摘要基于客户价值的客户关系管理研究——以中国工商银行为例摘要随着金融市场的快速发展，银行业的竞争激烈程度不断加剧，客户、产品、技术、员工等都是各大商业银行脱颖而出的关键因素。大型商业银行应当充分意识到客户关系管理的重要性，发挥自身优势，找准市场定位，深入挖掘客户价值，细分客户市场，展开差异化营销和提供“定制化”的产品和服务，与客户之间建立保持良好的关系，提高客户的满意度和忠诚度。在为客户创造价值的同时，实现银行自身利润的最大化。关键词：客户价值；客户关系管理；中国工商银行IABSTRACTThe Customer Relationship Mangement based on The Customer ValueWith the case of ICBCABSTRACTWith the development of the economic financial market in China, Intensify market competition in the banking industry. If banks want to be more excellent and interested by the market, they should be focused on customers, quality products, advanced technology and a higher quality of the staff.The big commercial banks should realize the importance of the Customer Relationship Management ， playing its advantages, identifying its market position, exploring the customers’ value deeply, performing the customer segmentation, valuing variation marketing. Providing customized product and service is the key for the banks to satisfy diversified individual requirements in severe market competition. They will enjoy the satisfaction and loyalty of the customers and establish a good relationship with them.When the customer value is created ,the banks will achieve the maximum profit.Key Words: The Customer Value;The Customer Relationship Mangement; ICBCII目 录一、绪论..................................................1（一） 课题背景与意义.......................................1（二） 研究思路与方法.......................................11．研究思路..............................................12．研究方法..............................................2二、相关理论概...
