广东省黄金公司户关系管理系统研究.doc

摘要 随着电子商务时代的来临，客户变得越来越重要，谁能掌握客户的需求趋势，加强与客户的联系，有效管理和发掘客户资源，谁就能取得市场竞争优势。客户关系管理成为企业制胜的关键。本文旨在对我国企业客户关系管理理论和实践进行探索性研究，针对我国企业客户关系管理现状，借鉴国外企业先进经验，结合市场竞争环境的变化，对我国企业，特别是国内商业银行，如何实施客户关系管理提出了一些建议。论文首先对客户关系管理兴起的原因和国内的发展现状进行了分析;然后对客户关系管理的基本理论进行论述:研究了客户关系管理与其他系统的集成问题，分析了客户关系管理与企业资源计划系统及供应链管理系统的整合。对客户关系管理实施中的步骤、难点和实施的绩效评价进行具体分析。之后，论文分析了国内商业银行客户关系管理的现状和面对的挑战，对其客户关系管理的解决方案提出了一些建议。本文最后展望了客户关系管理的未来发展趋势。 关键词：广东省，黄金公司，客户关系，管理系统，研究； Abstract With the coming of electronic commerce, customers become more and more important, who can grasp the customer demand, strengthen ties with customers, effective management and explore customer resources, who will be able to gain the competitive advantage in the market. Customer relationship management has become the key to business success. This paper aims to make a research on the theory and practice of Chinese enterprise customer relationship management, in view of the present situation of the enterprise customer relationship management, drawing on advanced experience of foreign enterprises, combined with the change of the market competition, the enterprises of our country, especially in the domestic commercial banks, how to implement customer relationship management and puts forward some suggestions. This paper first analyses the relationship between the management of the reasons for the rise and the development of the customer; and then discusses the basic theory of customer relationship management: integration of customer relationship management and other systems, analyzes the integration of customer relationship management and enterprise resource planning system and supply chain management system. Performance evaluation of the implementation of customer relationship management steps, difficulties and the implementation of specific analysis. Then, the paper analyzes the current situation of domestic commercial banking customer relationship management and facing the challenges, some suggestions for the solution to the customer relationship managem