随着经济全球化进程不断发展，国内金融市场也持续向世界深化开放，国外金融巨 头纷纷涌入中国，国内股份制银行、城商行、信用社、民营银行等金融机构遍地开花， 在信息技术的推动下，互联网金融异军突起，发展势头迅猛，在多重因素交织下，银行 也竞争更加激烈。究其根本，各商业银行竞争目标就在于争夺客户，客户是商业银行持 续发展的根基。 本论文立足于农业银行XC支行实际，根据国内外关于客户关系管理研究的最新理 论和成果，认真分析了农业银行XC支行客户关系管理及客户关系管理系统应用和建设 情况。为进一步探究农业银行XC支行客户关系管理，论文分别从员工层面和客户层面 科学合理设计了员工调查问卷和客户调查问卷，实施问卷调查，认真整理回收的问卷， 对问卷结果进行了系统分析。在问卷调查的基础上，结合笔者自己长期在商业银行工作 的实践和思考，运用所学的管理知识，理论与实践相结合，探究农业银行XC支行客户 关系管理的特点及现状，指出农业银行XC支行客户关系管理存在的问题和面临的挑战， 提出XC支行优化客户关系管理的对策建议和保障措施，努力构建完善的客户关系管理 体系。最后，总结得出本文的研究结论，并对未来研究方向和关注重点进行展望。 本文针对农业银行XC支行提出的客户关系管理优化策略和保障措施，希望对农业 银行XC支行的客户关系管理工作体现出现实应用价值，也希望能够对其他地区的农行 分支机构或同业机构提供参考价值和借鉴意义。 关 键 词：商业银行；客户关系管理；优化；对策 研究类型：专题研究 Subject： Optimization of Customer Relationship Management of XC Branch of Agricultural Bank of China Specialty: Master of Business Administration Name : Zhao Wenchao (Sinature) Instructor: Li Penglin (Sinatuer) ABSTRACT With the continuous development of economic globalization, the domestic financial market has also continued to deepen its opening to the world. Foreign financial giants have poured into China. Domestic joint-stock banks, city commercial banks, credit cooperatives, private banks and other financial institutions have also blossomed everywhere. Under the impetus of information technology, Internet finance is also a new force. The momentum is swift and violent, and banks are also more competitive under the interweaving of multiple factors. Fundamentally, the competition goal of commercial banks is to compete for customers. Customers are the foundation of the sustainable development of commercial banks. Based on the actual situation of XC branch of Agricultural Bank of China, this paper analyzes the application and construction of CRM and CRM system of XC branch of Agricultural Bank of China according to the latest theories and achievements of CRM research at home and abroad. In order to further explore the customer relationship management of XC branch of Agricultural Bank of China, this paper designs the employee questionnaire and customer questionnaire scientifically and reasonably from the employee level and the customer level respectively, and carries out the questionnaire survey together with the implementation of the questionnaire, carefully collates the questionnaires and makes a systematic analysis of the results of the questionnaire. On the basis of questionnaire survey, combined with the author's long-term practice and thinking in commercial bank, using the management knowledge learned, combining theory with practice, this paper probes into the characteristics and current situation of customer relationship management of XC branch of Agricultural Bank of China, and points out the problems and challenges faced by XC branch of Agricultural Bank of China. Put forward XC branch optimization of customer relationship management countermeasures and safeguards, and strive to build a sound customer relationship management system. Finally, the conclusions of this study are summarized, and future research directions and key points are prospected. This paper aims at the optimization scheme and safeguard measures of CRM put forward by the XC branch of Agricultural Bank of China, hoping to embody the practical application value for the CRM of XC branch of Agricultural Bank of China, and also hope to provide reference value and significance for other branches or interbank institutions of Agricultural Bank of China. Key words: Commercial Banks; Customer Relationship Management; Optimization; Countermeasures Thesis: Thematic Study 目录 I 目录 1 绪论 ........................................................................................................................................................... 1 1.1 研究背景与意义 ............................................................................................................................ 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 ............................................................................................................................ 4 1.2.1国外研究综述 .......................................................................................................................... 4 1.2.2国内研究综述 .......................................................................................................................... 6 1.2.3国内外研究评述 ...................................................................................................................... 7 1.3研究内容与方法.............................................................................................................................. 8 1.3.1研究内容 ................................................................................................................................... 8 1.3.2研究方法 ................................................................................................................................... 9 1.4研究思路 ........................................................................................................................................... 9 2 客户关系管理发展及相关理论 ....................................................................................................... 11 2.1客户关系管理发展 ....................................................................................................................... 11 2.2客户关系管理相关理论 ............................................................................................................. 12 3 农业银行XC支行客户关系管理现状分析 ................................................................................ 15 3.1农业银行XC支行概况 ............................................................................................................. 15 3.2农业银行XC支行客户关系管理基本情况 ......................................................................... 16 3.2.1客户总体情况 ....................................................................................................................... 16 3.2.2个人客户基本情况 .............................................................................................................. 16 3.2.3对公客户基本情况 .............................................................................................................. 17 3.2.4客户关系管理系统应用及建设情况 .............................................................................. 18 3.2.5农业银行XC支行客户关系管理现状 .......................................................................... 19 3.3农业银行XC支行客户关系管理SWOT分析 ................................................................... 20 3.3.1内部优势（S） ..................................................................................................................... 20 3.3.2内部劣势（W） ................................................................................................................... 21 3.3.3外部机会（O） .................................................................................................................... 21 3.3.4外部威胁（T） .............................................................................................