商业银行客户关系管理的价值链模型研究

本文在系统比较关于价值链的四大主要理论基础上,以波特的传统价值链模型为基础,结合商业银行以客户为中心的经营特点,构建了适用于商业银行客户关系管理的价值链模型,它将银行的价值活动分为由识别挑选客户、获取客户、保持客户、升级客户和退出客户等环节构成的基本活动,以及由领导和经营思想、人力资源管理、组织结构、组织文化和技术支持等环节构成的辅助活动两大类,该价值链的最终目标在于通过这些活动在银行与客户之间建立一种长期的、互利互惠的关系,银行如果能比竞争对手更好地、灵活地开展这些活动,就能赢得竞争优势。

Research on CRM Value Chain Model of Commercial Banks

On the basis of comparing the four theories of value chain,this paper integrates Port's traditional value chain model with commercial bank's customer-oriented operating character to build a value chain model applicable to commercial bank's customer relationship management(CRM).This model divides bank's value activities into basic activities and auxiliary activities.The former focuses on identifying and selecting customers,obtaining customers,maintaining customers,updating customers and withdrawing from cust...