随着中国宏观经济进入新常态和新零售时代的不断发展，客户的金融需求也 在不断发生变化。各家商业银行都在积极寻求发展新路径，“客户体验”被视为 新零售发展过程中的核心竞争力。先进的零售银行纷纷将注意力投向对客户关系 的管理当中。中信银行作为全国性商业银行之一，必须重新审视市场环境、客户 需求和自身发展，全力布局“大零售”的发展战略。但是，中信银行兰州分行在 实际的客户关系管理过程当中，遇到了如何提升客户满意度问题。如何解决这个 问题显得至关重要。 论文围绕上述问题，分为七章。第一章为前言；第二章借助文献分析法对客 户关系管理及客户满意度等核心理论进行综述，构成论文的理论基石；第三章通 过对中信银行整体情况、零售业务和个人客户关系管理现状等方面的描述，论证 了中信银行个人客户关心管理优化的紧迫性和必要性；第四章运用小组访谈法和 问卷调查法，收集客户的满意度影响因素，并通过层次分析法得到了影响客户满 意度因素的权重；第五章基于调查问卷得出的结论，提出优化策略；第六章提出 优化策略的实施难点和保障方法；第七章是研究结论与研究展望。 借助对先进银行零售业务的分析与学习，论文提出了中信银行兰州分行个人 客户关系管理优化策略，即产品策略和服务策略，并从产品创新、营销方案设计、 营销活动组织三方面为策略的实施提供保障。论文的研究基于中信银行发展的困 境和现实问题，并以客户满意的视角和理论为基础，指导探寻可行而科学的解决 办法与实现路径。 论文提出的中信银行兰州分行个人客户关系管理优化策略对中信银行零完 善管理体系，提高管理水平提供重要的指引。此外，论文的研究成果将为同类银 行个人客户关系管理的提升提供应用指导借鉴。 关键词：商业银行，个人客户，客户关系管理 ，客户满意度，策略II RESEARCH ON PERSONALCUSTOMER RELATIONSHIP MANAGEMENT STRATEGY OF CHINA INTERNATIONALTRUSTAND INVESTMENT CORPORATION BANK LANZHOU BRANCH BASED ON SATISFACTION SURVEY Abstract With the sustained development of Chinese macro economy and retail industry, the financial demands of customers are constantly changing. Commercial banks are actively looking for a new way to accelerate development. Customer experience is regarded as the core competitiveness of new retail era. Advanced commercial banks have focused on customer relationship management. As one of the national commercial banks, CITIC Bank has to re-survey the environment of the market, customer demands and self-development, and make every effort to lay out the development strategy of great retail. However, in the current situation of customer relationship management, CITIC Bank Lanzhou Branch encounters problems of products and services. It is extremely important to solve these problems. The paper is divided into seven chapters according to the above problems. The first chapter is a comprehensive introduction. The second chapter summarizes the core theories of customer relationship management and customer satisfaction with the help of literature analysis, which forms the theoretical foundation of the paper. Chapter three demonstrates the urgency and necessity of optimizing the personal customer relationship management of CITIC Bank by describing the overall situation, retail business and the personal customer relationship management. Chapter four collects the influencing factors of customer satisfaction by using focus interview and questionnaire survey, and obtains the weight of these factors by analytic hierarchy process. Chapter five puts forward the optimization strategy based on the conclusion of the questionnaire. Chapter six shows the implementation difficulties and guarantee methods of optimizing strategy; Chapter seven is the research conclusions and prospects.III This paper summarized the optimizing strategy of customer relationship management from the perspective of products and services with the help of the analysis and study of advanced bank’s retail business. It also provides supporting measures from product innovation, marketing plan design and marketing activities organization. The research based on the dilemma and practical problems of CITIC Bank. It is a guidance to explore feasible and scientific solutions and paths which based on the customer satisfaction perspective and theory. This will certainly provide an important guideline for the transformation of retail business and the development of personal customer relationship management of CITIC Bank. In addition, the research will provide reference for similar commercial banks. Key words: Commercial Bank, Personal Customer, Customer Relationship Management, Customer Satisfaction,StrategyIV 目 录 中文摘要......................................................................................................I Abstract......................................................................................................II 目 录..........................................................................................................IV 第一章 前言..............................................................................................1 1.1 研究背景和意义.............................................................................................1 1.1.1 研究背景................................................................................................. 1 1.1.2 研究主题及研究意义............................................................................. 1 1.2 研究内容与研究方法.....................................................................................2 1.2.1 研究内容................................................................................................. 2 1.2.2 研究方法与思路..................................................................................... 2 第二章 商业银行客户关系管理与客户满意的理论综述.................... 4 2.1 客户关系管理理论.........................................................................................4 2.1.1 CRM 的涵义.............................................................................................. 4 2.1.2 CRM 的内涵.............................................................................................. 4 2.1.3 国内外相关研究..................................................................................... 5 2.2 客户满意度理论.............................................................................................8 2.2.1 客户满意的内涵..................................................................................... 8 2.2.2 客户满意度评价方法........................................................................... 10 2.2.3 客户满意度的影响因素....................................................................... 10 第三章 中信银行兰州分行个人客户关系管理现状...........................12 3.1 企业简介.......................................................................................................12 3.1.1 中信银行总行简介............................................................................... 12 3.1.2 中信银行兰州分行简介....................................................................... 12 3.2 零售业务的发展现状...................................................................................14 3.2.1 中信银行总行零售业务发展现状....................................................... 14V 3.2.2 中信银行兰州分行零售业务发展现状............................................... 14 3.3.3 新增客户分析....................................................................................... 18 3.3 个人客户关系管理发展现状.......................................................................19 3.3.1 个人客户关系管理战略....................................................................... 19 3.3.2 个人客户关系管理系统....................................................................... 20 第四章 中信银行兰州分行个人客户满意度的调查与分析.............. 23 4.1 个人客户满意度调查的访谈.......................................................................23 4.1.1 访谈的设计与实施............................................................................... 23 4.1.2 访谈文本的分析与结论....................................................................... 24 4.2 个人客户满意影响因素权重设定...............................................................28 4.3 个人客户满意度的调查与分析...................................................................32 4.3.1 问卷调查的设计与实施....................................................................... 32 4.3.2 问卷数据的分析与结论....................................................................... 33 4.4 个人客户关系管理的问题...........................................................................36 4.4.1 产品问题............................................................................................... 37 4.4.2 服务问题............................................................................................... 39 第五章 中信银行兰州分行个人客户关系管理优化策略.................... 43 5.1 产品优化.......................................................................................................43 5.1.1 理财运作独立化................................................................................... 43 5.1.2 理财产品净值化................................................................................... 44 5.1.3 理财产品多样化................................................................................... 44 5.2 服务优化.......................................................................................................45 5.2.1 理财销售规范化................................................................................... 45 5.2.2 服务精细化........................................................................................... 46 5.2.3 服务深入化，成为有温度的银行....................................................... 46 第六章 个人客户关系管理优化策略的实施和保障.............................48 6.1 实施难点.......................................................................................................48VI 6.1.1 产品创新难........................................................................................... 48 6.1.2 营销方案推动难................................................................................... 48 6.1.3 营销活动组织难................................................................................... 48 6.2 保障策略.......................................................................................................48 6.2.1 简政放权............................................................................................... 48 6.2.2 合理确定目标，优化考核体系........................................................... 49 6.2.3 细分客户，抓热点，打痛点............................................................... 49 第七章 结论与展望...............................................................................50 7.1 研究结论.......................................................................................................50 7.2 研究展望.......................................................................................................50