商业银行大客户关系管理的现状及发展

A Study of the Present Situation and Prospect of Key Customer Relationship Management in Commercial Banks

从近几年银行业所关注的客户关系管理入手,分析现代商业银行中应用CRM的现状,提出现代商业银行大客户关系管理中所存在的问题,给出在现代商业银行中运用KCRM进行有效管理的对策。

This paper begins with a discussion about Key Customer Relationship Management ( KCRM) that attracts the general attention of the banking sector in recent years. Then it provides an analysis of the present condition of the application of Customer Relationship Management in modern commercial banks and presents the existing problems in KCRM. Finally, some effective management strategies concerning the application of KCRM are under discussion.