崇仁农商银行 LP支行客户关系管理优化研究
摘要
近年来随着城镇化的推进，智能手机的普及，互联网的快速渗透到人民生活的方方
面面，以及互联网为依托而生成的金融产品，这些变化导致传统的物理银行已经不能满
足人民的需要。虽然商业银行拥有的传统资源和竞争优势已不复存在，但是有效且完整
的客户信息和良好的客户关系管理是难以被互联网金融复制的。因此，物理网点特别是
乡镇网点要以客户的需求为导向，为不同年龄阶段的，不同资产的，不同文化背景的客
户提供个性化，针对性和差异化的服务，保持并提升客户的忠诚度和贡献度，实现客户
和银行互利共赢的局面。
本文运用客户关系管理中客户生命周期，关系营销，客户价值以及客户细分理念对
现有数据的整理与分析，从而得出了崇仁农商银行 LP支行客户流失的原因，从而改变
崇仁农商银行的经营观念，提高客户经营管理水平。同时根据分析结果，对崇仁农商银
行 LP支行客户关系管理从客户信息采集，管理，维护等多个方面进行优化。通过对崇
仁农商银行客户关系管理的优化，将更加完善客户资源的配置从而增加优质客户的数量，
减少客户的流失和不必要资源消耗，提升客户的黏性，增加客户的忠诚度和归属感。本
文的研究将有助于崇仁农商银行 LP支行客户关系管理的改善，为崇仁农商银行客户管
理工作提供了理论指导意义，同时也为服务以农村为市场的其他金融机构提供相关的理
论与借鉴。
关键词：客户关系管理；崇仁农商银行 LP支行；优化
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Abstract
Abstract
In recent years, with the advancement of urbanization, the popularization of smart
phones, the rapid penetration of the Internet into all aspects of people's lives, and the financial
products generated by the Internet, these changes have caused traditional physical banks to no
longer meet the needs of the people. Although the traditional resources and competitive
advantages of commercial banks no longer exist, effective and complete customer information
and good customer relationship management are difficult to replicate by Internet finance.
Therefore, physical outlets especially township outlets should be oriented toward customer
needs, and provide personalized, targeted and differentiated services for customers of different
ages, assets, and cultural backgrounds to maintain and enhance customer loyalty and
contribution to achieve mutual benefit and win-win situation for customers and banks.
This article uses customer life cycle, relationship marketing, customer value and
customer segmentation concepts in customer relationship management to organize and
analyze the existing data, and then draws out the reasons for the loss of customers of
Chongren Rural Commercial Bank LP branch, thereby changing Chongren Rural Commercial
Bank to improve the management level of customers. At the same time, based on the analysis
results, the customer relationship management of Chongren Rural Commercial Bank LP
branch was optimized from customer information collection, management, and maintenance.
Through the optimization of Chongren Rural Commercial Bank's customer relationship
management, the allocation of customer resources will be improved to increase the number of
high-quality customers, reduce customer loss and unnecessary resource consumption, increase
customer stickiness, and increase customer loyalty and sense of belonging. The research in
this article will help to improve the customer relationship management of Chongren Rural
Commercial Bank LP branch, and provide theoretical guidance for the customer management
of Chongren Rural Commercial Bank. At the same time, it will also provide relevant theories
and related theories for other financial institutions that serve the rural market.
Key Words: customer relationship management; Chongren Rural Commercial Bank LP
branch; optimizat
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崇仁农商银行 LP支行客户关系管理优化研究
目录
1绪论...............................................................................................................................1
1.1选题的背景和意义............................................................................................1
1.1.1选题的背景.............................................................................................1
1.1.2选题的意义.............................................................................................1
1.2国内外研究现状................................................................................................2
1.2.1国外研究现状.........................................................................................2
1.2.2国内研究现状.........................................................................................3
1.3研究的方法和内容............................................................................................3
1.3.1研究内容.................................................................................................3
1.3.2主要研究方法.........................................................................................4
2客户关系管理理论基础...............................................................................................5
2.1客户关系管理理论概念....................................................................................5
2.2客户关系管理的基本理论................................................................................6
2.2.1客户周期理论.........................................................................................6
2.2.2客户价值理论.........................................................................................7
2.2.3客户细分理论.........................................................................................8
2.2.4关系营销理论.........................................................................................8
3崇仁农商银行 LP支行客户关系管理现状分析........................................................9
3.1崇仁农商银行 LP支行简介.............................................................................9
3.1.1崇仁县简介.............................................................................................9
3.1.2崇仁农商银行 LP支行产品简介........................................................11
3.2崇仁农商银行 LP支行客户规模与结构分析...............................................13
3.3崇仁农商银行 LP支行客户关系管理运行现状...........................................14
3.3.1 LP支行客户管理职能体系与管理机制.............................................14
3.3.2崇仁农商银行 CRM系统运行现状....................................................15
4崇仁农商银行 LP支行客户关系管理存在问题及原因分析..................................16
4.1崇仁农商银行 LP支行客户关系管理存在问题...........................................16
4.1.1客户基本情况了解不足.......................................................................16
4.1.2客户分类细分不清晰...........................................................................16
4.1.3客户维护管理分工不明.......................................................................17
4.1.4员工客户营销手段有限.......................................................................18
4.1.5客户管理工作创新不足.......................................................................19
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