| Based on theories of customer relationship management, this thesis makes researches in how banking industry manages their customer resources-through setting up the commercial banks' Customer Relationship Model and carrying out CRM system. The thesis intends to find out how to properly introduce CRM into commercial banks and how to make efficient use of CRM.The main contents include:I. Taking the development history and theoretical research of CRM as the background, analyze the professional trend home and abroad, and find out that CRM is a operation strategy based on the concept of "customer being the center". As to commercial banks, CRM more means a computer management system for operation and management. From analyzing the current situation of commercial banks, we can see application of CRM is necessary and important. There are several wrong ideas in CRM construction.II. Discuss the preparation works needed in the beginning stage of CRM construction, viewing from the CRM principle and model of commercial banks.III. Put forward the framework of CRM system design. Stress is on platform choice in design, EAI, Information Gateway, and active info service technology.IV. Put forward customer value analysis, customer profit return analysis, and customer lifecycle model. Give the answer and application.V. Make study on software choice and system application strategy. Discuss principle and method of CRM valuation system.The active info service part is supported by the Innovation Funds for Small and Medium corporation from Nation's Technology Ministry. |
