交通银行大连分行客户关系管理应用-工商管理专业论文.docxVIP

AbstractBank Abstract Bank is a special enterpt‘i se which deals in currency．With the arising tide of flnancial liberalization，domestic banking has changed from seller’s market into buyer’s market rapidlY ln onlY a decade．Each bank has fullY realized that customer is the determinant of the its performance in the fierce competit ion．So marketing has become the most important job of al l of the banks．However． most of the banks including Bank of Communication Dalian Branch do not have a systematic solution to attract and retain good customers．Instead，they depend more on few persons of high‘Capability’or some abnormal means，which does no good to the long term stable development of banks． Based on the practice of Bank of Communication Dalian Branch，I try to apply Customer Relation Management(CRM)to i t so that we can find out a new way for Bank of Communication Dal Jan Branch to buiid its core competency and win some advantages in the competition with other banks， On the basis of analysing the interior and exterior environment of Bank of Communication Dalian Branch and introducing fundamental theories of CRM，I emphasize the research of how to promote and implement CRM． In the sequence of rai sing，analysing and solving probIems，the article is divided into 5 parts：Part l i s Introduction．including the background，significance and way of thinking of the research．Part 2 introduces the fundamental theories of CRM and the significance of its application．Part 3 is the implementation of CRM．This part designs a outline of sequence for the implementation in Bank ofCommunication Dalian Branch，including analysing the environment of CRM，constructing the target of CRM，setting up the CRM strategy aiming at both retained and new CUStomers， optlmizing business process and establishing CRM system．Part 4 introduces the early preparation of Bank of Communication Dal ian Branch to apply CRM，including the changing of thoughts， adjustments of organlzatlonal con