CAJ | 학술논문

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。
CRM시성시상업은행핵심능력배육적일항관건성전략，단재구체적실시책략상유대심화。연구기우성시상업은행적업무조사수거，차조우결구방정모형，실증성지검험료CRM대핵심능력적촉진궤리，발현료CRM규화、CRM실시화CRM자원배치재풍험공제능력、내부공제능력、산품개발능력화시장영소능력상적미관촉진로경，종이유침대성지제출료CRM적우화화개진조시。
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.