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随着我国市场经济的日益深入发展,商业银行零售业务的竞争也日趋激烈。同时客户的消费需求也在不断地变化与提升,客户具有了众多选择的权利,因此,优质客户资源日益成为商业银行争夺的焦点。那么怎样发掘客户资源,保留优质客户,建立银行与客户双赢的长期关系,确保竞争优势,已成为商业银行面临的重大问题。本文在阐述客户关系管理现状的基础上,分析了当前商业银行客户关系管理中存在的问题,并提出了建设性的建议和措施。
With the deepening of the market economy in our country, the competition in the retail business of commercial banks has also become increasingly fierce. At the same time, the customer’s consumption demand is also constantly changing and improving. Customers have many choices. Therefore, the high-quality customer resources have increasingly become the focus of commercial banks. So how to find customer resources, retain high-quality customers, establish a long-term win-win relationship between banks and customers to ensure competitive advantage has become a major issue for commercial banks. Based on the status quo of customer relationship management, this paper analyzes the existing problems in customer relationship management of commercial banks and puts forward constructive suggestions and measures.