摘要
I
浦发银行 ZZ 分行零售业务客户关系管理策略改进研究
摘要
在不断加剧的商业银行同业间的竞争中，零售业务的开展成为企业核心
竞争力的重要保证。各银行的人力资源投资，金融投资，资源投资也不断增
加，对零售产品和营销工具连续创新。在这个环境中，中国的商业银行要解
决的重要问题，就是如何开展零售业务，充分开发客户价值，确保高品质客
户的长期留存

本文以浦发银行 ZZ 分行为研究对象，探讨商业银行零售业务的客户关
系。通过对浦发银行 ZZ 分行零售业务的现状进行分析，浦发银行于 2001 年
进入 ZZ 市场，时间还不长，但银行的零售业务推进很快。在零售业务的发
展上，浦发银行 ZZ 分行有着自己独特的优势，由于种种限制，也存在着不
足之处。既面临着机遇，也存在挑战。接着，分析了浦发银行 ZZ 分行零售
业务的客户关系管理的营销策略存在缺陷，包括：客户关系管理系统不完善，
组织结构改善不明显，客户关系管理不细致。经营理念、管理体制和信息技
术的原因，共同造成了这些问题的存在；最后，提出了改进浦发银行 ZZ 分
行零售业务客户关系管理，则需要从以下几个方面着手：对组织架构进行优
化，客户分级管理，并针对不同的层级开开展不同的营销策略，对客户关系
管理系统进行优化。而为了策略顺利实施，本文提出了以下几方面的保障策
略：内部经营分层细化、推进过程管理、加强员工培训与考核、常态化关注
风险管理

本文的研究是基于浦发银行 ZZ 分行零售业务的运行过程进行的，研究
结论与实际情况比较吻合，希望对 ZZ 分行的零售业务起到进一步的促进作摘要
II
用，同时对其他商业银行的客户关系管理也能起到一定的借鉴意义

关键词：浦发银行；零售业务；客户关系管理ABSTRACT
III
RESEARCH ON IMPROVING STRATEGY OF CUSTOMER
RELATIONSHIPMANAGEMENT OF RETAILBUSINESS OF
ZZ BRANCH OF SPD BANK
ABSTRACT
In the growing competition between commercial banks, the retail business has become
an important guarantee for the core competitiveness of enterprises. The bank&39;s human
resources investment, financial investment, investment in resources is also increasing,
continuous innovation of retail products and marketing tools. In this environment, China&39;s
commercial banks to solve the important issue is how to carry out retail business, the full
development of customer value, to ensure high-quality customers long-term retention.
This paper discusses the customer relationship of commercial banks&39; retail business with
the ZZ branch of Shanghai Pudong Development Bank. Through the analysis of the status quo
of the retail business of the Shanghai Pudong Development Bank, the Shanghai Pudong
Development Bank entered the ZZ market in 2001, and the time was not long, but the bank&39;s
retail business pushed forward quickly. In the development of the retail business, Shanghai
Pudong Development Bank ZZ branch has its own unique advantages, due to various
restrictions, there are also shortcomings. Both facing opportunities and challenges. Then, it
analyzes the marketing strategy of customer relationship management in the retail business of
ZZ branch of Shanghai Pudong Development Bank, including the imperfect customer
relationship management system, the improvement of organizational structure and theABSTRACT
IV
unsatisfactory customer relationship management. Business philosophy, management system
and information technology, and finally created the improvement of these problems. Finally, it
is proposed to improve the customer relationship management of the ZZ branch of the
Shanghai Pudong Development Bank. The following aspects need to be made: the
organizational structure is optimized, Hierarchical management, and for different levels to
carry out different marketing strategies, customer relationship management system
optimization. For the smooth implementation of the strategy, this paper puts forward the
following aspects of the security strategy: internal business stratification refinement, promote
process management, strengthen staff training and assessment, normalization of risk
management.
The research of this paper is based on the operation process of the retail business of ZZ
branch of Shanghai Pudong Development Bank. The conclusion of the study is in good
agreement with the actual situation, hoping to further promote the retail business of ZZ branch,
and also to the management of customer relationship of other commercial banks. Play a
certain reference.
Du Xiaoming(Enterprise Management)
Supervised by Professor Wang Fudong
KEY WORDS:SPDBank;RetailBusiness;CustomerRelationshipManagement目录
V
目 录
摘要 I
ABSTRACT...........III
1 绪论 .........1
1.1 研究的背景及意义 ..........1
1.1.1 研究背景 ...1
1.1.2 研究意义 ...2
1.2 国内外研究现状 ..4
1.2.1 客户关系管理理论基础 ...4
1.2.2 商业银行客户关系管理研究现状 ...........5
1.3 研究内容与方法 ..7
1.3.1 研究内容 ...8
1.3.2 研究方法 ...8
1.4 研究创新点 ..........9
2 相关理论基础 ...10
2.1 客户关系管理理念 ........10
2.1.1 客户关系管理的概念 .....10
2.1.2 客户关系管理的运行模式 .........11
2.2 商业银行零售业务 ........12
2.2.1 商业银行零售业务定义及其分类 .........12
2.2.2 商业银行零售业务的特征 .........13
2.3 客户细分理论 ....14
2.3.1 客户细分概述 .....14
2.3.2 客户细分的方法 .15
2.4 客户价值理论 ....15
3 浦发银行 ZZ 分行零售业务客户管理现状分析.........17
3.1 浦发银行 ZZ 分行零售业务分析..........17目录
VI
3.1.1 浦发银行 ZZ 分行发展情况.......17
3.1.2 浦发银行 ZZ 分行零售业务构成...........18
3.1.3 浦发银行 ZZ 分行零售业务服务渠道...20
3.2 浦发银行 ZZ 分行零售业务客户关系管理体系..........21
3.2.1 客户关系管理概况 .........21
3.2.2 客户关系管理组织结构 .22
3.2.3 客户关系管理职能体系 .22
3.2.4 客户关系管理流程 .........24
3.3 浦发银行 ZZ 分行零售业务经营环境分析......28
3.3.1 优势分析 .28
3.3.2 劣势分析 .29
3.3.3 机会分析 .29
3.3.4 威胁分析 .30
4 浦发银行 ZZ 分行零售业务客户关系管理存在的问题及原因分析.32
4.1 浦发
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