本文首先从如何提升商业银行核心竞争力问题出发，应用客户关
系管理理论探讨了商业银行应构建以客户为中心、追求客户价值和企
业利润最大化的集约化经营管理模式，并分析了客户关系管理价值链
形成机制及升值路径。
其次，着重探讨商业银行网点转型客户关系管理运作模式，优化
银行网点组织结构，优化业务运营客户关系管理工作职责，规范业务
运营表现形式，并提出了商业银行网点转型客户关系管理实施路径，
为商业银行网点转型客户关系营销策略提供了重要理论基础。
然后，分析了中国银行及衡阳市长湖支行运营现状与发展战略，
指出了长湖支行实行网点转型客户关系管理的必要性，分析了该行管
理现状及存在的主要问题。如管理理念陈旧，网点管理体系存在缺陷，
网点布局不合理，业务系统建设较落后，网点运营效率与服务能力较
弱等。
最后，针对长湖支行网点转型客户关系管理现状及存在的问题提出了对策措施与实施方案。主要是构建中行长湖支行多智能体系统客
户关系扁平化管理模式及动态目标考核体系，优化网点布局与改善网
点环境，提高网点运营效率，完善网点转型 CRM 实施战略，拓展与
完善客户关系管理，提升中国银行长湖支行核心竞争力。
总之，通过开展网点转型客户关系营销策略研究，为实现长湖支
行客户关系管理目标，推动长湖支行业务的发展和网点的壮大，提高
市场份额和提高经济效益具有重要的现实价值。
关键词：长湖支行，客户关系管理，网点转型
RESEARCH OF CUSTOMER RELATIONSHIP
MANAGEMANT FOR THE BANK OF CHINA HENGYANG
LONG LAKE BRANCH IN NETWORK TRANSFORMATION
ABSTRACT
Commercial bank CRM is that the commercial Banks use the
information technology to redesign the business functions and products,
to restructure and reengineer the business process, so that it can obtain
better customer communication skills and improve customer satisfaction
and loyalty. Network transformation refers to the change of network
business function from accounting dealing to marketing service. Its
purpose is to take the customer demand as the center, be the invincible
position In the fierce competition, and eventually realize the
maximization of customer value and the Banks' earnings. So it has the
important application prospect to research the CRM for commercial bank
network transformation, it also can improve the core competitiveness for
the Bank of China and achieve sustainable development.
First, Starting from how to improve the commercial bank core
competitiveness and from the theory of customer relationship
management, we discuss the commercial bank’s intensive management
model of building customer-centric, the maximization of customer value
and enterprise profit. Then we analyze the customer relationship
management’s formation mechanism of value chain and appreciation
path.
Second, we emphatically discuss the operating model of CRM for
commercial bank network transformation, optimization the bank’s
network organization structure and the responsibility of service operation
customer relationship management, standardize the business operation
form. Then we put forward to the implement method of CRM for
commercial bank network transformation, this provide an important
theoretical basis for customer relationship marketing strategy.
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