EMBA学位论文
作者：杨涛
民生银行西安分行商贷通业务客户关系管理策略优化研究
民生银行西安分行商贷通业务客户关系管理策略优化研究
中文摘要
随着我国经济发展方式的转变，中小企业已成为地域经济发展的中坚力
量，在稳增长、促就业方面起着举足轻重的作用。面对激烈的竞争环境，中小
企业融资难成为制约其快速发展的瓶颈，越来越多的商业银行认识到中小企业
是助推经济发展的重要力量，更是商业银行自身发展的大力支持者。在民生银
行西安分行与本地中小企业的业务往来中，商贷通业务客户经理了解到了中小
企业的苦衷，为了有效解决其融资难的问题，民生银行西安分行向中小企业率
先推出了具有特色的商贷通业务。大力支持中小企业发展，民生银行西安分行
在推行商贷通业务的过程中逐步认识到商贷通业务客户关系管理的重要性。
本文系统运用经济学、管理学等知识，在对相关文献梳理的基础上，以民
生银行西安分行商贷通业务客户关系管理策略为研究对象，对民生银行西安分
行商贷通业务概况、商贷通业务客户关系管理现状进行深入研究，通过问卷调
查与现场访谈相结合的方式，获得了民生银行西安分行商贷通业务客户关系管
理现状的一手资料。通过分析研究发现，商贷通业务客户开发率较低、生命周
期短、流失率较高，商贷通业务产品创新性大同小异、商贷通业务客户服务模
式单一、商贷通业务客户经理绩效考核制度不完善等问题，根据存在问题及背
后原因分析，有针对性的提出了客户关系管理优化策略，主要包括：商贷通业
务客户开发优化策略、商贷通业务客户维护优化策略、商贷通业务客户挽回优
化策略，并从理念与文化、组织与人力资源、财务与资金、信息与技术保障四
个方面制定了客户关系管理优化策略落实的保障措施。
本文提出的商贷通业务客户关系管理优化策略和保障措施对民生银行西安
分行商贷通业务的发展具有重要意义，也可以为其它银行的零售业务客户关系
管理及推动零售业务的快速发展提供借鉴。
关键词：民生银行西安分行，商贷通业务，客户关系管理策略，优化
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EMBA学位论文
作者：杨涛
民生银行西安分行商贷通业务客户关系管理策略优化研究
RESEARCH ON THE OPTIMIZATION OF CUSTOMER
RELATIONSHIP MANAGEMENT STRATEGIES FOR
SHANGDAITONG BUSINESS OF MINSHENG BANK
Xi’AN BRANCH
Abstract
With the transformation of my country's economic development mode, SMEs
have become the backbone of regional economic development and play a pivotal role
in stabilizing growth and promoting employment. Facing the fierce competitive
environment, financing for SMEs has become a bottleneck restricting their rapid
development. More and more commercial banks recognize that SMEs are an
important force to promote economic development, and they are also strong
supporters of their own development. In the business relationship between Minsheng
Bank's Xi’an branch and local SMEs, the business account manager of Shangdaitong
understood the difficulties of SMEs. In order to effectively solve their financing
difficulties, Minsheng Bank's Xi’an branch took the lead in launching a distinctive
Shangdaitong business for SMEs.To vigorously support the development of SMEs,
the Xi'an branch of Minsheng Bank gradually realized the importance of the customer
relationship management of the Shangdaitong business in the process of
implementing the Shangdaitong business.
This article systematically uses knowledge of economics, management, etc., on
the basis of combing and reviewing relevant literature, Taking the Shangdaitong
business customer relationship management strategy of Minsheng Bank's Xi'an
branch as the research object, Conducted in-depth research on the overview of
Shangdaitong business and the current situation of Shangdaitong business customer
relationship management of Minsheng Bank's Xi'an branch, Through a combination
of questionnaire surveys and on-site interviews, we obtained first-hand information on
the current situation of Shangdaitong business customer relationship management of
Minsheng Bank's Xi’an Branch. Through analysis and research, we found that the
customer development rate of Shangdaitong business is low, the life cycle is short,
and the attrition rate is high. The innovation of Shangdaitong business products is
similar, the customer service model of Shangdaitong business is single, and the
performance appraisal system of Shangdaitong business customer manager is not
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EMBA学位论文
作者：杨涛
民生银行西安分行商贷通业务客户关系管理策略优化研究
perfect, etc., According to the analysis of the existing problems and the reasons
behind it,Targeted customer relationship management optimization strategies were
proposed, which mainly include: Shangdaitong business customer development
optimization strategy, Shangdaitong business customer maintenance optimization
strategy, Shangdaitong business customer recovery optimization strategy, And from
the four aspects of concept and culture, organization and human resources, finance
and capital, and information and technology guarantee, measures have been
formulated to ensure the implementation of customer relationship management
optimization strategies.
The customer relationship management optimization strategies and safeguard
measures for the Shangdaitong business proposed in this article are of great
significance to the development of the Shangdaitong business of Minsheng Bank's Xi’
an branch, and can also provide reference for the retail business customer relationship
management of other banks and promote the rapid development of retail business.
Keywords: Minsheng Bank Xi'an Branch, Shangdaitong business, customer
relationship management strategy, optimization
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