CRM系统在银行个人理财业中的应用

Application of CRM System in the Personal Finance in Banks

个人理财业务已经成为目前发达国家商业银行利润的重要来源之一,而我国商业银行个人理财还处于起步阶段.在与外资银行的竞争中只有积极开展个人理财业务创新,不断拓宽服务领域,提高服务质量,才能适应金融开放、走向国际金融市场。本文将客户关系管理系统(CRM系统)应用到商业银行个人理财业务中,并结合相关市场营销理论,突出银行个人理财业务的差异化和个性化特点,重视客户终身价值的培养,对于银行乃至中国金融业的发展都有重要的意义。

The personal finance service has been an important source of profits in the Commercial Banks. While in our country,the Commercial Bank Personal Finance is still in its infancy.In the competition with foreign banks,we must be active to innovate in personal financial services and expand service areas,improve service quality,in order to adapt to the financial liberalization,and face to the international financial markets.We will apply customer relationship management system (i.e.CRM system)to commercial Banks in the personal financial Services,and combined with relatively marketing theory,outstanding commercial Banks of the personal financial management business of differentiated and individualized advantages,emphasizing the customer lifetime value,is to promote the commercial Banks’personal financial.