随着市场经济的发展，商业银行之间的竞争压力越来越大。对于想要在激烈的市场竞争中 占得一地之席的银行来说，获取客户的能力和客户关系管理 能力是关键因素。要想留住客户并 维护好客户、避免客户流失，公司就应该采取积极的客户关系管理策略。越来越多的银行意识 到：客户关系管理方案规划地好，就能改善银行 和客户的关系，从而在实现客户价值最大化， 对银行的可持续发展提供强大支撑。因此，从战略角度上对客户关系管理进行研究，对于商业 银行有着重要的积极作用。 近年来， 由于民营银行、外资银行的进入，国有商业银行面临更为严峻的竞争环境，因此， 客户关系管理对于国有商业银行具有更为重要的意义。作为一家大型国有商业银行的分支机构， 连云港分行在发展的同时也积聚了许多客户关系管理方面的问题，在面对当今竞争环境时，更 需要优化自身的客户关系管理方案。论文以建行连云港分行为例，基于客户关系管理 的相关理 论对其进行了较为认真的研究。首先对该行的客户管理现状进行了调研，找出客户管理方面存 在的问题并进行原因分析。然后分别从组织结构、业务流程、产品、人员 四个方面进行了探讨， 进而设计了客户关系管理的优化方案。本文研究对相关领域和企业，既有理论方面的意义也有 较强的实践指导意义。 关键词：商业银行，客户关系管理， 客户价值，优化方案 建行连云港分行客户关系管理研究 II ABSTRACT With the development of market economy, the competition pressure between commercial banks is increasing. The ability to acquire customers and the ability to manage customer relationships are key factors for banks that want to gain a place in the fierce market competition. In order to retain and maintain customers and avoid customer churn, the company should adopt an active customer relationship management strategy. More and more banks realize that good CRM planning can improve the relationship between banks and customers, thus maximizing customer value and providing strong support for the sustainable development of banks. Therefore, the study of CRM from the strategic point of view has an important positive role for commercial banks. In recent years, due to the entry of private banks and foreign banks, state-owned commercial banks are facing more severe competition environment. Therefore, customer relationship management for state-owned commercial banks has more important significance. As a branch of a large state-owned commercial bank, Lianyungang Branch has accumulated many problems in customer relationship management during its development. In the face of today's competitive environment, it needs to optimize its own customer relationship management program. Taking Lianyungang Branch of CCB as an example, this paper makes a more serious study based on the theory of customer relationship management. Firstly, this paper investigates the current situation of the bank's customer management, finds out the problems in customer management and analyzes the reasons. Then it discusses the organization structure, business process, product and personnel, and then designs the optimization scheme of CRM. This study has both theoretical and practical significance for related fields and enterprises. Key Words: Commercial bank，Customer Relationship Management，Customer Value，Optimization Solutions 南京航空航天大学硕士学位 论文 III 目 录 第一章 绪论 .......................................................................................................................................... 1 1.1 研究背景 ................................................................................................................................. 1 1.2 研究目的和意 义...................................................................................................................... 1 1.2.1研究目 的........................................................................................................................ 1 1.2.2研究意 义........................................................................................................................ 2 1.3国内外研究现 状....................................................................................................................... 2 1.3.1国外研究现状 ................................................................................................................ 2 1.3.2国内研究现状 ................................................................................................................ 4 1.4论文的研究框架与研究方法 ................................................................................................... 5 1.4.1研究框 架........................................................................................................................ 5 1.4.2研究方 法........................................................................................................................ 5 第二章 客户关系管理理论概述 ........................................................................................................... 7 2.1客户关系管 理........................................................................................................................... 7 2.1.1客户关系管理的概念界定 ............................................................................................ 7 2.1.2客户关系管理的内涵 .................................................................................................... 8 2.2客户价值 ................................................................................................................................ 10 2.2.1客户价值的界定-客户 让渡价值 ................................................................................ 10 2.2.2客户关系价值 .............................................................................................................. 11 2.2.3客户价值分类 .............................................................................................................. 11 2.2.4客户终身价值 .............................................................................................................. 12 2.2.5客户生命周期 .............................................................................................................. 12 2.3关系营销 ................................................................................................................................ 13 2.4客户满意度和忠诚度 ............................................................................................................. 13 2.4.1客户满意度 .................................................................................................................. 13 2.4.2客户忠诚度 .................................................................................................................. 14 第三章 建行连云港分行客户关系管理现状分 析 ............................................................................. 16 3.1 建行连云港分行概况 ............................................................................................................ 16 3.1.1建行连云港分行的发展概况 ...................................................................................... 16 3.1.2建行连云港分行的组织体系及网点分布 .................................................................. 17 3.1.3建行连云港分行近年经营情况 .................................................................................. 19 3.2 建行连云港分行实施客户关系管理的现状 ........................................................................ 19 3.2.1建行连云港分行客户关系管理的基本建设情况 ...................................................... 19 3.2.2建行连云港分行客户关系管理的IT系统建设情况 ................................................ 22 3.2.3建行连云港分行客户关系管理系统整体运行情况 .................................................. 23 3.3建行连云港分行客户关系管理必要性分析 ......................................................................... 24 第四章 建行连云港分行客户关系管理存在问题及原因分析 ......................................................... 26 4.1建行连云港分行的经营环境分析 ............................................................