摘要
国外商业银行的成功经验表明,完善的精准营销管理机制是商业银行常态化组织精准营销活动、实现持续盈利目标的保证。中国大型商业银行已开始组织精准营销活动的有益尝试,但缺位的管理制度、不完整的业务流程、不完善的信息系统等多方面问题制约了精准营销管理机制发挥效用。中国大型商业银行要借鉴国外商业银行成功的管理经验,结合市场经营环境和大型商业银行组织管理的特点,统筹文化制度、组织架构、业务流程、信息技术、渠道整合和产品管理等六方面要素,充分考虑与外部市场、监管机构的良好互动,保持精准营销管理机制的运转通畅。
The successful experience of foreign commercial banks shows that the perfect management mechanism of precision marketing is the gurantee that commercial banks do normalized precision marketing and achieve the objective of sustained profitability. Chinese large commercial banks have started to organize useful attempts to do precision marketing, but the absence of management systems, incomplete business process, imperfect information system and many other problems constrain the management mechanism to take effect. Chinese large commercial banks should learn the successful management experience from foreign commercial banks, combine market environment and large commercial banks＇ features of organization and management, integrate six elements, i.e. cultural system, organizational structure, business process, information technology, channel integration, product management, pay full attention to the good interaction with the external market and regulators to maintain the smooth operation of the management mechanism of precision marketing.
出处
《金融论坛》
CSSCI
北大核心
2011年第1期57-63,共7页
Finance Forum
关键词
大型商业银行
精准营销
管理机制
客户关系管理系统
large commercial bank
precision marketing
management mechanism
system of customer relationship management
