客户关系管理在招商银行的应用研究.docVIP

毕业设计（论文） 题目： 客户关系管理在招商银行的应用研究 学生姓名： 学 号： 班 级: 工商管理5班 专 业： 工商管理（物流管理） 所 在 系: 管理系 指导教师： 客户关系管理在招商银行的应用研究 摘要 银行的客户关系管理是银行与客户的双向互动，核心是客户，银行实施客户关系管理有着积极并卓有成效的作用。在国内，招商银行的客户管理系统致力于为客户提供高品质和亲和力的服务，使客户的忠诚度和满意度都非常高，在中国银行业实施客户关系管理方面进行了富有成效的探索。本文对招商银行客户关系管理系统的实施现状进行描述，并从客户管理、渠道和产品管理、基础设施管理三个层面分析招商银行的客户关系管理战略，总结招商银行客户关系管理的成功经验和不足之处，从中吸取经验教训。 关键词：客户关系管理；招商银行；应用研究 STUDY ON APPLICATION OF CHINA MERCHANT BANK’S CUSTOMER RELATIONSHIP MANAGEMENT ABSTRACT The banks customer relationship management is a two-way interaction between banks and their customers, in which the core is the customer. Bank plays a positive and effective role in the implementation of customer relationship management. In China, China Merchants Banks customer management system committed to providing customers with high quality and affinity services to enable customer loyalty and satisfaction are very high, in the Chinese banking customer relationship management aspects of the implementation of fruitful exploration. This will be China Merchants Bank to implement customer relationship management system describing the present condition, and from customer management, channel and product management, infrastructure management at three levels of investment banks customer relationship management strategy, summed up China Merchants Banks successful experience in customer relationship management and shortcomings, learn from this experience. Key words：Customer Relationship Management；China Merchants Bank； Application Study 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc262044747 1绪论 PAGEREF _Toc262044747 \h 1 HYPERLINK \l _Toc262044748 1.1 研究背景及意义 PAGEREF _Toc262044748 \h 1 HYPERLINK \l _Toc262044749 1.2 客户关系管理内涵界定 PAGEREF _Toc262044749 \h 1 HYPERLINK \l _Toc262044750 1.3客户关系管理理论综述 PAGEREF _Toc262044750 \h 1 HYPERLINK \l _Toc262044751 2 招商银行的客户关系管理系统的应用情况 PAGEREF _Toc262044751 \h 3 HYPERLINK \l _Toc262044752 2.1 招商银行简介 PAGEREF _