客户关系价值。 本文着重讲的是后半部分——银行如何识别客户关系价值。根据国内外现有银行对于这方面的不足，本文建立了客户关系价值的分析体系，引进了该体系的评价指标以及银行客户经理制对于该体系方方面面的影响。 关键词：顾客价值 银行客户经理制 客户关系价值  Abstract With Chinese banking opening up to the outside world, campaigns between domestic banks and foreign banks have gone extreme. As the essential resource of banking, customers are obviously regarded as the target which the major banks struggle for. The theory and practice of customer relationship management (CRM) has already reached a new height. The first step of implementing CRM is to identify customers’ value for the banks, in order to practise customer layer management effectively. Customer value contains tow aspects. From customer perspective, it’s a kind of delivered value that customers perceive from banks; From bank perspective, it’s the bank’s total income from customers minus total cost for customers( It could be called customer relationship value). As the bridge and link between banks and customers, client managers not only have necessary to consider customers in their position , but stand on bank position to identify customer relationship value as well. The article stresses on the second half--- how to identify customer relationship value. According to some deficiencies on the respect, the paper establishes an analysis system of customer relationship value, and introduces the evaluation index of the system and the impact from customer manager system. Key words: customer value banking