随着我国金融业体制机制改革的不断深入，经济市场化程度的日益加剧，移 动互联网、区块链、人工智能等互联网技术的快速发展，金融业迎来了巨大机遇， 同时，也面临着前所未有的挑战。银行间以及银行与非银行金融机构间的竞争日 趋激烈，这种竞争已经不仅仅体现在传统银行业务与服务上，更重要的体现在对 客户资源的竞争上。客户资源已成为各个金融机构争夺的重要资源，客户关系管 理的质量好坏一定程度上决定银行的兴衰。 兰州银行作为西北地区地方性商业银行的翘楚，为巩固和提高市场竞争力， 发展重点逐渐转向客户关系管理，经营理念由“以产品为中心”转变为“以客户 为中心”，开发出了如百合银行、e 融 e 贷、百合宝等多样的金融产品。近年来， 由于互联网金融的蓬勃发展，甘肃省内银行类金融机构同行业间竞争不断加剧， 兰州银行在服务能力和管理水平上的不足日益突显。 兰州银行 A 支行成立时间较长，具有深厚的客户资源及资产基础，属于传 统运营模式的城市商业银行网点，具有较高的研究价值。本文以兰州银行 A 支 行为研究对象，以银行客户关系相关理论为理论基础，通过对国内外相关文献进 行查阅总结，结合宁波银行的发展经验作以借鉴，再通过波特五力、PEST 等方 法对 A 支行客户关系管理的内外部基础条件进行分析，并结合问卷调查的结果， 根据 PDCA 理论，制定了分准备、实施、核查、修正四个实施阶段，从客户细 分、客户开发、金融产品交叉营销、柜面替代率、人才队伍建设五个方向，以制 度、人才、精细化管理三方面为保障的客户关系管理提升方案，并对此次研究进 行总结和展望。 此次研究对于兰州银行 A 支行客户关系管理的提升具有指导意义，能够对 兰州银行应对金融业激烈竞争提供一定的保障，而且对其他地方性商业银行优化 客户关系管理也有着一定的借鉴意义。 关键词：兰州银行，客户关系管理，内外部基础，提升II ARESEARCH ON THE CUSTOMER RELATION MANAGEMENT OF LANZHOU BANK ABRANCH Abstract With the deepening of China's financial industry system and mechanism reform, the increasing marketization of the economy, the rapid development of mobile Internet, blockchain, artificial intelligence and other Internet technologies, the financial industry has ushered in great opportunities, but also faces unprecedented challenges. Competition among Banks and between Banks and non-bank financial institutions is becoming increasingly fierce, which is not only reflected in the traditional banking business and services, but more importantly in the competition for customer resources. Customer resources have become an important resource for various financial institutions. The quality of customer relationship management determines the rise and fall of Banks to some extent. As the leader of local commercial Banks in northwest China, Lanzhou bank has gradually shifted its development focus to customer relationship management in order to consolidate and improve its market competitiveness. Its business philosophy has changed from product-centered to customer-centered. It has developed a variety of financial products such as Baihe direct bank,Lanzhou bank investment and financing platform and Baihe bao. With the vigorous development of Internet finance, in recent years, the competition among banking financial institutions in Gansu province has been increasingly intensified, and the deficiency of Lanzhou bank in service capability and management level has become increasingly prominent. Lanzhou bank A branch has been established for A long time and has profound customer resources and asset base. It is A branch of urban commercial Banks with traditional operation mode and has high research value. Based on Lanzhou bank A branch as the research object, based on the theory of banking customer relationship related theory, based on the related literature at home and abroad to consult, combined with the development of Ningbo bank experience to draw lessons from, and thenIII through Porter V. Force analysis, PEST and other tools to analyze the internal and external basic conditions of the branch customer relationship management and combined with the results of the questionnaire survey, according to PDCA theory, made the preparation, implementation, verification and correction four implementation stage, from the customer segmentation, customer development, cross-selling financial products and counter replacement rate, the talent team construction five directions, Customer relationship management improvement plan with system, talent and fine management as guarantee, and summarize and look forward to this research. This research is of guiding significance for the improvement of customer relationship management of Lanzhou bank A branch, which can provide certain guarantee for Lanzhou bank to cope with fierce competition in the financial industry, and also has certain reference significance for other local commercial Banks to optimize customer relationship management. Keywords: Lanzhou Bank, customer relationship management, Internal and external foundation, promotionIV 目 录 中文摘要...................................................................................................... I Abstract........................................................................................................II 第一章 绪论..............................................................................................1 1.1 研究背景..........................................................................................................1 1.1.1 宏观背景...................................................................................................1 1.1.2 微观背景..................................................................................................1 1.2 研究意义..........................................................................................................2 1.2.1 理论意义..................................................................................................2 1.2.2 实践意义..................................................................................................3 1.3 研究的内容与方法..........................................................................................3 1.3.1 研究内容...................................................................................................3 1.3.2 研究方法...................................................................................................4 1.4 研究思路与框架..............................................................................................4 1.4.1 研究思路...................................................................................................4 1.4.2 研究框架...................................................................................................5 第二章 国内外研究理论及文献综述.......................................................7 2.1 客户关系管理概念和内涵..............................................................................7 2.1.1 概念由来...................................................................................................7 2.1.2 内涵特点..................................................................................................7 2.2 银行客户关系管理相关研究.........................................................................8 2.2.1 客户关系管理相关研究...........................................................................8 2.2.2 国外银行客户关系管理相关研究...........................................................8 2.2.3 国内商业银行客户关系管理相关研究...................................................9 2.3 其他城商行发展借鉴...................................................................................10V 2.3.1 宁波银行简介........................................................................................10 2.3.2 对兰州银行 A 支行客户关系管理优势借鉴.......................................10 第三章 兰州银行 A 支行客户关系管理的内外部基础条件分析..... 12 3.1 外部环境分析................................................................................................12 3.1.1 政治环境................................................................................................12 3.1.2 经济环境................................................................................................13 3.1.3 社会文化................................................................................................14 3.1.4 技术环境................................................................................................15 3.1.5 小结.........................................................................................................16 3.2 行业竞争分析................................................................................................16 3.2.1 新进入者威胁........................................................................................16 3.2.2 替代品威胁............................................................................................17 3.2.3 买方议价能力........................................................................................18 3.2.4 卖方议价能力.........................................................................................19 3.2.5 行业竞争程度.........................................................................................20 3.2.6 小结.........................................................................................................21 3.3 内部管理环境分析.......................................................................................21 3.3.1 兰州银行及 A 支行概况.......................................................................21 3.3.2 管理架构.................................................................................................22 3.3.3 主营业务.................................................................................................23 第四章 兰州银行 A 支行客户关系调研和成因分析..........................26 4.1 客户关系问卷研究设计................................................................................26 4.1.1 调研目标.................................................................................................26 4.1.2 问卷设计................................................................................................26 4.1.3 调研实施.................................................................................................27 4.2 客户关系问卷调研分析................................................................................28VI 4.2.1 客户群体分析........................................................................................28 4.2.2 客户满意度分析....................................................................................30 4.3 存在问题.......................................................................................................34 4.3.1 支行发展目标不清晰，服务质量不足.................................................34 4.3.2 客户差异化理念缺乏，信息管理不完善.............................................35 4.3.3 交叉销售能力不足，营销团队素质有待提升.....................................35 4.3.4 新客户开发不足，过于依赖老客户.....................................................36 4.3.5 团队协同性不足，支行组织架构不合理............................................36 4.4 成因分析........................................................................................................37 4.4.1 客户关系管理意识淡薄，缺乏战略高度.............................................37 4.4.2 客户分类管理不完善，缺乏客户细分.................................................37 4.4.3 客户营销模式不科学，缺乏针对举措.................................................37 4.4.4 支行营销能力不足，缺乏系统培训....................................................38 4.4.5 员工职责分工不合理，缺乏合理考评................................................38 第五章 兰州银行 A 支行客户关系管理的设计和实施......................39 5.1 提升方案........................................................................................................39 5.1.1 提升思路及目标.....................................................................................39 5.1.2 实施方案.................................................................................................40 5.2 提升实施重点和难点....................................................................................42 5.2.1 差异化服务.............................................................................................42 5.2.2 精细化服务.............................................................................................43 5.2.3 电子化替代.............................................................................................43 5.3 提升实施的保障措施....................................................................................44 5.3.1 组织制度保障.........................................................................................44 5.3.2 人才队伍建设.........................................................................................45 5.3.2 精细化管理.............................................................................................46VII 第六章 结论与展望............................................................................... 48 6.1 论文主要结论................................................................................................48 6.1.1 论文回顾.................................................................................................48 6.1.2 主要结论.................................................................................................48 6.2 未来研究展望................................................................................................49 6.2.1 局限.........................................................................................................49 6.2.2 展望.........................................................................................................49