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本文基于客户关系管理理论和商业银行核心竞争力评价体系以及在国内外商业银行中的应用分析,论述工行在实施基层网点竞争力提升工程中需要系统运用客户关系管理工具的原因,并提出如何提高工行基层行客户关系管理水平,进而提升基层行竞争力的实施策略。
Based on the theory of customer relationship management and evaluation system of commercial bank’s core competence as well as its application in domestic and foreign commercial banks, this paper discusses the reasons why ICBC needs to systematically use CRM in the process of promoting the competitiveness of grassroots outlets and proposes how to improve ICBC grassroots level of customer relationship management, and thus enhance the competitiveness of grass-roots banks to implement strategies.