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论文编号：	5947
作者编号：	2120112723
上传时间：	2013/12/7 17:24:11
中文题目：	基于服务整合营销传播的中国商业银行客户关系管理体系研究
英文题目：	A Study on the Client Relationship Management System of Chinese Commercial Bank: Based on Service Integrated Marketing Communications
指导老师：	申光龍
中文关键字：	商业银行；客户关系管理；服务整合营销传播；服务质量；客户满意
英文关键字：	Commercial Bank; Client Relationship Management; Service Integrated Marketing Communications; Service Quality; Client Satisfaction
中文摘要：	随着全球金融一体化和网络经济的迅猛发展，中国的商业银行将面临更加激烈的市场竞争，如何进一步提高中国商业银行的核心竞争力，是摆在中国商业银行面前的一个重大课题。而相比之下，外资银行在资金、管理、技术、服务水平等方面都具有明显的优势；同时正在全球范围内兴起的网络银行、虚拟银行等，将使国内商业银行在网点多、分布广等方面的优势逐渐消失。然而，中国商业银行在长期经营中积累的客户正是中国商业银行的战略资源，在外资银行纷纷抢占中国市场之际，运用科学的管理方法来管理客户，已经成为中国商业银行取得竞争优势的关键。 客户关系管理，中外学者从理论上已作了许多精辟的论述与研究，同时，中西方企业家也创造了许多经典实践案例，但对于中国大多数商业银行来讲，客户关系管理还是一种全新的营销理念，客户关系管理理论在中国金融业的理论研究尤其是实践仍处于起步阶段，随着中国金融业改革步伐加快，现代公司治理管理体制日臻完善，市场竞争日趋加剧，以客户为中心的经营服务理念，已成为金融业的立行之本。客户关系管理模式的运用必将为金融业全面提升行业服务水平、客户管理能力及企业可持续发展能力带来潜在的机会。 经济全球化和金融国际化引发的金融创新使中国商业银行的经营战略逐步由“以产品为中心”转向“以客户为中心”。中国的商业银行正面临着管理思想、经营理念和科技应用等多方面的外界冲击，如何有效地整合内外部资源，扬弃原有“只追求规模不重视质量”的传统思想，挖掘更多有价值的客户，扩大商业银行价值，已成为商业银行关注的重点。实施客户关系管理，可以有效的提高服务质量和客户满意度、增加经济效益，实现客户与银行的双赢，而中国商业银行的蓬勃、健康发展也将促进社会的进步和经济的繁荣。 有鉴于此，作者选择中国商业银行客户关系管理体系作为研究对象，在阅读大量文献和专业期刊的基础上，充分研究、分析相关案例，并结合作者在商业银行长期工作的实践经验，提出了基于服务整合营销传播的中国商业银行客户关系管理应用策略，在实践应用方面具有一定的创新性。
英文摘要：	As the international financial integration and the rapid development of network economy, Chinese commercial banks will face more intense competition in the market, China's commercial banks to improve the core competitiveness, is placed in front of commercial banks in China is a major issue. In contrast, foreign banks in the capital, management, technology, service level, etc. have obvious advantages; while being used worldwide rise of online banking, virtual banking, etc., will enable the domestic commercial banks in the network, widely distributed, etc. advantages gradually disappear. However, China's commercial banks in the long run to get the number of clients is the biggest advantage of domestic commercial banks, foreign banks have to seize the occasion of the Chinese market, the use of scientific management methods to manage clients, has become China's commercial banks to gain a competitive advantage key. About the client relationship management, Chinese and foreign scholars have made many brilliant theoretical discussion and research, while Western entrepreneurs have created many classic practice cases, but for most of China's commercial banks in terms of client relationship management, or a new marketing concept, client relationship management theory in China 's financial industry in particular practice theory is still in its infancy, with the pace of China's financial sector reform, the management system of modern corporate governance is improving, increasingly fierce market competition , client- centric business service concept, has become the financial sector of the vertical line. The use of client relationship management model is bound to enhance the financial industry standard of services, client management capability and capacity for sustainable development brought about potential opportunities. Internationalization of economic globalization and financial innovation caused by the Chinese commercial banks to finance the business strategy of gradually from " product-centric"to"client-centric." China 's commercial banks are facing management thinking, philosophy and technology applications, and many other external shocks, how to effectively integrate internal and external resources, discard the original" do not pay attention only to the pursuit of scale quality" traditional thinking, digging more valuable clients , and expand the value of commercial banks, commercial banks have become the focus of attention .Implementation of client relationship management, can effectively improve service quality and client satisfaction, increase economic efficiency, to achieve a win-win clients and banks, while China's booming commercial banks, will also promote the healthy development of social progress and economic prosperity. For this reason, the author chose Chinese commercial bank client relationship management system as the research object, reading a lot of literature and professional journals, based on thorough study and analysis of relevant cases, and combined with the author's long-term work in the commercial banking experience, was proposed based on service integrated marketing communications Chinese commercial bank client relationship management applications strategy, in practice, the application of a certain innovation.
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