基于crm的商业银行服务流程改造-金融学专业论文.docxVIP

基于CRM的商业银行服务流程改造摘要 基于CRM的商业银行服务流程改造 摘要 随着中国入世和金融体制改革的逐渐深入，中国商业银行业面J晦着前所未有 的竞争压力。混业与创新在改变着金融服务的形态，但客户关系和资源掌控的格 局，却深刻改变着金融市场的力量对比。只有从竞争关键客户入手，实施客户关 系管理(CRM)，精深理解本土客户需求，才是中国商业银行应对经营环境变化、 保持核心竞争力的正确选择。但在商业银行是否有必要实施CRM?在实施过程中 应该如何制定策略才能保证CRM的实旌效果?这些问题一直是业界讨论的焦点。 本文正是从上述现实问题入手，将理论研究与案例分析相结合，重点介绍了 CRM在商业银行实施的必要性、可行性以及实施策略。全文分为五个部分。首先 介绍了CRM的基本理论。在此基础上，对商业银行实施CRM的必要性和可行性进 行了深入分析。根据上述理论分析，随后进行了案例分析，以笔者自身的工作实 践以及对CRM理论的认识，对所在单位青岛市农业银行部署CRM提出了设计方案， 主要包括实施计算机“客户关系模型”建立，实施CRM的影响要素、总体设计、 实施步骤以及银行内部需要完成的配套制度改革等内容。最后对CPOI在商业银行 的未来应用进行了展望。 关键词： ORM关系营销客户中心论差异化服务 苎主!!坚塑塑些堡堡坐堑塑堡垫丝 苎主!!坚塑塑些堡堡坐堑塑堡垫丝 一 一 Absti-act with China’s access to WT0 and deeper reform of financial system，China commercia【banks are facing unprecedented preszure．Althool曲irmovation aIe changing the form of financial service，Customer Relationship，in fact，are profoundly controlling the forces balance in financial market．Therefore．in order to reply to the changes in management stmoundings and to keep the core“competence power,lt 1S the correct choice for China commercial banks to strive for the key customers，to carry out CRM(Customers Relationship Management)，tO intensively understand the requirements of lOCal customers．But．iS it necessary for the commercial banks to fulfill CRM?HOW to set down the strategy to ensure the effect of CRM futfillment? All the above are the如cns issues discussed in this circle． To start with the afore．said practical problems，the papor,with the combination of theory and cases，put all emphasis on the necessity,workability of CRM performance in commerciaI banks together with itS fulfillment strategy．The whole paper is divided into 5 parts．Firstly,introduction of basic theory of CRM；Secondly, necessary analysis；Thirdly,workability analysis；Fourth，cases analysis，From the author’S own working experience and cognition over CRM theory,the author put forward his own design about CRM performance in Qingdao Agricultural Bank， including precondition of CRM，whole design and corresponding reform inside the