中國大陸自2003年起開始金融改革，於2006年因加入WTO屆滿五年而對外開放金融業市場，整體金融環境處於積極改善的快速變遷之中，同時間為抑制沿海城市經濟發展過熱與均衡區域經濟發展，中國大陸政府宣佈包含「金融下鄉」等政策方向以厚植國力於民間，本研究進行時正值兩岸金融監理備忘錄己簽定而經濟合作架構協議亦進入實際商談階段，一旦政治情勢允許，國銀進入中國大陸市場承作當地業務將是必然的趨勢，透過研究中國大陸城市銀行導入顧客關係管理系統之經驗，國銀可藉由比較雙方經營經驗差異而得以擬定更佳的當地市場進入策略。
　　本研究基於Chandler之策略結構理論，運用德爾菲法及深入訪談法對個案銀行導入顧客管理關係系統之流程與結果進行研究，從環境、策略、結構等構面試圖尋找與經營績效之間的關係，研究結果發現個案銀行導入顧客關係管理系統之關鍵成功因素，於環境構面包含政策配合程度、政策發展方向、競爭對手發展、經營區域產業結構、銀行合併文化差異、公司發展定位與方向；於策略構面包含目標顧客選擇、目標業務選擇、網絡關係、業績激勵方式、訊息商機流通及處理應用、成本分攤制度；於結構構面包含PMO設置、顧客經管制度、分潤制度、協同合作程度。
　　本研究針對個案銀行導入顧客關係管理系統之過程與結果進行分析討論並提出導入系統之關鍵成功因素，期待此研究結果不但能給中國大陸為數眾多的城市銀行提供顧客關係管理系統導入借鏡，更希望能提供國銀於進入大陸市場為深耕當地業務之參考。

　The Mainland China started financial reformation since 2003 and opened the financial market in 2006, after joining the WTO for 5 years retention period. Thereafter, the entire financial industry has been changed and improved rapidly. In order to control the overheated economy in the coastal cities and leverage economy development among different regions, the China government announced new policies including "Finance enters rural areas". While this study is going, Taiwan and China had signed the "Memorandum of Understanding" (MOU) and moved forward to the detail negotiation phase of "Economic Cooperation Framework Agreement" (ECFA). If China and Taiwan sign the ECFA, Taiwanese banks might enter the China market. By investigating the experiences of implementing CRM system in China local banks, Taiwanese banks could understand more about the differences between two business environments to identify the most proper business strategy.
　This research is based on "Structure follow strategy theory" proposed by Chandler (1962). Delphi methodology and in-depth case interviews are applied to analyze the workflow and outcomes of the CRM system implementation in target bank. The objective is to identify the relationship between operation performance and various factors, including environment, strategy, and structure dimensions. We found that "compatibility of the government policy", "direction of the policy development", "development of competitors", "the commercial structure of the operating region", "the cultural gap of merged banks", "market segmentation and "developing strategy of the company" will affect the bank performance most in environment dimension. "Strategic target customer", "target business segments", "network relationship of the enterprise", "business stimulating approach", "business information management and application", and "cost allocation policy" are the key success factors for the strategy dimension. "The Project Management Office (PMO) implementation", "customer management policy", "profit distribution scheme" and "synergy effect of the alliance" are the key success factors in structure dimension.
　This research analyzed the CRM system implementation process and result in the target bank to identify the key success factors. This research could not only provide a reference for China banks in implementing CRM system, but also provide in-depth references for Taiwanese banks to enter the China market.

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報紙
[1] 朱漢崙、孫彬訓(2010)，「十大國銀登陸；贏家策略明朗」，工商時報，2010/2/20，A7。
[2] 朱漢崙、楊泰興(2010)，「參股陸銀，股價淨值比須合理」，工商時報，2010/1/27，A9。
[3] 李書良(2010)，「發改會：中國最晚第二季退市」，工商時報，2010/2/9，A9。
[4] 陳碧芬(2010)，「台資銀，5~10年將被淘汰」，工商時報，2010/2/25，A3。
[5] 黃怡錦(2010)，「一月信貸直逼1.6兆」，工商時報，2010/2/2，A9。
[6] 黃怡錦(2010)，「大陸GDP十年內恐跌至2%」，工商時報，2010/2/25，A9。
[7] 雷盈(2010)，「陸銀放款地方政府喊卡」，經濟日報，2010/1/29，A9。
[8] 蔡靜紋(2010)，「升息，ECFA題材將發酵」，經濟日報，2010/3/13，A2。
[9] 藍鈞達、洪凱音、邱金蘭(2010)，「華南金登陸，多軌並行」，經濟日報，2010/2/4，A13。

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