摘要
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摘要
随着国内银行业竞争不断加剧，以及互联网金融、大数据等带来的金融混业经营
等挑战，农商行的生存环境和竞争日趋严峻，传统的竞争手段与方式已经无法满足农
商行的发展需求。当前，银行业已从产品及服务的竞争转向客户资源的开发、利用，
客户成为至关重要的商业资源，银行业也越来越重视以客户为导向的发展战略

SRCU 农商行作为 S 省营业网点和从业人员最多、服务范围最广、资金规模最大
的综合性、多功能地方金融机构，坚持“稳健经营、稳步发展”的经营理念和建设“地
方性、社区性的股份合作制零售银行”的发展方向，不断向一流金融机构迈进，然而
在近几年的发展中出现了发展困境，本文从客户关系管理的角度加以分析，希望通过
完善 SRCU 农商行的客户关系管理，来解决农商行目前的发展困境

本文对 SRCU 农商行客户关系管理的现状通过问卷调查分析研究，发现 SRCU
农商行客户信息掌握有限，缺乏深层次了解；客户细分程度不足，缺乏差异化服务；电
子化开发应用程度低，CRM 系统不够完善；产品服务缺乏吸引力，客户流失率较高；
考核激励制度不完善，客户后续服务不到位等问题，本文从认识态度、现代化客户关
系管理建设、综合性人才和服务营销策略对其展开原因分析，根据客户中心原则、战
略管理原则、差异化原则和循环渐进的原则，确立了 SRCU 农商行实施客户关系管理
优化的目标是：提高识别客户、分析客户的能力；为各层面提供高协作、高效率的工
作平台；为决策者提供有效支持。进而确立 SRCU 农商行客户关系管理的优化方案是：
确保客户需求为导向，转变服务理念；加强产品服务的创新，形成差异化服务；升级
电子化产品服务，完善 CRM 系统；加大综合性人才培养，实施培训指导；优化考核
激励机制，保障后续服务。对 SRCU 农商行客户关系管理的优化实施，从客户信息管
理、客户分级与管理、客户营销管理、客户服务管理和客户保持与流失管理六个方面
来阐述，并辅以必要的保障措施

关键词：客户关系管理；客户中心；差异化；山东理工大学硕士学位论文 ABSTRACT
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ABSTRACT
With the domestic banking industry competition continues to intensify, as well as
Internet finance, large data and other financial mixed operation and other challenges, the
survival of rural commercial bank and the increasingly fierce competition, the traditional
means of competition and the way has been unable to meet the development needs of rural
commercial bank The At present, the banking industry has shifted from the competition of
products and services to the development and utilization of customer resources, and
customers have become the most important commercial resources. The banking industry
has also paid more and more attention to customer-oriented development strategy.
SRCU rural commercial bank as S provinces business outlets and practitioners up to
the most extensive range of services, the largest scale of the comprehensive,
multi-functional local financial institutions, adhere to the sound operation, steady
development business philosophy and the construction of local, community The
development of retail banking in the stock cooperative system, and constantly to the
first-class financial institutions, but in recent years the development of the emergence of
the dilemma, this paper from the perspective of customer relationship management to
analyze, hope that through the improvement of SRCU rural commercial bank customer
relationship Management, to solve the current difficulties of rural commercial bank.
This paper analyzes the current situation of customer relationship management of
SRCU Rural Commercial Bank through questionnaire survey and found that SRCU rural
commercial bank has limited customer information, lack of deep understanding, lack of
customer segmentation, lack of differentiated services, low development of electronic
development, CRM system is not perfect. This paper from the understanding of attitude,
modern customer relationship management and construction, comprehensive talent and
service marketing strategy to start their own, the customer service is not perfect, the
customer service is not attractive, the customer churn rate is higher; the incentive system is
not perfect, the customer follow-up service is not in place and so on. According to the
principle of customer center, strategic management principle, principle of differentiation
and the principle of recycling, SRCU rural commercial bank established the objective of
customer relationship management optimization: to improve the ability to identify
customers and analyze customers; to provide high cooperation for all levels , Efficient
work platform; to provide effective support for decision makers. And then establish the
SRCU rural commercial bank customer relationship management optimization program is:山东理工大学硕士学位论文 ABSTRACT
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to ensure that customer demand-oriented, change the service concept; to strengthen product
and service innovation, the formation of differentiated services; upgrade electronic
products and services, improve the CRM system; increase comprehensive training , The
implementation of training guidance; optimize the incentive mechanism to assess the
follow-up services. The optimization and implementation of customer relationship
management of SRCU Rural Commercial Bank is described from six aspects: customer
information management, customer rating and management, customer marketing
management, customer service management and customer retention and loss management,
supplemented by the necessary safeguard measures.
Key words: Customer Relationship Management; Customer Center; Differentiation;山东理工大学硕士学位论文目录
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目录
摘要 I
ABSTRACT......II
目录..........IV
第一章绪论........1
1.1研究背景和意义..........1
1.1.1研究背景1
1.1.2研究意义.1
1.2国内外研究综述..........2
1.2.1国外研究综述....2
1.2.2国内研究综述....3
1.3研究内容和方法..........5
1.3.1研究内容5
1.3.2研究方法.5
1.4技术路线...........6
第二章客户关系管理的理论研究....8
2.1客户关系管理的基本内涵和主要内容...........8
2.1.1客户关系管理的概念与内涵.........
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