【正文】 ................................................................................................................. 1 選題的背景 .................................................................................................................. 1 選題的意義 .................................................................................................................. 1 文獻(xiàn)綜述 ............................................................................................................................... 2 研究的主要內(nèi)容和方法 .......................................................................................................... 5 第二章 客戶關(guān)系管理概述 ................................................................................................. 6 客戶關(guān)系管理概念及作用 ...................................................................................................... 6 定義 .................................................................................................................... 6 客戶關(guān)系管理的內(nèi)涵 .................................................................................................... 6 CRM 的作用 ............................................................................................................... 7 CRM 系統(tǒng)的組成 ................................................................................................................... 7 CRM 對技術(shù)手段的要求 ........................................................................................................ 8 數(shù)據(jù)倉庫 ..................................................................................................................... 8 數(shù)據(jù)挖掘 ..................................................................................................................... 8 商業(yè)智能，數(shù)據(jù)分析 .................................................................................................... 9 第三章 商業(yè)銀行實(shí)施 CRM 的必要性和動因分析 ..................................................... 10 我國商業(yè)銀行實(shí)施 CRM 的必要性 ....................................................................................... 10 國際商業(yè)銀行 CRM 的興起 ........................................................................................ 10 客戶已成為銀行至關(guān)重要的商業(yè)資源 ......................................................................... 10 入世后中國銀行業(yè)市場競爭更為激烈 ..........................................................................11 商業(yè)銀行實(shí)施 CRM 的動因 .................................................................................................. 12 國際金融一體化趨勢影響 ........................................................................................... 12 銀行服務(wù)功能的同質(zhì)性與比較競爭優(yōu)勢 ...................................................................... 12 網(wǎng)絡(luò)經(jīng)濟(jì)的影響 ......................................................................................................... 12 第四章 我國商業(yè)銀行客戶關(guān)系管理現(xiàn)狀及問題 ..................... 13 國內(nèi)商業(yè)銀行客戶關(guān)系管理 ................................................................................................. 13 國外銀行的客戶關(guān)系管理 .................................................................................................... 13 我國商業(yè)銀行 CRM 實(shí)施過程中存在的問題 ......................................................................... 15 第五章 我國商業(yè)銀行有效實(shí)施 CRM 的對策 .............................................................. 17 CRM 對我國商業(yè)銀行效益分析 ............................................................................................ 17 經(jīng)濟(jì)效益 ................................................................................................................... 17 社會效益 ................................................................................................................... 18 IV 我國商業(yè)銀行成功實(shí)施 CRM 的對策 .....................................................................................18 重構(gòu)業(yè)務(wù)流程 .............................................................................................................18 營造重視客戶利益 ......................................................................................................19 確定目標(biāo)市場定位 ......................................................................................................19 提 供差別化服務(wù) .........................................................................................................20 先進(jìn)的數(shù)據(jù)倉庫技術(shù) ..................................................................................................20 第六章 結(jié)束語 ...................................................................................................................... 21 參考文獻(xiàn) ............................................................................................................. 22 致 謝 ............................................................................................................. 24 武漢工程大學(xué)本科畢業(yè)設(shè)計(jì)（論文） 1 第一章 緒論 選題的背景和意義 選題的背景 信息技術(shù)的突飛猛進(jìn)，電子商務(wù)的蓬勃發(fā)展，還有我國國民財(cái)富的急速增長給銀行業(yè)的傳統(tǒng)業(yè)務(wù)帶來了挑戰(zhàn)的同時(shí)也給新興的銀行客戶關(guān)系管理帶來了廣闊的發(fā)展空間。 service。 profit. In implementing customer relationship management, the mercial banks of China should pay attention to a series of problems of insufficient understanding, unsuitable anization establishment, inferior ability to develop software, and lack of pound talents. In order to promote the petitive and profitable ability, the mercial banks should work out relevant measures, reform operation and management system quickly, construct reasonable business process, take differential marketing strategies, and develop pound talents fit for customer relationship management. This paper mainly from the customer relations theory start exposition of the mercial banks on the implementation of customer relationship management system of longterm significance, mercial banks should adhere to the customercentric 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 g