本文先是讨论了客户关系的管理理念，然后简单的阐述了其主要的定义、意义和它如何
应用于银行行业。然后通过调查问卷深入剖析了目前Z银行S分行在个人客户管理机制和服
务举措方面的不足之处，并找到主要问题：CRM系统应用度低、个人客户关系增长缓慢、
优质客户数量不足、网点分布不合理。并对上述问题做了深入的原因分析。接着本文提出了
Z银行S分行个人客户关系的服务方案，依据Z银行S分行客户关系管理的问题，依次提出
了信息化、客户、产品、网点方案，具体是加强CRM基础信息化建设、做好客户分层维护、
优化金融产品开发流程、清晰网点定位，丰富服务渠道等方案，并提出了深化的建议。最后
提出Z银行S分行客户关系管理方案保障措施，主要从深挖客户需求、完善产品与服务的设
计，多策并举、促进客户关系成长等方面进行了阐述
关键词：商业银行；个人客户关系管理；策略
西安理工大学工商管理硕士学位论文
II
Title
：
The bank of Z
，
S customer relationship management strategy
达
research
Major
：
Business Management
Student
：
Zeng Chunyun Signature
：
Tutor
：
Prof.Jianren Wang Signature
：
Abstract
In recent years, due to the rapid progress of the world economic system, and the rapid increase
of family funds, the traditional high profit commercial banks began to enter the stage of customer
selection. A large number of commercial banks began to reform and innovation, and constantly
maintain old customers, and continue to expand customer base, optimize management, in order to be
able to occupy a favorable position in the increasingly fierce market competition. From twentieth
Century until now, commercial banks generally begin to implement customer relationship
management, because commercial banks have the strength to run customer relationship management,
the basic elements of objective conditions and related implementation. In recent years, Chinese
commercial banks continue to strengthen the importance of individual customer concept, generally
to promote the concept of customer centered, to promote the stable development of the
relationship with the customer, can respond to the market on bank competition, continue to be the
customer management system was improved, in order to create value.
This paper first discusses the concept of customer relationship management, and then briefly
describes the main definition, meaning and how it applies to the banking industry. Then through the
questionnaire and in-depth analysis of the current Z bank S branch in personal customer
management system and service measures deficiencies, and find the main problems: the application
of CRM system is low, slow growth, personal customer relationship quality customer shortage,
unreasonable distribution network. The reasons for these problems are analyzed. Then the paper
proposes a service scheme of Z bank S branch individual customer relationship, customer
relationship management based on Z bank S branch, followed by proposed information, customers,
products, network solutions, in particular to strengthen CRM based information construction,
customer maintenance, hierarchical optimization of the financial product development process, clear
location, rich service channel scheme, and puts forward some suggestions to deepen. Finally, the
paper puts forward the Z bank S branch customer relationship management program security
measures, mainly from the depth of customer needs, improve the design of products and services,
multi strategy, promote the growth of customer relations and other aspects
.
Key words
： Commercial Bank； customer relationship management； strategy
目录
I
目录绪论
..1
1.1课题背景...........1
1.2国内外研究动态...........1
1.2.1国外研究现状........1
1.2.2国内研究现状........2
1.3研究内容与研究方法...3
1.3.1研究内容....3
1.3.2研究方法....4
1.4论文思路与框架...........4客户关系管理的相关理论综述
......6
2.1客户关系管理的理论...6
2.1.1客户满意度理论....6
2.1.2客户忠诚度理论....8
2.1.3客户关系生命周期理论....9
2.1.4客户关系管理目标理论....9
2.2商业银行客户关系管理的运作模式.10
2.3商业银行客户关系管理的实施内容.12
3 Z
银行
S
分行客户关系管理现状3.1 Z银行S分行简介......14
3.2 Z银行S分行客户关系管理现状......14
3.3 Z银行S分行客户关系管理现状问题调查..15
3.3.1调查目的..15
3.3.2调查数据收集分析..........15
3.4 Z银行S分行客户关系管理存在的问题......18
3.4.1 CRM系统应用度低........18
3.4.2客户关系成长缓慢..........19
3.4.3优质客户占比低..20
3.4.4 网点渠道不合理.22
3.5 Z银行S分行客户关系管理存在问题原因分析......24
3.5.1 CRM系统基础功能缺失24
3.5.2产品缺乏核心竞争力......24
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