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论文编号：	1981
作者编号：	2220070895
上传时间：	2010/1/20 9:46:09
中文题目：	中国银行基于数据分析的客户关系管理研究
英文题目：	Bank of China, based on data analysis of Customer Relationship Management
指导老师：	严建援
中文关键字：	客户关系管理 数据挖掘 财富管理体系 客户经理 中国银行
英文关键字：	CRM, Data analyzing, Wealth management system，Account manager，Bank of China
中文摘要：	客户资源是企业生存和发展的基础，是企业的核心竞争力。随着中国银行业的股份制改造和外资银行大规模进入中国，商业银行间的竞争日趋激烈，在产品同质化的情况下，客户关系管理的优劣就成为商业银行能够在竞争中取胜的关键。客户关系管理可以分成六个步骤：创建客户数据库、数据挖掘、筛选客户、锁定客户、关系营销、有效性分析。 中国银行天津市分行拥有430万的个人客户，其针对个人客户的客户关系管理工作可以说是商业银行大型城市分行的缩影。近来，中国银行天津市分行通过研发CRM系统和重组CRM体系架构，实现了零售银行客户关系管理的飞跃。 创建客户数据库是开发CRM系统的关键和基础，在系统研发过程中，主要解决了以下关键问题：数据来源的选择、数据的采集、数据的存储、数据的处理以及数据的呈现。CRM系统运用数据挖掘技术为中国银行天津市分行的客户关系管理提供了数据支持，数据分析的主要内容为：一是从客户、产品、机构等维度分析分行在中高端客户拓展及产品销售方面的情况；二是从单一客户的角度分析客户的资产负债情况、风险承受能力，为客户量身定制理财规划。 数据支持仅仅是客户关系管理正确实施的基础，有效的组织架构和导向明确的考核机制是客户关系管理的保证。实践中，中国银行天津市分行通过细分客户，构建三级财富管理体系，实施客户经理制，落实了客户关系管理。细分客户使CRM重点突出、目标明确，客户经理制的实施使分行的营销能力得到了很大的提升，客户经理制有效地调动了客户经理拓展客户、维护客户、营销产品的积极性。 笔者以中国银行天津市分行投产CRM系统和重组CRM架构为契机，实现了基于数据分析的客户关系管理的研究与实践。通过研究可以发现，与时俱进的客户关系管理理念，得心应手的客户关系管理系统，高效的组织架构，导向明确的考核机制是银行，特别是零售银行做好客户关系管理工作，进而增强核心竞争优势的关键。
英文摘要：	Customer resources is the foundation of enterprises’survival and development, and the core competitiveness of enterprises. With the share-holding system reform of China's banking industry and the booming of foreign banks in China, the competition among commercial banks in China become increasingly fiercer. Under the situation of the product homogeneity, customer relationship management of commercial banks becomes the key in the competition. Customer relationship management can be divided into six steps: customer database creating, data analyzing, screening, targeting, customer relationship marketing, validity analysis. Bank of China, Tianjin branch has 4.3 million retail banking customers. Its customer relationship management in the light of the individual customers is the epitome of commercial banks in big city. Recently, Bank of China, Tianjin branch achieved a big success in retail banking customer relationship management through R&D and restructuring of CRM system. Customer database creating is the key and foundation of the development of CRM system. During the R&D process, the following key problems are solved: data source selecting, data collection, data storage, data processing and data presentation. The CRM system provides data support for the customer relationship management of Bank of China, Tianjin branch through the data analyzing technology. Main contents of data analysis are as follows: firstly, analyzing the situation of high-value customers expanding and product sales through the dimensions of customers, products and institutions. Secondly, analyzing customer’s assets and liabilities situation as well as risk-bearing capacity in the perspective of a single individual, thus tailor-making financial planning for customers. Data support is only one basic element and it will not assure a success in customer relationship management; an effective organizational structure and a clear assessment mechanism are also very crucial. The Bank of China Tianjin Branch has succeeded in customer relation management with its segmentation of clients, establishment of a three-layered wealth management system, and implementation of account manager system. Customers Segmentation makes CRM in focused and targeted, and the implementation of account manager system enhances the branch’s marketing capability, which effectively maneuvers account managers to expand their client base, retain current customer, and promote the bank’s products. Based on the Bank of China Tianjin Branch’s adoption and restructure of CRM system, this essay explores the CRM through data analysis. It can be found that an up-to-date CRM concept, a handy CRM system, an effective structure, and a clear assessment mechanism are keys in CRM and building up core competence of banks, especially of retail banks.
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