湖南建行公司客户操作型crm系统设计与应用研究

湖南大学硕士学位论文湖南建行公司客户操作型CRM系统设计与应用研究姓名：廖立新申请学位级别：硕士专业：@指导教师：杨胜刚20070401I(OperationalCustomerRelationshipManagement)CRM9090OCRMCRMIIAbstractOperationalCustomerRelationshipManagement(OCRM)isaninnovativemarketingstrategywhichconsiderscustomerfirst.Sincethemiddleandthelateof1990s,enterprisecirclesandacademegraduallypayattentiontothisterm.Buttillto1999,Chineseenterprisesbegantoacquaintandknowit.ChinesebankingowningaplentyofcapitalandquantitiesofclientshasbeenprovidedwithobjectiveconditionsofcarryingoutCRM.Withthestrengtheningofmarketcompetition,commercialbanksexpecttogetadvancedmarketingmanagementmeansandstrategies.CRMjustprovidesanomnidirectionalvisualangleforbanks.Itenablesbankstocommunicatewithcustomerwithoutanybarrier.ChinaConstructionbank(CCB)ofHunanBranchistakenastheresearchobject.BasedontheconceptofCRM,studiedtheconcernedtheorieswhichmakeittodevelop,referringtoadvancedtechnologyandexperienceofforeigncapitalbanks,combiningexperiencesofChinesebanks'applyingCRM,thispaperdetailthereasonstomakeupOCRMofCCBofHunanBranch,profoundlyanalysessomeproblemswhichincludesthepresentrecognition,informationmanagement,customerstrategy,organizingmanagement,concreteimplementprocessandsoon.ThispaperalsomaketheforecastofmakingupOCRMinbusinessandtechnologyeffects.ThecoreofthispaperanalysesthereasonsofmakingupOCRM,refertoadvancedtechnologyandexperienceofforeigncapitalbanks,designandimplementthecompanyOCRMofCCBofHunanBranch,discusssomemethodsbywhichChinesebankscanmanagetheircustomerrelationshipeffectivelysoastoperfectthecustomerrelationshipmanagementsystem.Itanalysestheaboveproblemsmainlyfromseveralaspectsandtheyare:improvingbanks'recognitionability,settingupmoderninformationplatform,applicationofthecustomerstrategy,rebuildingbankingflow,carryingoutcustomermutualmanagement,perfectingorganizingmanagementsystemandsystemimplement.ThepurposeofstudyingCCBofHunanBranchcompanyOCRMistoimprovetheservicelevelandtoenhancecustomers'satisfactionandloyalty.CRMcanhelpbanksestablishalong-termrelationshipwithhighfaithfullycustomers,andfinallytopromotethecorecompetitionpower.IIIKeywords:ChinaConstructionbankofHunanBranchOperationalCustomerRelationshipManagementSystemDesign4.1............................................................264.2.........................................................................................334.3.........................................................................................334.4........................................................................364.5CRM........................422007527,2(”20075272007527111.12006——“”“”“”?CRM2CRMCRMInternetCRM20InternetInternet“”CRMCRM20063CRM1.2CRM1.2.1CRMITGartnerGroupCRM[1]Graham[2]EmmaChablo[3]1998·[4]Barnes·J·G[5]·T·[6]DonPeppersMarthaRogers[7]PhilipKotler[8]RolandT·RustAlarieA·Zeithaml[6]·2001[9]PaulD·BergerNadaNasrBechwaitCRM4[9]ThomasHKelly[10]JosephANess2001[11]·1999[12]2003RonHo[13]1.2.2CRM[14]“”“[15]”[16][17][18][19]5[20][21][22]1.31.3.11CRM2CRM80CRMCRMCRM3CRMCRM6CRM4CRMCRMCRM5CRMCRMCRMCRMCRMCRMCRM1.3.2CRM1CRMCRM27CRMCRM3CRMCRM82CRM2.1CRM2.1.180B2BB2C“”80199090CTI“”“”“”9CRM2.1.2CRM,[23]12“”34CRM10“”52.1.3CRM————CRMCRMCRM[24]CRM(OperationalCRM),——“”CRMAnalyticalCRMCRMCRMCollaborativeCRMCallCenterInternet/WebEmail/Fax2.2CRM2.2.1CRMCRMCRM[25]80CRM1998500100CRM500GB199954CRM20001005014.9TBFirstAmerican11750IDC4400CRM[26]1CRMCRM2080/VIPVIP8050VIPCRMVIP20CRM2CRM,STANDERCHARTERCRM“”CRM123CRMSTANDARDCHARTERSASCRMSTANDARDCHARTERCRM4CRMCRMCapitalOne199410CapitalOneCRMCapitalOneCRMCRM1/7CRMCapitalOneCRM“”CRMCRMCapitalOne5CRMCapitalOneCRM——CRM200013CapitalOneCRM28000CapitalOne6000CapitalOneCRM6CRMCRM120CRM2.2.2CRM1995CRMCRM,CRM11,,,,,,,,,,2,,,CRM14,,,21,,,,,,(2),,,,,,,,,(3),,,,,,,,,3,,,2.2.3CRMCRM“”“”“”“”CRMCRMCRM[27]151CRMCRM2CRMCRM“”CRM3CRM4CRMCRM5CRMCRMCRMATMCRMCRM16“”CRM6CRM173CRM3.13.1.11993200419941999200062001220033CRM18130IP-3.1.2CRM200612654.11835.5143.91%801.28122.7186.72%CRMCRMCRM3.2CRM3.2.1.19[28]:;24;2090(Anytime)(Anywhere)(Anyhow)2090.CRM203.2.2()1270809019956901993l020001996122015.1531995WTO21.CRM3.2.33.2.3.1.:75%70%3.12005(:%337.04275470.9610.4464541.0647428.0645857.4247710.190.59%0.72%1.11%NA13.30%12.62%21.59%NA4.69%4.62%3.84%26.17%1544.171032.26944.6974009.89%10.42%13.57%NA20053.11/4(1000)3.2.3.22005“”CRM222005200512104295159.180.787737.617.7%2145.8%3.22005++++6589.5945.4119.716.9-0.44590542.3-10.112.5-2.03814.6519.1124.417.24.02445.2196.6-101.27.9-5.01094.5151.959.318.29.1619.815.7-63.61.9-6.4965.4113.4-2.713.3-2.5650.818.2-44.12.8-8.1580.983.434.416.75.7400.447.12.413.4-1.11173.8170.433.419.83.5774.2115.64.117.52.977.427.411.454.68.0888.8118.629.515.42.367.324.79.457.82.2541.284.3618.4-2.310.12.7235.925.8347.634.323.511.07.4509.268.8-35.215.7-15.2371.97419.924.82.6369.660.6-0.819.6-5.2198.130.8-4.318.6-7.91066.9137.431.614.71.9674.2121.429.319.42.1585.3103.18.121.4-3.1------20053.250%——3.3233.32005++255.011.828.7-2.91.8-0.10.3-0.1253.111.972.8-4.2126.6-147.015.1-5.5409.2-147.416.7-5.739.3-208.76.3-23.3303.141.746.65.331.37.27.81.035.512.44.61.117.30