摘要
随着目前全球经济一体化进程的加快，各个行业迅速发展，尤其是在金融行
业，行业内的竞争日趋激烈。对于我国的商业银行来说，由于我国市场开发程度
的不断提高，整体的市场经济体制的完善和成熟，使得我国商业银行在经营产品
和开展业务的过程中正面临着前所未有的激烈竞争。近些年来，一些西方发达国
家的商业银行逐渐在我国开展业务，在一些一线城市和二线城市中，外资银行开
始设立分支机构开展金融业务，使得我国的商业银行在经营和管理的过程中既要
面对国内同行业的竞争对手的竞争压力，同样还要面对外资银行的竞争，为了更
好地提高经营利润，很多的商业银行在我国的三线城市开始设立分支机构，将自
身的业务逐渐往这些地方进行渗透

总的来说，现代商业银行的竞争归根结底还是争夺客户资源，提高业务经营
利润的竞争，对于银行这种盈利性机构来说，优质的高端客户更能够为银行在激
烈的竞争中占据一席之地提供有效的保障，因此，越来越多的商业银行在发展的
过程中开始注重客户关系维护和客户关系管理工作

本文从商业银行客户关系管理出发，对目前国内外客户关系管理的相关研究
成果进行概述，通过先进的国内外研究成果，同时以九江银行宜春分行为研究的
对象，分析其客户关系管理工作的具体内容，主要通过对九江银行客户关系管理
的原理、客户的整体结构以及客户维护的具体措施，对九江银行宜春分行的客户
关系进行全面的概况和总结，直观的展示九江银行宜春分行的客户关系管理工作
的现状。同时，九江银行宜春分行在开展客户关系管理的过程中还存在一些问题，
这些问题的存在都不利于九江银行宜春分行顺利的开展金融业务，本文从九江银
行宜春分行内部管理和外部竞争的角度分析九江银行宜春分行客户关系管理工
作存在的问题，并结合国内外的研究成果，建立一套合理的客户关系管理体系，
并针对九江银行宜春分行客户关系管理工作提出自己的建议，为九江银行宜春分
行能够更好地开展客户关系管理工作，促进九江银行宜春分行各项业务的发展贡
献自己的力量

关键词：金融 ；客户关系管理 ；服务营销 ；改进方案II
Abstract
With the current global economic integration process accelerated, the rapid
development of various industries, especially in the financial industry, industry
competition is becoming increasingly fierce. For China&39;s commercial banks, due to
the continuous improvement of China&39;s market development, the overall market
economic system is perfect and mature, making China&39;s commercial banks in the
process of operating products and business is facing unprecedented fierce competition.
In recent years, some western developed countries, commercial banks gradually in our
business, in some first-tier cities and second-tier cities, foreign banks began to set up
branches to carry out financial business, making China&39;s commercial banks in the
business and management process In order to better improve the operating profit,
many commercial banks in China&39;s third-tier cities began to set up branches, will
gradually expand their own business to the same time, in order to face the competition
of foreign competitors in the same industry, These places to penetrate. This article
embarks from the commercial bank customer relationship management, both at home
and abroad at present, about customer relationship management and customer
relationship management of commercial bank briefly summarize and analyze the
related content, at the same time with the bank of Jiujiang, Yichun as research
samples, through the bank of Jiujiang, Yichun list currently customers overall
structure, customer selection mode, the branch of marketing strategy, and the content
of the customer relationship maintenance and so on, through the questionnaire survey
more intuitive to show the form of the bank of Jiujiang Yichun branch customer
relationship maintenance and the current situation of the customer relationship
management (CRM). At the same time, the current bank of Jiujiang Yichun branch in
the process of customer relationship management (CRM) analysis of existing
problems, and points out that the current bank of Jiujiang, Yichun customer
relationship management (CRM) the cause of the problem, from the perfect customer
relationship management system, innovation of customer relationship management
tools and high-quality service team construction, improve the current bank of Jiujiang,
Yichun the present situation of the customer relationship management, to improve the
bank of Jiujiang, Yichun in Yichun area overall level of customer service. Expand
customer resource advantages, so as to promote the all-round development of the
branch to carry out the business process.
In general, the competition of modern commercial banks in the final analysis is still
competing for customer resources, improve business profit competition, for the bank
this profitable organization, high-quality high-end customers more able to bank in the
fierce competition to occupy a place to provide effective Of the protection, therefore,
more and more commercial banks in the development process began to focus on
customer relationship maintenance and customer relationship management.
Based on the analysis of customer relationship management at home and abroad, this
paper summarizes the research results of customer relationship management at homeIII
and abroad, and analyzes the characteristics of customer relationship management
with the advanced domestic and foreign research results and the Yichun branch of
Jiujiang Bank Content, mainly through the Jiujiang Bank customer relationship
management principles, the overall structure of customers and customer maintenance
of specific measures, the Jiujiang Bank Yichun branch of the customer relationship to
conduct a comprehensive overview and intuitive display of Jiujiang Bank Yichun
branch customer relationship management The status quo of work. At the same time,
Jiujiang Bank Yichun Branch has some problems in the process of carrying out
customer relationship management. The existence of these problems is not conducive
to the financial business of Jiujiang Bank Yichun Branch. This paper analyzes the
internal management and external competition of Jiujiang Bank Yichun Branch
Jiujiang Bank Yichun Branch customer relationship management work problems,
combined with domestic and foreign research results, the establishment of a
reasonable customer relationship management system, and for the Jiujiang Bank
Yichun branch customer relationship management work put forward their own
recommendations for the Jiujiang Bank Yichun Branch To better carry out customer
relationship management work, to promote the Jiujiang Bank Yichun branch of the
development of their own business strength.
Key words:Financial; Customer relationship management (CRM); Service marketing;
The improved schemeIV
目录
摘要I
Abstract..........II
目录......IV
1 绪论....1
1.1 研究背景......1
1.2 研究的问题..1
1.3 研究意义......2
1.4 研究方法......2
1.5 本文的可行性分析...
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