摘要
我国在2001年加入世贸组织,经过5年的过渡期,我国的金融行业进入全面开放
的时期,外资银行的进入给我国商业银行带来了冲击;信息技术和互联网技术的发展,
给传统的银行经营模式带来了挑战;我国金融市场的买方市场逐渐形成,银行的经营
战略由“以银行为中心”向“以客户为中心”转移,客户资源日益成为商业银行获得成功的
关键性因素。如何将客户群体分类并有效的选择利润贡献率大的客户,为其提供优质、
便捷的服务,提高客户满意度,维持客户忠诚度,建立稳定的、长期的客户关系是商
业银行在激烈的市场竞争中获胜的重要砝码。

客户关系管理集成了销售、市场营销、客户服务与支持等银行与客户关系的经营
战略,它能够有效的了解客户的需求和行为,能够帮助银行获得客户优势。客户关系
管理是一套管理思想,也是一个信息技术系统;它既可以指导银行所有人员的工作,
也可以为银行所有工作提供技术支持。

鉴于客户关系管理的优越性,商业银行需要有效的应用,如何针对商业银行自身
的特点,成功实施客户关系管理,实现识别优质客户,实施针对性的“一对一”服务,
在“以客户为中心”的经营观念下提升银行综合竞争力。本文通过对恒丰银行成都分行
的案例研究,依据恒丰银行成都分行的现状及实施的必要性,参考了国外银行的成功
实施经验,阐述和论证了实施客户关系管理的具体方案,并对恒丰银行成都分行的客
户经理制作出了较深入的分析和研究,并分析了恒丰银行成都分行的实施效果,对恒
丰成都分行的业绩分析表明,实施有效的客户关系管理,能够显著的提高其竞争力。

关键词:商业银行客户关系管理恒丰银行成都分行客户经理制
Abstract
Our country joined World Trade Organization (WTO) in 2001,after 5 years of transition,
China Finance entered the overall open period, the foreign bank enter to our country to
compete with our bank. As the information technology and the internet technology
developing, the traditional management mode of bank is challenged, our country's finance
market formed a buyer's market gradually, and the bank's business strategy has transferring
for “to the bank as the center to take the customer as the center, the customer is becoming
the key factor in the success of the commercial bank increasingly. How to classify the
customer group and choose the profit contribution customers effective, to provide quality
and convenient services, to improve the customer satisfaction, to maintain customer loyalty,
through this can establish a stable, long-term customer relationship; this can help the
commercial bank to win in the fierce competition.
Customer relationship management integrates sale, marketing,customer service and
support etc.. It can understand the demand of customer and the behavior effectively, this can
help commercial bank achieve a competitive advantage. Customer relationship management
is a new,advanced management thought,also an advanced information technology system. It
can guide all the banks' staff to work efficiently, also can provide technical support to the
bank business.
In view of the advantages of Customer relationship management, commercial bank
should apply it effectively, how to carry out customer relationship management successful,
according to the characteristics of the bank, how to realize high quality customer, to apply
the “face to face and “one to one in the service of bank to customer, bank can strengthen
its comprehensive competitiveness under the “customer is first’’ management concept. Here
take EverGrowing bank Cheng Du branch as a case, considering its present situation and the
necessity to carry out the customer relationship management, through reference the foreign
bank's successful implementation experience, this paper expounds and proves the
implementation of the specific scheme of customer relationship management, and the
analysis and research of EverGrowing bank Cheng Du branch customer manager system
in-depth.And analyzes EverGrowing bank Cheng Du branch implementation effect,
EverGrowingChengdu branch of the performance analysis shows that the effective customer
relationship management, can significantly improve its competitiveness.
。。。