I 摘要 近些年，随着客户行为的改变，互联网金融的影响，个人业务的发展，建行 的 CRM 系统必然要进行越来越频繁的升级和改造。而无论是系统 的重构，功能模 块的创新，还是后期不断地迭代升级，都会涉及到 CRM 系统实施的关键成功要素。 而 CRM 成功实施最关键的衡量标准就是：在企业实施 CRM 系统的过程中， 是否贯彻了以客户为中心，并在项目上线后，改善了与客户关系，提高了运营效 率。中国建设银行自 2013 年逐步实施 CRM 系统以来，通过融合互联网社交媒体 要素，应用大数 据技术，在全面贯彻“以客户为中心”，增强客户满意度，挽留流失 客户，简化客户业务流程，便捷客户经理工作，提高客户经理运行效率方面均取 得了显著成果和量化业绩。 并在市场，战略，业务等方面都取得了不错的成效和 同业的认可。 在项目具体实施过程中，市场，客户，企业，项目组都对建行 CRM 系统的实 施带来了正面或者负面的影响， 本文旨在通过对产生积极影响的大量要素进行整 理和分析，并通过企业专家法和层次分析法，得出其中影响最大，权重最高的关 键成功要素。 首先通过介绍建行 CRM 系统项目 的实施背景和实施成效。并分析了在实施过 程中，市场环境，客户要素，企业要素，项目实施要素给 CRM 系统成功实施带来 的积极影响。 再结合传统 CRM 系统影响要素，银行 CRM 系统影响要素，以及建行 CRM 系统自身特征，通过企业专家法和层次分析法对建行 CRM 系统实施管理要素进行 了分析，明确了建行 CRM 系统实施管理关键成功要素。 最后 ，基于建设银行 CRM 系统成功实施的关键要素，通过“二八原则”进行分 层总结和分析，针对互联时代下，提出建行或者国有大型商业银行，在成功实施 CRM 相关系统项目过程 中的解决方案和优化建议，以提高系统效用。 关键词：客户关系管理，层次分析法，关键成功要素ABSTRACT II ABSTRACT In recent years, with the changes in customer behavior, the influence of Internet finance and the development of personal business, CCB's CRM system needs more and more upgrades and transformations. The key successful factors of implementation of the CRM system are more and more important to system reconstruction. The most critical criterion for the successful implementation of CRM is to improve the relationship with the customers and to increase the operational efficiency. Since the gradual implementation of the CRM system in 2013, China Construction Bank has integrated Internet social media elements and applied big data technology to fully implement "customer-centric". It has enhanced customer satisfaction, retained lost customers, simplified customer business processes, and facilitated customers. Significant results and quantitative performance have been achieved in managerial work and in improving the operational efficiency of account managers. And in the market, strategy, business and other aspects have achieved good results and recognized by the industry. In the specific implementation process of the project, the market, the customers, the companies, and the project teams have all brought positive or negative impacts on the implementation of CCB"s CRM system. This article aims to organize and analyze a large number of factors that have positive impacts. By using expert method and analytic hierarchy process, the most influential and most weighted key success factors are obtained. First, this article introduced the implementation background and implementation results of the CCB CRM system project. Then, it analyzed the positive impact of the market environment, customer factors, enterprise factors, and project implementation factors on the successful implementation of the CRM system project. Then, combined with the traditional CRM system influencing factors, bank CRM system influencing factors, and CCB CRM system's own characteristics, this article clarified the key success factors of the implementation and management of the CCB CRM system by analyzing the implementation and management elements of CCB CRM system through the enterprise expert method and the analytic hierarchy process. Finally, based on the key elements of the successful implementation of the CRMABSTRACT III system of China Construction Bank, this article proposed solutions and optimization suggestions for construction banks or large state-owned commercial banks in the successful implementation of CRM-related system projects, by conducting hierarchical summary and analyzed through the Pareto"s principle. The solutions and optimization suggestions can improve system availability well. Keywords: Customer Relationship Management Key Successful Factors Analytic Hierarchy Process目 录 IV 目 录 摘要 ............................................................... I ABSTRACT ........................................................ II 目 录 .............................................................. IV 第一章 绪 论 ........................................................ 1 1.1 研究背 景.........................................................................................................1 1.2 研究目标及方 法.............................................................................................2 1.2.1 研究目 标...............................................................................................2 1.2.2 研究方 法...............................................................................................4 1.3 本论文的结构安排 .........................................................................................4 第二章 文献综述 ..................................................... 6 2.1 CRM 系统影响要素 ........................................................................................6 2.2 银行 CRM 系统影响要 素...............................................................................7 2.3 相关主体对银行 CRM 系统影响 ...................................................................8 2.3.1 客 户.......................................................................................................8 2.3.2 项目 组...................................................................................................8 2.3.3 企 业.......................................................................................................9 2.3.4 市 场.......................................................................................................9 第三章 建行 CRM 系统实施现状 ....................................... 11 3.1 项目背 景.......................................................................................................11 3.2 项目市场成 效...............................................................................................13 3.3 项目业务成 效...............................................................................................14 3.3.1 建立了统一的个人客户等级划分标准和全量客户分层管理 体系 ....14 3.3.2 建立了覆盖全量个人客户 360 画像库，强化客户细分与洞察........14 3.3.3 建立了百类核心客群分类与经营体 系...............................................15 3.3.4 搭建了企业级个人客户数据分析与精准营销平台 ...........................15 3.3.5 为客户提供个性化服务 ，满足客户综合化、多元化需求................15 3.4 相关主体中的积极影响要素........................................................................16 3.4.1 市场环境.............................................................................................16 3.4.2 客 户.....................................................................................................19 3.4.3 企 业.....................................................................................................20目 录 V 3.4.4 项目 组.................................................................................................21 第四章 建行 CRM 系统关键影响要素分解 ............................... 24 4.1 传统 CRM 系统影响要素.............................................................................24 4.2 银行业界 CRM 系统影响要素 .....................................................................25 4.3 建设银行 CRM 系统影响要素细 化..............................................................27 第五章 分析及研究方法 ..............................................