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论文编号：	3108
作者编号：	2120082588
上传时间：	2011/5/27 11:33:49
中文题目：	我国零售银行客户关系管理研究——以深圳发展银行为例
英文题目：	Customer Relationship Management Study of China - In SDB as an example
指导老师：	韩德昌
中文关键字：	深圳发展银行;零售银行业务;客户关系管理
英文关键字：	Shenzhen Development Bank;Retail Business;CRM
中文摘要：	零售银行业务已经是各个商业银行竞争的重要领域，围绕零售银行业务的产品创新和营销手段创新，各个银行是煞费苦心。外资银行进入中国市场，优质零售客户资源成为中外资银行竞相争夺的焦点。随着2006年年底银行业全面对外开放，国内银行的危机感日益加深。在竞争优势方面，广博的零售客户资源，是国内商业银行的一大优势；优异的零售业务服务的技术手段和以客户服务为中心的理念，则是外资银行的一个强项。在这样一个市场环境下，大力发展零售银行业务，发掘客户资源，留住优质客户，是国内商业银行面临的重大课题。 本文对深圳发展银行（Shenzhen Development Bank，简称SDB，下文简称深发展）零售银行业务客户关系管理(Customer Relationship Management，简称CRM)进行研究，第一章绪论，对论文的研究背景、研究目的和研究内容进行了阐述；第二章为文献综述，介绍了银行CRM的一些基本概念，包括CRM，银行CRM及银行CRM的分类，并提出零售银行业务实施CRM的必要性。第三章，分析了国内的零售银行业务发展现状以及客户关系管理在国内外商业银行中的应用情况。第四章是对深发展零售银行业务的经营环境进行分析。首先介绍了深发展零售银行业务现状，然后应用骆驼评级系统对深发展总体的竞争力同其他几家上市公司进行比较，最后对深发展零售银行业务所处的经营环境进行分析。第五章是对深发展零售银行业务CRM策略的研究。首先介绍了深发展的CRM系统的体系方案，然后从营销角度分析了深发展零售银行业务CRM的具体策略。接着总结了深发展在客户关系管理的过程中存在的一些问题并提出了一些解决建议。最后，概述了本文的研究结论。
英文摘要：	The bank of retails business is already the important realm of the each commercial bank competition，around the retail’s product innovation and the marketing means of the business innovation，each bank is a fee to devote to think．Along with the foreign capital bank entering the Chinese market，high-quality personal customer’s resonrce becomes the focus that the medium foreign capital bank richts competitively．Along with the end of 2006 close by，the date open the outward banking completely，the crisis feeling of the local bank deepens increasingly．At the competitive advantage aspect，erudite personal customer’s resources，is a big advantage of the local commercial bank；The technique means of the excellent retail price business service and with the customer serve is central principle，then is a strong item of the foreign capital bank．Develop the bank retail business strongly，discover customer’s resources，keep the high-quality customer ，is an important topic that the current local commercial bank focus on. This article is built on the personal business CRM of Shenzhen Development Bank．Firstly，it analyzes the business situation and tendency of our personal bank．At the same time，it also analyzes the development situation of customers’relations inside and outside the world．In chapter 3，it introduces some basic concepts of Bank CRM，including CRM，Bank CRM，and the classification of bank customers’relationships．In addition，it puts forward that it is necessary for the personal bank t0 manage the customers’relations，In Chapter 4，to begin with the comparison oftotal competition of Shenzhen Development Bank with other marketed companies，it analyzes its personal business situation．In Chapter5，it focused on the strategy of customers’relations management．It is the main point of our article．At first，it makes research on the concrete strategies of customers’relation management and sketches CRM’s system．Then it puts emphasis on marketing theory and analyzing the concrete application of CRM．It promotes some solutions of Shenzhen Development Bank’s problems.In the end，it summarizes our research.
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