城市商业银行CRM战略微观机制实证研究  

The Empirical Research on CRM Strategy Micro-Mechanism of City Commercial Banks

作　　者：刘涛[1] 曹利莎[2] 张同建[1] 马国建[1] 

机构地区：[1]江苏大学管理学院,江苏镇江212013 [2]江苏大学财经学院,江苏镇江212013

出　　处：《会计与经济研究》2014年第1期104-112,共9页Accounting and Economics Research

基　　金：国家社科基金项目(12BG1025)

摘　　要：CRM是城市商业银行核心能力培育的一项关键性战略,但在具体的实施策略上有待深化。研究基于城市商业银行的业务调查数据,借助于结构方程模型,实证性地检验了CRM对核心能力的促进机理,发现了CRM规划、CRM实施和CRM资源配置在风险控制能力、内部控制能力、产品开发能力和市场营销能力上的微观促进路径,从而有针对性地提出了CRM的优化和改进措施。CRM （Custom Relation Management） is a key strategy for city commercial banks to cultivate core competence, while its implementation of strategy needs to be deepened in practice. Based on survey data of city commercial banks and structural equation model, this paper empirically tests the promotion mechanism of CRM to core capabilities, and finds out the microscopic promotion path of CRM planning, CRM implementation and CRM resource allocation in risk control, internal control, product development capabilities and marketing capabilities. Suggestions on CRM optimization and improvement measures are put forward at last.

关 键 词：城市商业银行 客户关系管理 核心能力 结构方程模型 

分 类 号：F830.33[经济管理—金融学]