文档介绍：商业银行对公业务营销中的客户关系管理研究
中国海洋大学硕士学位论文商业银行对公业务营销中的客户关系管理研究姓名:臧学鹏申请学位级别:硕士专业:工商管理(MBA)指导教师:王舰2011-05-22
商业银行对公业务营销中的客户关系管理研究摘要目前,随着经济全球化和中国加入世贸组织,国内商业银行对公业务营销的市场环境发生了重大变化,商业银行对企业客户的竞争日益激烈;同时,企业客户的整体经济实力和规模,也随着改革开放的深入,不断增长,企业需求更加多样化,而且,企业的融资渠道增多,对商业银行的信贷依赖度下降,导致忠诚度下降。在这样的情况下,商业银行对公业务营销,要想在存量客户的维护挖潜和潜在客户的开发中取得良好的成效,首先,要转变传统的营销理念,坚持“以客户为中心”的营销理念。真正要达到“以客户为中心”的目标,建立起与客户长期稳定的合作关系,商业银行对公业务营销则必须达到对客户关系进行有效管理。随着商业银行信息化建设的深入,为商业银行对公业务客户关系管理平台的建设准备了技术条件,再加上“以客户为中心”营销理念的确立,对公业务客户关系管理的构建成为可能。本论文论述的重点,是当前信息技术条件和客户关系营销理念下,对公业务客户关系管理的功能构建和管理流程。对公业务客户关系管理,实现的功能主要分五部分,即信息获取、客户管理、客户评价、业务知识、系统权限,并且分别对五大主功能下的分功能进行了论述;同时,论文从潜在客户的开发和存量客户的维护挖潜两个角度,明确了对公业务营销的客户关系管理流程。最后,本论文通过实际对公业务营销案例研究,从潜在客户开发和存量客户维护挖潜两个方面,进一步验证了客户关系管理在商业银行对公业务营销中的实际应用,表明在新的市场环境下,商业银行对公业务营销借助客户关系管理可以实现良好的营销效果。关键词:商业银行;对公业务营销;客户关系管理 I
The Study on CRM Application mercial Bank’s Corporate Business Marketing Abstract Nowadays, with the development of financial globalization and China’s accession into WTO, the market environment has made great changes for corporate business marketing mercial banks. Commercial banks are confronted with increasingly petition for corporate customers. Meanwhile, with the reforming and opening-up policy’s carrying out in depth, corporate customers have made great achievements prehensive economic strength and size, and corporate customers’ demands are ing diversifying. And corporation’s financing channels are broadened, which makes corporation’s dependence mercial bank’s financing is weakening. Under this situation, commercial banks have to change traditional marketing philosophy to “customer-centered” marketing philosophy, to make sure that the marketing in potential customer exploration and customers’ maintenance and valuing-up can make good effect. The aim of “customer-centered” marketing philosophy is to establish a long-term and stable relationship between bank and customer. To realize the aim, commercial bank needs to make effective management of customer relationship in corporate business m