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论文编号：	5809
作者编号：	2120112809
上传时间：	2013/12/4 23:11:27
中文题目：	农业银行客户关系管理策略研究
英文题目：	Research on the Strategy of Customer Relationship Management of the Agriculture Bank of China
指导老师：	李东进
中文关键字：	客户关系管理；企业信息化；农业银行
英文关键字：	Customer Relationship Management; Informatization; Agricultural Bank
中文摘要：	当前中国经济正迅猛发展,而随着中国加入WTO的步伐，我国的金融市场已对外全面开放，实力强大的外资银行对国内金融市场大举抢滩，国有银行的经营垄断地位逐步被打破。面临巨大的竞争压力，使得中国银行业的经营体制不得不发生变革，转变为现在的以客户为中心的经营模式。农业银行作为四大国有银行之一，更是把客户关系管理CRM(Customer Relationship Management)作为重点工作之一。本文的研究重点就是农业银行的客户关系管理策略。 本文对客户关系管理的相关理论，包括客户生命周期理论以及企业信息化发展理论进行简单介绍，以此作为分析农业银行客户关系管理策略的理论支撑。 本文结合农业银行信息化和市场营销工作的发展历程和方向，介绍农业银行的客户关系管理的现状及存在的问题，并分析问题成因，以客户关系管理理论、客户生命周期理论和企业信息化理论等为理论基础，提出了构建客户关系管理方案的具体策略和能够保证客户关系管理顺利执行的保障措施。 本文的最终目的是通过作者的研究，能够为农业银行持续改进客户关系管理提供具体的方案，为农业银行的客户关系管理工作提供一个清晰的思路，解决农业银行在进行客户关系管理的实际工作中所遇到的问题，指导我们的应用实践，提升我们进行客户关系管理的水平。但是，本文提出的CRM仅仅是农业银行情景下持续改进客户关系管理能力的解决方案之一，它代表的只是作者本人对于农业银行这一企业和客户关系管理这一商业策略的个人理解。缺乏专家评审，不仅在其它商业银行，甚至在农业银行的适用性、正确性、完整性都有待进一步研究和验证。由于引用材料以商业银行为主，CRM在其他行业是否存在推广价值，也需要进一步研究。一些见解和认识的不足和牵强之处，敬请读者批评指正。
英文摘要：	Currently, the Chinese economy is developing rapidly, and as the pace of Chinese accession to the WTO, the Chinese financial market has been fully open to foreign, powerful foreign Banks to domestic financial market by beaching, monopoly state-owned Banks will gradually be broken. Facing huge pressure of competition, making Chinese banking operation system has to change, change for now take the customer as the center of the business model. As one of the big four state-owned Banks, the agricultural bank look the Customer Relationship Management (CRM) as one of the key work. The research emphasis of this article is the agricultural bank of customer relationship management strategy. In this thesis, the theory of customer relationship management, including customer life cycle theory as well as a brief introduction to the enterprise becoming an information based society development theory, as the analysis of the agricultural bank of customer relationship management strategy theory support. Combining with the agricultural bank information and the development course and direction of the marketing work, introduces the present situation of the agricultural bank of customer relationship management and the existing problems, causes and analyze the problem, according to the theory of customer relationship management, customer life cycle theory and the enterprise informationization theory as the theoretical basis, such as customer relationship management was put forward concrete strategy choice, as well as the implementation plan and to ensure the safeguard measures of customer relationship management carried out smoothly. The ultimate purpose of this article is to through the author's research, to the agricultural bank of continuous improvement in customer relationship management provides the specific solutions, to provide the customer relations management of the agricultural bank a clear train of thought, to solve agricultural bank customer relationship management of problems encountered in practical work, to guide our application practice, raising the level of customer relationship management. However, this paper puts forward the CRM is only agricultural bank scenario one of the ability to continuously improve customer relationship management solutions, it represents only the author himself for the agricultural bank of the enterprise and customer relationship management the business strategy of personal understanding. Lack of expert evaluation, not only in other commercial Banks, and even in the agricultural bank of applicability, correctness, completeness, remains to be further study and validation. Because of the reference material is given priority to with commercial Banks, the CRM whether there is any promotion value, in other industries also need further research. Some ideas and the lack of understanding and far-fetched, please readers to comment.
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