商业银行客户关系管理实施研究
摘要
客户关系时代的来临，使企业与客户之间的关系受到了空前的重视。越来越多的实践证明，企业成功的关键在于重视顾客的需求，提供满足顾客需求的产品和服务，有效地管理客户关系，以确保顾客获得较高的满意度，增加重复购买的可能性，通过维持长期的客户关系来营造新的竞争优势。
本文从客户关系管理的历史渊源入手，论述了客户关系管理的内涵和基本理论。指出为顾客创造价值和赢得有价值的顾客已经成为新的竞争焦点。
在介绍了CRM理论之后，我们重点讨论了银行业与客户关系管理的密切关系。首先对商业银行的传统模式和新模式进行了对比分析，然后重点论述了CRM对银行的重要性以及对银行核心竞争力的巨大提升作用。
在此基础上，论述了信息技术在客户关系管理中的作用。指出以互联网为代表的计算机、通讯信息技术的发展及在金融、银行业的广泛应用,不仅极大地降低了银行信息和数据收集、分析的成本,并使银行可借助先进的技术手段不断创新推出各种负债与资产业务产品及投融资工具。
本文对CRM的实施及其结构模型作了分析，包括：框架体系分析、体系组件、模块结构、工作流程、层次结构、实施模型等。然后研究了CRM的具体实施步骤。
最后，本文对S银行CRM的实施作了案例分析，通过实证，表明了CRM的实施较为明显地提升了银行的业绩。
As the era of customer relationship arrives, the relationship between the enterprise and the customer receives the unprecedented attention. More and more practice proves that the key point of success to a company lies in paying attention to the customer’s demand. Offering the products and services that satisfy the customer’s demand and managing the customer’s relationship effectively can ensure the customers to obtain higher satisfaction and increase the possibility that a customer may buy repeatedly. Thus, the new competition advantages can be built through keeping customer’s long-term relationship.
This thesis first introduces the historical origin of CRM (Customer Relationship Management) and describes the intention and the basic theories of CRM. It also points out that the creating value for the customer and the wining of valuable customer have become a new focus of competition.
After the introduction of CRM theory, this thesis discusses the close relation of the bank industries and CRM. Traditional and new modes in commercial bank are compared and analyzed at first. Then the importance of CRM to the bank and the enormous promotion function to the core competitiveness of the bank has been especially described.
Following the discussion above, this thesis expounds the function of information technology in CRM. It points that the development and the wide application of Internet and other Information and Communication Technologies in finance and bank industries not only reduce the cost of the collection and analysis of the bank information and data, but also provide many kinds of debts and assets operating products and the investing and financing tools for the bank through the continuous innovation of new technologies.
This thesis analyses the implementation and structure model of CRM, such as the frame analysis, system component, module structure, work flow, hierarchy, implementation, etc. It also studies the details of the implementation of CRM.
Finally, this thesis analyses the case of the implementation of CRM of S Bank. Through the study of the execution in S Bank, this thesis shows that the implementation of CRM clearly enhances the performance of the bank.
本文从客户关系管理的历史渊源入手，论述了客户关系管理的内涵和基本理论。指出为顾客创造价值和赢得有价值的顾客已经成为新的竞争焦点。
在介绍了CRM理论之后，我们重点讨论了银行业与客户关系管理的密切关系。首先对商业银行的传统模式和新模式进行了对比分析，然后重点论述了CRM对银行的重要性以及对银行核心竞争力的巨大提升作用。
在此基础上，论述了信息技术在客户关系管理中的作用。指出以互联网为代表的计算机、通讯信息技术的发展及在金融、银行业的广泛应用,不仅极大地降低了银行信息和数据收集、分析的成本,并使银行可借助先进的技术手段不断创新推出各种负债与资产业务产品及投融资工具。
本文对CRM的实施及其结构模型作了分析，包括：框架体系分析、体系组件、模块结构、工作流程、层次结构、实施模型等。然后研究了CRM的具体实施步骤。
最后，本文对S银行CRM的实施作了案例分析，通过实证，表明了CRM的实施较为明显地提升了银行的业绩。
As the era of customer relationship arrives, the relationship between the enterprise and the customer receives the unprecedented attention. More and more practice proves that the key point of success to a company lies in paying attention to the customer’s demand. Offering the products and services that satisfy the customer’s demand and managing the customer’s relationship effectively can ensure the customers to obtain higher satisfaction and increase the possibility that a customer may buy repeatedly. Thus, the new competition advantages can be built through keeping customer’s long-term relationship.
This thesis first introduces the historical origin of CRM (Customer Relationship Management) and describes the intention and the basic theories of CRM. It also points out that the creating value for the customer and the wining of valuable customer have become a new focus of competition.
After the introduction of CRM theory, this thesis discusses the close relation of the bank industries and CRM. Traditional and new modes in commercial bank are compared and analyzed at first. Then the importance of CRM to the bank and the enormous promotion function to the core competitiveness of the bank has been especially described.
Following the discussion above, this thesis expounds the function of information technology in CRM. It points that the development and the wide application of Internet and other Information and Communication Technologies in finance and bank industries not only reduce the cost of the collection and analysis of the bank information and data, but also provide many kinds of debts and assets operating products and the investing and financing tools for the bank through the continuous innovation of new technologies.
This thesis analyses the implementation and structure model of CRM, such as the frame analysis, system component, module structure, work flow, hierarchy, implementation, etc. It also studies the details of the implementation of CRM.
Finally, this thesis analyses the case of the implementation of CRM of S Bank. Through the study of the execution in S Bank, this thesis shows that the implementation of CRM clearly enhances the performance of the bank.
引文
白长虹，顾客价值论：市场导向的服务企业管理模型[M]，北京：机械工业出版社，2002
大卫·科利斯，辛西亚·蒙哥马利，公司战略：企业的资源与范围[M]，大连：东北财经大学出版社，2000
戴永良，客户资源管理[M]，北京：中国戏剧出版社，2001
韩经伦，服务营销学[M]，天津：天津人民出版社，1997
罗纳德S，史威福特，客户关系管理——加速利润和提升优势[M]，北京：中国经济出版社，2001
罗纳德·S·史威福特(杨东生,等译).客户关系管理———加速利润和优势提升[M],北京:中国经济出版社,2001.
R·Kalakota, A·Whinston, 电子商务管·理指南[M] 北京:清华大学出版社,2000
陈兵兵,面向感情消费时代——谈客户关系管理系统客户关系管理[M],北京:海洋出版社,2001
王行言 计算机信息管理基础[M] 北京:高等教育出版社,1999
Philip·Kotler市场营销学(亚洲版)[M] 北京:中国人民大学出版社,1997
AMT CRM研究小组,徐华勇,殷 燕,与客户互动的客户关系管理[M],北京:海洋出版社,2001
王广宇,客户关系管理——网络经济中的企业管理理论和应用解决方案[M],北京:经济管理出版社,2001
姜建清 金融高科技的发展及深层次影响研究[M] 北京:中国金融出版社,2000
庄毓敏，商业银行业务与经营[M] 北京:中国人民大学出版社,1999
陈兵兵,21世纪市场竞争经营的“通行证”客户关系管理［J］,电子与信息化,1999,(11)
陈志宏,CRM: 顾客关系管理[J],经济管理,2001,(5).
杨冰昕,企业的客户关系管理［J］,电子与信息化,1999,(11)
潘永花,浅析客户关系管理［J］,网络世界,1999,(8)
季献忠,创新企业:以“客户”为中心的现代管理新思维［J］,中国经济信息,1998,(8)
迟晓英,蒲海成,论市场拓展中的客户关系管理[J],保险研究,2001,
Leyonard,Nakamura,Commercial Bank Information:Implication for the
Structure of Banking［M］，Financial Structure, 1994
Paul·Greenberg, CRM: Capturing and Keeping Customers in Internet Real Time[M],McGraw-Hill Professional Book Group, 2001
Amrit·Tiwana, Miles·Williams, The Essential Guide to Knowledge Management E-Business and CRM Applications[M],Prentical Hall,2000
D·Wight,The Transformation of Banking［J］,Harvard Business Review, 1996
曲东荣，浅谈CRM在中国银行领域中的应用，Http://www.ctiforum.com
大卫·科利斯，辛西亚·蒙哥马利，公司战略：企业的资源与范围[M]，大连：东北财经大学出版社，2000
戴永良，客户资源管理[M]，北京：中国戏剧出版社，2001
韩经伦，服务营销学[M]，天津：天津人民出版社，1997
罗纳德S，史威福特，客户关系管理——加速利润和提升优势[M]，北京：中国经济出版社，2001
罗纳德·S·史威福特(杨东生,等译).客户关系管理———加速利润和优势提升[M],北京:中国经济出版社,2001.
R·Kalakota, A·Whinston, 电子商务管·理指南[M] 北京:清华大学出版社,2000
陈兵兵,面向感情消费时代——谈客户关系管理系统客户关系管理[M],北京:海洋出版社,2001
王行言 计算机信息管理基础[M] 北京:高等教育出版社,1999
Philip·Kotler市场营销学(亚洲版)[M] 北京:中国人民大学出版社,1997
AMT CRM研究小组,徐华勇,殷 燕,与客户互动的客户关系管理[M],北京:海洋出版社,2001
王广宇,客户关系管理——网络经济中的企业管理理论和应用解决方案[M],北京:经济管理出版社,2001
姜建清 金融高科技的发展及深层次影响研究[M] 北京:中国金融出版社,2000
庄毓敏，商业银行业务与经营[M] 北京:中国人民大学出版社,1999
陈兵兵,21世纪市场竞争经营的“通行证”客户关系管理［J］,电子与信息化,1999,(11)
陈志宏,CRM: 顾客关系管理[J],经济管理,2001,(5).
杨冰昕,企业的客户关系管理［J］,电子与信息化,1999,(11)
潘永花,浅析客户关系管理［J］,网络世界,1999,(8)
季献忠,创新企业:以“客户”为中心的现代管理新思维［J］,中国经济信息,1998,(8)
迟晓英,蒲海成,论市场拓展中的客户关系管理[J],保险研究,2001,
Leyonard,Nakamura,Commercial Bank Information:Implication for the
Structure of Banking［M］，Financial Structure, 1994
Paul·Greenberg, CRM: Capturing and Keeping Customers in Internet Real Time[M],McGraw-Hill Professional Book Group, 2001
Amrit·Tiwana, Miles·Williams, The Essential Guide to Knowledge Management E-Business and CRM Applications[M],Prentical Hall,2000
D·Wight,The Transformation of Banking［J］,Harvard Business Review, 1996
曲东荣，浅谈CRM在中国银行领域中的应用，Http://www.ctiforum.com
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