摘要
摘要
随着我国经济市场不断开放，国内金融市场已逐渐迈入深水区，金融市场
越来越开放，来自国内外的各大金融机构争先进入金融市场争夺市场份额。当
前，我国金融行业已从乱象横生，逐渐向规模化、制度化转变，市场也逐渐呈
现出缓和增长的趋势。但是业内竞争依然激烈，特别是在我国商业银行，从粗
放式发展向精细化发展转变的背景下，很多商业银行仍处于传统的粗放发展模
式中，在市场转向上缺乏敏锐性，迫切需要升级核心竞争力，以实现对经济市
场的优先占领。
从金融市场的本质来看，各大商业银行间的竞争归根到底就是对客户的争
夺。商业银行获取市场客户为王，要在群众知识水平日益增长的今天获取优质
客户，商业银行迫切需要在产品同质化严重的今天，进一步发展客户关系。而
高效科学的商业银行客户管理系统是获取客户忠诚度、满意度的关键所在。各
大商业银行也越来越重视对自身特色化客户关系管理体系的建设，业务由之前
的传统，一对多类型转向具有良好服务体验的一对一类型。
从我国商业银行存在的整体历史来看，在长期的市场环境中，商业银行因
其独有特色，优势始终局限于“点对点”、“面对面”的服务模式，其在客户
服务方面的相关创新还有很大的进步空间。目前大数据、物联网以及云计算等
各种互联网高新技术飞速发展，对活跃于网络环境中的客户，传统商业银行单
一模式的业务创新已不能满足当前市场环境下客户的需求。
本文的研究对象定为Q行K分行，根据该行目前的客户关系管理的情况，
并且基于两个调查问卷得到的调查结果，得出Q行K分行个人客户关系管理存
在的问题及其原因。针对上述梳理出的相应问题，在分析成因的基础上考虑该
银行的实际情况，提出相应的优化和解决办法。主要包括：一、加强以客户为
中心的核心理念；二、完善以客户为中心的工作制度；三、提高员工的客户专
业及营销能力，以提升客户满意度；四、完善并加强客户信息系统的使用以实
现对客户的精准细分；五.细化产品分类，丰富产品种类。为了保证上述改进措
施可以得到稳定实施，本文还提出了相应的保障措施，比如组织与制度、人力
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摘要
资源、注重企业品牌建设等。
在文中，笔者基于Q行K分行客户关系管理的现状，对目前所面临的问题
进行深层次调查，并且基于相关问题提供了有针对性的解决策略，以达到提升Q
行K分行整体竞争力的目的。本文的研究旨在结合Q行K分行客户关系管理的
实际情况，探究问题产生的原因，并且结合Q行K分行的实际情况提供相应的
解决策略，改进客户关系管理，提高竞争力。
关键词:客户关系管理、Q银行K分行、以客户为中心
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Abstract
Abstract
With the continuous opening of China's economic market, the domestic financial
market has gradually entered the deep-water area, and the financial market is
becoming more and more open. Major financial institutions from home and abroad
scramble to enter the financial market to compete for market share. At present,
China's financial industry has changed from chaos to scale and institutionalization.
The market is also gradually showing a trend of moderate growth. However, the
competition in the industry is still fierce, especially under the background of the
transformation of China's commercial banks from extensive development to fine
development, many commercial banks are still in the traditional extensive
development mode, lack of sensitivity in the market shift, and urgently need to
upgrade their core competitiveness in order to achieve the priority occupation of the
economic market.
From the essence of financial market, the competition among major commercial
banks is the competition for customers in the final analysis. Commercial banks are
king in obtaining market customers. In order to obtain high-quality customers in
today's growing level of knowledge, commercial banks urgently need to further
develop customer relations in today's serious product homogenization. The scientific
customer management system of commercial banks in Colleges and universities is the
key to obtain customer loyalty and satisfaction. Major commercial banks also pay
more and more attention to the construction of their own characteristic customer
relationship management system. The business has changed from the previous
tradition of one-to-many type to one-to-one type with good service experience.
From the overall history of the existence of China's commercial banks, in the
long-term market environment, due to its unique characteristics, the advantages of
commercial banks have always been limited to the "point-to-point" and "face-to-face"
service mode, and there is still a lot of room for progress in the related innovation of
customer service. At present, the first mock exam of the new mode of business is that
the new technology of big data, Internet of things and cloud computing is developing
rapidly. For the customers who are active in the network environment, the traditional
business bank's single mode business innovation can no longer meet the needs of
customers in the current market environment.
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