我国商业银行的客户关系管理 毕业论文资料.doc

摘 要 商业银行的客户关系管理不但要注重以客户为中心，而且利用客户关系管理系统来降低银行的经营成本，达到实现银行客户收益最大化的目标。我国商业银行实施客户关系管理，必须正视所存在的认识不足、机构设置不配套、软件开发能力差、缺少复合型人才等诸多问题。应制定相关措施，加快改革经营管理体制，构建合理业务流程，实施差异化营销策略，培养适合客户关系管理需要的复合型人才，以促进银行提升竞争能力和盈利能力。 本文主要从客户关系理论展开论述，阐述了商业银行实施制度的长远意义以客户为中心的经营理念关键词：; 客户关系管理; 服务; 忠诚; Abstract The customer relationship management of commercial banks should be client-centered as well as aim to decline their operating cost through customer relationship management and realize the maximum of clients profit. In implementing customer relationship management, the commercial banks of China should pay attention to a series of problems of insufficient understanding, unsuitable organization establishment, inferior ability to develop software, and lack of compound talents. In order to promote the competitive and profitable ability, the commercial banks should work out relevant measures, reform operation and management system quickly, construct reasonable business process, take differential marketing strategies, and develop compound talents fit for customer relationship management. This paper mainly from the customer relations theory start exposition of the commercial banks on the implementation of customer relationship management system of long-term significance, commercial banks should adhere to the customer-centric the core business philosophy of active and effective management of resources, good. Customer relationship management to both banks and customers build a solid relationship of trust and cooperation, it is a customer access to the process of greater value, customers can maximize the return on the value of the banks. Keywords: commercial banks; CRM; service; loyalty; 目 录 摘 要 I Abstract II 目 录 III 第一章 绪论 1 1.1选题的背景和意义 1 1.1.1选题的背景 1 1.1.2选题的意义 1 1.2文献综述 2 1.3研究的主要内容和方法 5 第二章 客户关系管理概述 6 2.1客户关系管理概念及作用 6 2.1.1CRM定义 6 2.1.2客户关系管理的内涵 6 2.1.3 CRM 的作用 7 2.2 CRM系统的组成 7 2.3 CRM对技术手段的要求 8 2.3.1数据仓库 8 2.3.2数据挖掘 8 2.3.3商业智能，数据分析 9 第三章 商业银行实施CRM的必要性和动因分析 10 3.1我国商业银行实施CRM的必要性 10 3.1.1