CRM是中小商业银行个人业务发展的必然选择

CRM Is the Inevitable Choice for Commercial Bank’s Personal Business Development

以Internet为代表的信息技术的飞速发展,深刻地影响了商业银行的传统运作模式,而加入WTO给我国商业银行带来了巨大的冲击,我国个人银行业务和客户资源成为国内外商业银行争夺的焦点。因此,我国中小商业银行必须迅速转变经营观念,真正做到以客户满意为中心,准确把握满足客户的个性化需求,实施客户关系管理策略。本文以客户关系管理的相关理论为基础,结合我国商业银行实施客户关系管理的现状,探讨了中小商业银行实施客户关系管理的必要性,目的在于将银行客户关系管理的理念导入我国商业银行个人业务的发展中去。

With the rapid development of information technology, especially Internet, the traditional model of operation in commercial banks is affected deeply by this trend. And China＇s accession to WTO is a big challenge to domestic commercial banks. The personal banking business and the valuable customer resources become the focus of all domestic and foreign commercial banks. So the domestic commercial banks must change their operational concepts in order to really satisfy the customers; correctly grasp the personal requirements of customers, and it is urgent to establish a Customer Relationship management （CMR） in commercial banks. Based on theories of customer relationship management and researches in the actuality of CRM in domestic banking industry. Through setting up the commercial banks CRM model and carrying out CRM measures. The thesis intends to find out how to properly introduce CRM into commercial banks and how to make efficient use of CRM.