互联网金融在最近几年持续保持着较快的发展趋势，跨界竞争加剧， 同时利率市场化改革不断加深，银行同质化加剧对银行经营所造成的影 响也日益 加重，商业银行为获得市场竞争优势需要克服的困难越来越多。 在这样的市场变动下商业银行需要通过大力发展零售业务来拓宽自身 的利润获取渠道。在发展模式以及经营策略 上，更多的商业银行倾向于 创造客户效益而非传统的规模效益。如何有效地获取客户资源、增强客 户粘性，建立起持久盈利的个人客户关系成为商业银行在激烈的市场竞 争环境 中必须要面对的问题。 本文基于建行X分行的基本情况，对个人客户关系管理外部环境变 化和面临的机会与挑战进行分析，并通过发放调查问卷、调阅系统数据 等方式分析了建 行X分行个人客户关系管理存在的问题。基于建行X分 行个人客户关系管理中存在的不能及时响应客户需求、客户营销能力不 足、高端客户维护能力不足、大量长尾客户流失等问 题，提出了对零售 业务发展及人才培养的重视不够、系统应用工具存在不足、客户关系管 理制度不完善是造成以上问题的重要原因。本文联系客户关系管理的相 关理论，并借鉴 国内外其他商业银行在个人客户关系管理方面的创新与 实践，提出建行X分行个人客户关系管理的优化目标、原则以及大力推 进零售优先战略，提高数字化经营能力、借力金融科 技，加强工具应用、 增强客户服务体验，提升客户满意度等优化策略。针对优化目标及策略， 提出了人才、信息技术和制度三个方面的保障措施。 本文提出的解决方案对于建行 X分行具有较强的指导性和操作性， 可以帮助其个人客户关系管理水平的进一步提高，同时也可以为其他商 业银行在加强个人客户关系管理时提供借鉴和启示。 关键词：商业银 行；客户关系管理；客户服务 II Abstract In recent years, Internet finance has maintained a rapid development trend, and cross-border competition has intensified. At the same time, the reform of interest rate marketization has been deepened, and the impact of increasing homogenization of banks on bank operation has also been increasing. Commercial banks need to overcome more and more difficulties in order to gain market competitive advantage. Under such market changes, commercial banks need to expand their own profit access channels by vigorously developing retail business. In terms of development mode and business strategy, more commercial banks tend to create customer benefits rather than traditional scale benefits. How to effectively obtain customer resources, enhance customer stickiness, and establish a long-term profitable personal customer relationship has become a problem that commercial banks must face in the fierce market competition environment. Based on the basic situation of X branch of China Construction Bank, this paper analyzes the changes of external environment, opportunities and challenges of personal customer relationship management, and analyzes the existing problems of personal customer relationship management of X branch of China Construction Bank by means of issuing questionnaires and reviewing system data. Based on the problems existing in the personal customer relationship management of X branch of China Construction Bank, such as the failure to respond to customer demand in time, the lack of customer marketing ability, the lack of high-end customer maintenance ability, the loss of a large number of long tail customers, this paper analyzes the problems, and puts forward that the insufficient attention to the development of retail business and personnel training, the lack of system application tools and the imperfect customer relationship management system are the causes important reasons for the above problems. Based on the above problems, this paper puts forward the optimization objectives and principles of X branch's personal customer relationship management, vigorously promotes the retail priority strategy, improves the digital operation ability, borrows financial technology, strengthens the application III of tools, and strengthens customers by combining the relevant theories of customer relationship management and drawing lessons from the innovation and practice of other domestic and foreign commercial banks in personal customer relationship management service experience, improve customer satisfaction and other optimization strategies. In view of the optimization objectives and strategies, the paper puts forward three guarantee measures: talents, information technology and system. The solution proposed in this paper has strong guidance and operability for X branch of CCB, which can help its personal customer relationship management level to further improve, and also provide reference and inspiration for other banks in strengthening personal customer relationship management. Key words: commercial banks; customer relationship management; customer service IV 目 录 第1章 绪论......................................................... 1 1.1 研究背景与研究意 义......................................................................................... 1 1.1.1 研究背 景...................................................................................................... 1 1.1.2 研究意 义...................................................................................................... 2 1.2 国内外研究综 述................................................................................................. 3 1.2.1 国外研究综 述.............................................................................................. 3 1.2.2 国内研究综 述.............................................................................................. 4 1.2.3 研究述 评...................................................................................................... 6 1.3 研究思路与研究内 容..................................................................................... 6 1.4 研究方 法............................................................................................................. 7 第2章 客户关系管理理论基 础......................................... 8 2.1 客户关系管理的相关理论................................................................................. 8 2.1.1 关系营销理论.............................................................................................. 8 2.1.2 客户价值理 论.............................................................................................. 8 2.1.3 客户生命周期理 论...................................................................................... 9 2.1.4 长尾理 论.................................................................................................... 10 2.2 商业银行客户关系管理的内涵及特 征........................................................... 11 2.2.1 商业银行客户关系管理的内 涵................................................................ 11 2.2.2 商业银行客户关系管理的特 征................................................................ 13 2.3 客户关系管理的流 程....................................................................................... 13 第3章 建行X分行个人客户关系管理现状及存在的问 题.................. 16 3.1 建行X分行个人客户关系管理的现状 .......................................................... 16 3.1.1 建行X分行简介 ....................................................................................... 16 3.1.2 建行X分行个人客户关系管理的基本情况 ........................................... 16 3.1.3 现阶段个人客户关系管理与考核措施.................................................... 19 3.2 建行X分行个 人客户关系管理外部环境分析 .............................................. 24 3.2.1 建行X分行个人客户关系管理外部环境的变化 ................................... 24 3.2.2 建行X分行个人客户关系管理面临的机会与挑战 ............................... 24 3.3 建行X分行个人客户关系管理问卷调 查 ...................................................... 25 3.3.1 问卷调查目的及内容设 计........................................................................ 25 V 3.3.2 数据整 理.................................................................................................... 26 3.4 建行X分行个人客户关系管理存在的问题 ..........................................