摘要
中国经济当前正处于保持中高速增长、结构逐步优化、转型创新驱动,同时
也将面临多重挑战的“新常态”,这种状态是对中国当前金融及经济发展的一种
准确研判与全面认识,对未来我国经济发展的何去何从描绘了宏伟的而细致的蓝
图。我国经济的快速发展与我国金融业的健康成长是相辅相成的,国内金融的快
速成长得益于经济状况的不断提升,而金融的内部的改造又将有利于经济的逐步
深化提升。经济的飞速发展,为我国金融业的成长提供了一个新的宏观环境,在
这个新的环境中所有参与到金融经济的每一个个体都将不同程度的遇到不同的机
遇和挑战。在这个充满机遇与和挑战的新宏观环境中,对我国原有的银行生态带
来的主要影响包括两个方面,一是我国的金融行业发展环境日益完善,二是随着
我国外资银行的不断涌入以及地方性小股份制银行的不断加入,使得银行业资源
的争夺日益白热化。当前银行“以产品来找客户”的思路,已远远不能适应满足
当前居民的要求,将逐渐被淘汰。取而代之的应该是“为客户找产品”的基本思
想,根据客户的需求结合银行所能提供的服务与产品来全方位、立体化的向客户
提供日常所需要的各项金融服务。我国银行业需要迅速适应新的宏观环境,更好
的应对其带来的挑战与机遇,需要进一步围绕“为客户找产品”这一主要思想做
文章,做好客户的深入分析与关系的管理

客户关系管理是指以客户需求为中心,依托先进的客户管理系统,通过实现
运行流程再造助推银客两方的沟通与交流,最终实现客户与银行的双贏。目前,
我国银行业对于客户的管理主要是从两方面入手,一个是开源,一个是节流,也
就是做好老客户的维护并不断开拓新的客户,这是当前客户管理的一项中心工作

农业银行作为四大国有银行之一,有着庞大的存量客户群体,做好客户关系管理
工作当属重中之重

本文以农业银行YG支行为研宄对象,希望通过对客户关系管理相关理论的
研宄分析,为农业银行YG支行的客户关系管理现状进行指导和剖析。本文主要
通过翻阅国内外大量文献资料、学习参考先进商业银行的经营做法、结合所属企
业目前的经营数据,研究如何对银行原有客户关系管理进行优化,提升客户满意
度、客户忠诚度、客户贡献度等,进而促进经营机构竞争力的提升。同时通过对
实际经营数据的整理和分析,研究客户关系管理工作的实施如何对农行YG支行
产生影响,尤其是业务及客户规模的发展和自身人才队伍建设方面,并结合客户
数据的整理和分析,对YG支行的客户经理队伍建设、绩效考核体系、客户维护
方法等提出相应的对策及建议

I 希望通过本文的研究,对农行YG支行的客户关系管理工作开展提供借鉴和
参考,协助支行提升营业机构客户关系管理的能力,降低营销成本,提高优质客
户的管理和维护能力,最终提高客户对经营机构的贡献度.
关键词:客户关系中国农业银行客户分层客户维护
II Abstract
China economy is currently in maintain the high growth, structural improvement,
innovation driven transformation, will also face multiple challenges of the new
normal&39; it is a kind of China the current financial and economic development and to
accurately judge the comprehensive understanding of China&39;s future economic
development decide on what path to follow depict grandiose and meticulous blueprint.
The rapid development of China&39;s economy and the healthy growth of China&39;s financial
industry is complementary, the rapid growth of the domestic financial benefit to
improve the state of the economy, and the transformation of the internal finance will be
gradually deepened to economic. The rapid development of China&39;s economy, China&39;s
financial industry development provides a new macro environment, in this new
environment all involved in each individual financial will be different across different
opportunities and challenges. In this is foil of opportunities and challenges and the new
macro environment, the main influence on the Bank of original ecology in China
includes two aspects, the first is China&39;s financial industry is growing increasingly
perfect, two is with the influx of foreign banks in China and local small joint-stock
banks continue to join the the banking industry increasingly intense competition for
resources. The current bank to the product to find customers, the idea has been far from
meeting the needs of the current residents, will gradually be eliminated. It should be
f,the basic idea for the product for the customer＊1, according to the needs of customers
with the products and services provided by banks to all-round to customers, provide the
financial services daily needs. China&39;s banking industry need to quickly adapt to the
new environment, to better cope with the challenges and opportunities it brings, the
need for further around Mfor customers to find products the main idea of the do
in-depth analysis and customer relationship management
Customer relationship management refers to the customer demand as the center,
relying on our customer advanced management system, through the realization of
operation process reengineering and communication to boost the silver two party, and
ultimately achieve a win-win situation between the customer and the bank. At present,
China’s banking industry for customer management is mainly from two aspects,one is
III opeiij one is the throttle,also is to maintain old customers and develop new customers,
it is a center of the current customer management work. As one of the four major
state-owned banks, agricultural bank has a large stock of customer groups, customer
relationship management should be the most important.
In this paper, the Agricultural Bank of China YG branch behavior research object,
hope that through the research of customer relationship management theory, for the
Agricultural Bank of China branch of YG customer relationship management status and
analysis. This paper mainly through a large number of domestic and foreign literature,
learn advanced commercial bank management practices, combined with the operational
data of an enterprise, to study how to optimize the original bank customer relationship
management, customer satisfaction, customer loyalty, customer contribution, and
promote the competitiveness of institutions. At the same time, based on the actual
operating data collation and analysis, the implementation of customer relationship
management is how to influence the YG of the Agricultural Bank of China branch,
especially business customers and the scale of development and their talent team
construction, and combined with the collation and analysis of customer data, put
forward the corresponding countermeasures and suggestions on the construction of the
customer managers, YG branch the performance appraisal system, customer
maintenance battalion method etc..
I hope that through this study, the customer relationship management of the
Agricultural Bank of China branch of the YG to provide reference and help to enhance
the ability of business branch institutions of customer relationship management, reduce
marketing costs, improve the quality of customer management and maintenance
capabilities, and ultimately improve the contribution of customer business
organizations.
Keywords: customer relationship9the agricultural bank of China,customer
hierarchy,customer maintenance
IV 目录
m w i
Abstract Ill
m-rn mit l
u研究背景和意义u.i研究背景1.1.2研究意义1.2关于该课题的研究现状及趋势1.3研究方法1.4研宄思路1.5创新之处……:第二章客户关系管理相关理论概述及相关理论2.1客户关系管理的相关理论概述2.1.1客户关系管理(CRM)的定义2丄2客户关系的概念2.1.3客户关系生命周期理论2.1.4客户关系管理目标2.1.5客户关系管理的产生和发展2.1.6银行客户关系管理介绍2.2客户满意度和忠诚度的定义2.3客户细分理论2.4国内外银行客户关系维护的经验启示及其借鉴2.4.1存量客户的等级划分策略2.4.2特色客户群的经营和获客策略第三章农业银行YG县支行的现状与问题3.1农业银行YG县支行整体情况3.2农业银行YG县支行客户管理现状3.3农业银行YG县支行在客户关系管理方面存在的问题V 3.3.1客户经理的素质和培养有待进一步加强3.3.2客户关系管理理念亟待更新3.3.3客户管理维护模式有待革新3.3.4客户关系管理维护的组织架构有待进一步健全3.3.5增值服务的品牌效应有待形成3.4农业银行YG支行客户关系管理存在问题的分析3.4.1客户经理队伍素质偏低3.4.2客户管理的方式和理念落后3.4.3缺乏系统的客户管理体系第四章农业银行YG支行客户关系管理的改进方案
21
4.1改进方案的整体思路
21
4.2改进方案实施目标
21
4.3改进方案的实施步骤
21
4.3.1建立健全档案
21
4.3.2客户分级分类
22
4.3.3客户认领分配
23
4.3.4绩效考核导入
23
4.4改进方案实施的保障
24
4.4.1科学选拨客户经理队伍
24
4.4.2明确客户经理岗位职责
24
4.4.3完善客户经理考核办法
25
4.4.4提升客户经理综合素质
26
第五章农业银行YG支行客户关系维护的策略
27
5.1构建完善的客户关系管理体系
27
5.1.1根据纵向分层制定客户经营方案
27
5.1.2强化客户忠诚度管理
28
5.1.3打造科学高效的联动营销体系
29
5.2建立专业化、协同性的客户关系管理体系
29
5.2.1根据客户分类制定经营策略和获客策略
30
5.2.2客户维护中有针对性的组织客户活动
32
5.3加强客户日常关系管理
33
VI 5.3.1重复营销
33
5.3.2交叉营销
34
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