I 摘要 随着经济的飞速发展，金融行业的竞争日趋激烈，呈白热化态势。客户对于 银行的要求也在不断提高，其消费理念以及购买行为日趋成熟，己逐渐从卖方市 场转变为买方市场，不会对某一银行的产品毫无目地忠诚。从而，银行需要无论 是从产品，还是在服务上都要满足客户与日俱增的个性化要求。银行机构要想立 于不败之地,抢占新市场、吸引新客源的同时，做好存量客户的关系维护，构建 良好紧密的客户关系就成为当下需要急迫解决的问题。 客户关系管理作为当前银行提高核心竞争力的主要手段之一，具有重要意 义。通过先进的客户关系管理理念，运用一系列以客户为中心的管理手段，提升 CRM 系统的智能化水平，对客户进行有效细分，对分类客户进行有针对性的、有 的放矢的维护管户及产品推送，并在一定时间内对客户进行动态跟踪管理，与此 同时配备齐备的产品及适合的人才，做到维系老客户、吸引新客户、实现客户忠 诚，提升客户黏性，最终实现客户价值最大化及银行利润增长，这是银行切实提 高客户关系管理的关键之所在。 本文旨在通过以富滇银行总行营业部为案例，根据其零售业务发展的概况及 现状，从客户关系管理基本理论、客户价值理论、客户细分理论以及关系营销理 论几个角度为切入，对其零售客户关系管理工作的开展进行具体分析，指出零售 客户关系管理工作中存在的不足，管理观念落后、客户分层不细致、产品设计不 全面，综合型人才缺乏几个方面，并结合理论及其它银行的成功经验提出一些针 对性的改进建议及对策。 关键词，客户关系；商业银行；零售业务Abstract II Abstract With the rapid development of the economy, the competition in the financial industry is becoming increasingly fierce, showing a white-hot trend. Customers' requirements for banks are also increasing. Their consumption concepts and purchasing behaviors are becoming more and more mature. the consumption market has been gradually changing from the seller's market to the buyer's market. They will not be loyal to the products of a bank without any purpose. As a result, banks need to meet the increasing individualized requirements of customers both in terms of products and services. If banks want to remain invincible, seize new markets and attract new customers, as well as doing a good job in maintaining the relationship between existing customers, building a good and close customer relationship has become an urgent problem to be solved. Customer relationship management, as one of the main methods to improve the core competitiveness of banks, has its great significance. Through advanced customer relationship management concepts and a series of customer-centered management methods, improve the intelligent level of CRM system, subdivided customers effectively, and introduced adaptive management methods and products to classify the customers, dynamically tracked and managed within a certain period of time. At the same time, complete products and suitable people are equipped. Only in this way, banks can maintain old customers, attract new customers, achieve customer loyalty, enhance customer stickiness, and ultimately maximize customer value and increase bank profits. This is the key to improve customer relationship management. The purpose of this paper is to take the Head office Branch of Fudian Bank as an example, makes a concrete analysis of the development of its retail customer relationship management from the perspectives of the basic theory of customer relationship management, customer value theory, customer segmentation theory and relationship marketing theory, to point out the problems existing in the retail customerAbstract III relationship management:under-developed management concept, incomplete customer stratification, incomplete product design, lack of comprehensive personnel training, combined with theory and successful experience of other banks, to raise some targeted improvement suggestions and countermeasures. Key Words，Customer Relations；Commercial Bank; Retail banking business.目录 IV 目 录 摘要.........................................................................................................I ABSTRACT....................................................................................................II 第一章 绪论...............................................................................................1 第一节 选题背景及意义.......................................................................................1 一、选题背景.......................................................................................................................1 二、研究意义.......................................................................................................................2 第二节 研究的思路和方法...................................................................................2 一、研究思路.......................................................................................................................2 二、研究方法.......................................................................................................................3 三、论文的框架和研究重点...............................................................................................5 第二章 客户关系管理的基本内涵及理论基础......................................7 第一节 国内外研究综述.......................................................................................7 一、国外研究综述...............................................................................................................7 二、国内研究综述...............................................................................................................8 三、客户关系管理理论在银行业的运用...........................................................................9 第二节 客户关系管理相关理论综述.................................................................12 一、客户关系营销理论.....................................................................................................12 二、客户价值理论.............................................................................................................14 三、客户细分理论.............................................................................................................15 四、长尾理论.....................................................................................................................16 第三章 总行营业部零售业务及客户关系的管理现状........................19 第一节 富滇银行总行营业部概况.....................................................................19 第二节 总行营业部零售业务现状.....................................................................19 一、各类指标分析.............................................................................................................19 二、零售业务产品概况.....................................................................................................20目录 V 三、业务发展之优势.........................................................................................................21 四、业务发展之劣势.........................................................................................................22 第三节 总行营业部客户关系管理现状.............................................................22 一、客户关系营销工作开展情况.....................................................................................23 二、客户价值方面.............................................................................................................24 三、客户细分方面.............................................................................................................25 四、零售客户关系管理系统.............................................................................................26 第四章 零售客户关系管理存在的问题................................................27 第一节 客户关系管理理念落后.........................................................................27 一、竞争意识不强.............................................................................................................27 二、客户维护工作不到位.................................................................................................27 第二节 客户分层不细致.....................................................................................28 第三节 产品设计不全面.....................................................................................29 第四节 人员配备及综合型人才的缺失.............................................................30 第五章 富滇总行营业部零售客户关系管理的改进............................31 第一节 改进策略指导思想和目标.....................................................................31 第二节 基于客户价值细分指标制定.................................................................32 第三节 客户细分改进方案制定.........................................................................33 一、提高分层服务质量.....................................................................................................33 二、基于资产规模细分的客户管理.................................................................................33 三、基于特色客群的价值提升管理.................................................................................35 第四节 客户关系管理提升实施路径.................................................................36 一、建立全面的客户信息库及数据平台.........................................................................36 二、开发更多差异化的产品.............................................................................................36 三、实施多样化的营销手段.............................................................................................37 四、系统化培训方案的制定及实施.................................................................................37 第六章 富滇总行营业部零售客户关系管理的保障措施....................39 第一节 建立完整的组织架构.............................................................................39 一、完善组织架构.............................................................................................................39 二、打造专业化的理财营销团队.....................................................................................40目录 VI 第二节 完善考核激励机制.................................................................................40 第三节 升级 CRM 系统及加强电子业务渠道建设..........................................41 第七章 总结.............................................................................................42 第一节 结论.........................................................................................................42 第二节 展望.........................................................................................................42