基于价值共创理论的M银行客户关系管理研究

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1、目录第1章绪论·····················································································11.1研究背景···············································································11.2国内外研究现状······································································11.2.1国外研究

2、现状·································································11.2.2国内研究现状及研究相关成果············································21.2.3研究述评·······································································41.3研究目的与意义················································

3、······················41.4研究内容与研究方法································································51.4.1研究内容·······································································51.4.2研究方法·······································································61.4.3研究框

4、架·······································································7第2章研究理论基础········································································82.1客户关系管理理论概述·····························································82.2价值共创理论概述·····························

5、······································92.2.1顾客价值概述·································································92.2.2价值共创与顾客参与理论··················································10第3章M银行客户关系管理现状分析···················································123.1M银行的基本概况······

6、·····························································123.2M银行客户关系管理的现状·······················································133.3M银行客户关系管理存在的具体问题···········································143.4数据分析与结果报告···························································

7、·····15第4章基于价值共创理论的客户关系管理优化策略·································204.1基于价值共创视角的客户关系管理··············································204.1.1共同创造价值理论在银行客户管理中的应用分析···················204.1.2客户关系管理与价值共创整合的优势··································214.2从战略上贯彻基于“客户价值”的客户关系管理建设··········

8、···············214.3把价值共创理念融入客户关系管理架构········································224.4注重对客户价值的识别，提升M银行对客户价值感知·····