商业银行CRM的中国本土化业务流程重组研究

Study on Localization of CRM Process Restructuring for Commercial Banks

市场竞争日益激烈,我国商业银行越来越深刻地认识到客户是最有价值的资源。如何留住老客户和吸引新客户,充分挖掘和利用客户资源,成为国内各商业银行首要关注的问题。入世后外资银行的进入更加深了我国商业银行对客户关系管理(CRM)的研究和应用,借助CRM实现从“以产品为中心”到“以客户为中心”的经营理念的演变,实现对银行组织体系和业务流程的重组。本文在展开对商业银行CRM的应用和研究的时候,将CRM放在企业信息化和管理改造的整体框架中进行分析、论证和实施。将信息技术和企业管理结合起来,更深刻地体会“信息化带动工业化”的内涵,是本文的指导思想。

Customers are becoming the most valuable resource for China commercial banks with increasing competition.It is the first priority for commercial banks to retain existing and attract new customers.Foreign banks' entry into China market makes the research and application of CRM in commercial banking more important.CRM helps to transfer from product orientation to customer orientation and to restructure banking organization and business process.This article considers CRM in the context of corporate information and management.Our guiding principle is to understand 'information as driver of industrialization' with information technology and management combination.