摘 要
20 世纪 80 年代以来，随着全球经济一体化、金融市场自由化和现代信息技
术的不断发展，全球银行业的制度结构、运作模式和竞争格局正在经历深刻的变
革，竞争日趋激烈。谁能在竞争中胜出，取决于市场上客户的“选票”，因此银行
竞争的焦点集中在对于客户的吸引和保持方面。如何界定自己的客户群体？如何
与客户保持良好的关系来实现“双赢”，让客户成为商业银行重要的战略资源？在
银行业激烈竞争的今天，客户关系成为银行发展的重要动力之源。
本文以中信银行长沙浏阳支行（以下简称中信浏阳支行）为对象，对中信浏
阳支行的客户关系管理进行了深入分析。首先，从国内外的相关理论入手，客户
关系管理理论的相关概念和发展，银行业客户关系管理研究进行了综述。其次，
对中信浏阳支行的客户关系管理现状进行分析，并指出目前中信浏阳支行在客户
关系管理方面存在的问题：客户关系管理战略模糊、客户关系管理系统不够完善、
客户经理管理存在制度缺陷等。根据前面两章的分析，提出了中信浏阳支行客户
关系管理的优化方案，从客户关系管理优化的总体规划、流程优化和具体实施方
方面进行深入阐述。最后，为保证支行客户关系管理优化的实施，本文针对性地
提出从组织机构、企业文化、营销队伍培养、考核体系完善等措施保障方案的实
施，并预计了方案的预期效果。
通过对中信浏阳支行的客户关系管理研究和相关方案制定，对支行的长远发
展有重大的实际意义，并对其他从事金融行业的企业有一定参考价值。
关键词：中信银行浏阳支行；客户关系管理；定制化服务
Abstract
Since the nineteen eighties, along with the global economic integration, the
financial liberalization and the continuous development of modern information
technology, the global banking system structure, operation mode and competitive
pattern is undergoing profound changes, competition is intense with each passing day.
Who can win in the competition, depends on the market, customer votes, so the
banks focus on the customer to attract and maintain aspect. How to define their own
customer base How to maintain good relations with customers to achieve win-win,
to allow customers to become commercial banks important strategic resources In the
banking sector competition today, customer relationship becomes bank development
important motive force.
In this paper, Changsha Liuyang branch of CITIC Bank (hereinafter referred to as
CITIC Liuyang branch) as the object, the CITIC Liuyang branch customer
relationship management is analyzed. First of all, from the domestic and foreign
theories, the theory of customer relationship management and the related concept and
the development of the banking industry, customer relationship management research
are reviewed. Secondly, the CITIC Liuyang branch customer relationship management
situation analysis, and pointed out that currently CITIC Liuyang branch in customer
relationship management problems: customer relationship management strategy fuzzy,
customer relationship management system is not perfect enough, client manager
management system deficiencies exist. According to the analysis of the previous two
chapters, presents the CITIC Liuyang branch customer relationship management
optimization scheme, from the customer relationship management to optimize the
overall planning, process optimization and implementation method are described.
Finally, in order to ensure the implementation of optimization of customer
relationship management, this paper puts forward from the organizational structure,
corporate culture, marketing team training, assessment system and other measures to
ensure the implementation of the scheme, and the scheme is expected to expected
results.
According to the Liuyang branch of China CITIC Bank Research of customer
relationship management and the related plan, the Liuyang branch of the long-term
development has great practical significance, and the other in the financial industry
enterprises have a certain reference value.
Key Words：Liuyang branch of China CITIC Bank; CRM; Customized service