摘要
客户关系管理主要是为银行保持已有的客户,吸引新的客户而设立的银行与客户的联系渠道并进行渠道的管理;同时分析客户需求为银行决策提供支持。分析了招商银行西安分行的客户关系管理的特点和现状。探索了招商银行西安分行的客户关系管理的瓶颈问题和发展障碍。提出招商银行西安分行的客户关系管理的发展策略。
CRM is directed at maintaining the relationship between banks and their customers with an view to attracting new customers as well as retaining their existing ones.And it also provides the foundation for the analysis of customers' needs.The paper probes into the current situation and characteristics of Merchant Bank Xi'an Branch (MBXB).Next,it looks into the bottleneck and development barrier in CRM of MBXB.At last,it proposes strategies for the promotion of CRM of MBXB.
关键词
招商银行
客户关系管理
策略
customers relation management
merchant bank
