关键词：交通银行 客户关系管理 贸易流通 对策III
Abstract
In recent years, our country social economy obtained the rapid development,
trade circulation industry has increasingly become the basic and leading industry of
the national economy。Speed up the development of trade circulation industry,
expanding domestic demand, stimulating consumption, has become one of the main
measures of promoting China's rapid economic growth。But on the whole, trade
circulation industry development in our country is still in the stage of extensive
development and high transaction cost, low development efficiency problem
increasingly become prominent。Finance is the core of modern economy, and the
commercial bank as to meet the need of social and economic development and form a
kind of financial organization, can adjust the deposit and lending rates, through
regulating the market currency supply and realize the transfer between different
departments, different industries, in promoting our country economy rapid, sustained
and healthy development of play a decisive role。After Eighteen of the National
People's Congress, As the national strategic adjustment of economic structure,
changes in the development of the pattern of economic development, our country
economy to good foundation stable gradually, the domestic economy will be
moderate growth trend, for commercial Banks to trade flow-through business
development provides a good foundation。
But, as the domestic and foreign commercial Banks in the Chinese market
increasingly fierce competition, our country commercial bank is facing an
unprecedented challenge stage and the strategic development opportunity。At present,
the domestic commercial Banks relative to foreign Banks in the financial product
design, service process, the concept of customer relationship management (CRM) is
comparatively backward, etc 。 How to stabilize the domestic market, Chinese
commercial Banks and foreign markets, is currently the most urgent problems。In the
increasingly intense market competition environment, China's commercial Banks
need to update the traditional management idea, to change the development mode to
meet the challenge. While the customer is the rapid development of commercial bank,IV
to participate in the competition, the fundamental source of profit for。Loyal and
stable customer group is the key to commercial bank competition to win。So, this
paper mainly studies how bank of communications taizhou branch develop this
group of the trade flow-through customers as the breakthrough point, hope that
through study in retail customer relationship management (CRM) , bank of
communications taizhou branch trade flow-through as well as the problems existing
in the development of customer development strategy, and put forward the feasibility
of the concrete solution, form the theoretical basis and guidance to develop opinions
how to develop good trade flow-through customers for the bank of communications
taizhou branch。
This article first introduced the selected topic background and research purpose
and meaning, through to the domestic and foreign commercial bank customer
relationship management concept, connotation, main research results and practical
application , mainly comparatively analyzed the similarities and differences of the
research of domestic and foreign commercial bank customer relationship
management (CRM) , Then, this paper introduced the domestic and foreign
commercial Banks trade flow-through customer development and the main point
branch customer flow-through development present situation, trade development
present situation of the bank of communications taizhou has carried on the empirical
analysis, Then, focused on trade problems of flow-through customer development and
management, and policy support from development, customer marketing strategy,
product innovation and service process management, risk prevention and control,
examination evaluation system and so on six aspects of the bank of communications
taizhou branch, which has carried on the thorough analysis, Then, analyzed the reason
of the existing problems , and proposed the corresponding solution and innovative
development suggestions。Finally, the paper introduced the main conclusion further,
and the problems, as well as, the prospects of the trade flow-through customer
development of the bank of communications taizhou branch were discussed。
Key words: bank of communications customer relationship management
(CRM) trade flows countermeasuresI
摘 要
近年来，我国社会经济得到了长足发展，贸易流通产业日益成为国民经济的
基础性和主导性产业。加快发展贸易流通产业，扩大内需，拉动消费，已成为
促进我国经济快速增长的主要措施之一。但总的来看，我国贸易流通产业发展
仍处于粗放型发展阶段，交易成本高、发展效率低等问题日益突出。金融是现
代经济的核心，而商业银行作为适应社会经济发展需要而形成的一种金融组织，
可以通过调整存贷款利率，调节市场货币供应量，实现资金在不同部门、不同
产业之间进行流转，在促进我国经济快速、持续、健康发展中发挥了举足轻重
的作用。党的十八大后，随着国家经济结构战略性调整，经济发展方式发展转
变，我国经济回升向好的基础逐步稳固，国内经济将呈现温和增长态势，为商
业银行做好贸易流通型业务发展提供了良好基础。
但是，随着国内外商业银行在中国市场竞争越来越激烈，我国商业银行面临
着空前挑战期和战略发展机遇期。目前，国内商业银行相对国外银行在金融产
品设计、服务流程、客户关系管理理念等方面较为落后。我国商业银行该如何
稳定国内市场，乃至占领国外市场，是当前最急需解决的问题。在日益剧烈的
市场竞争环境中，我国商业银行需要更新传统的经营理念，改变发展模式来迎
接挑战。而客户才是商业银行快速发展、参与竞争、获取利润的根本来源。拥
有忠实稳定的客户群体才是商业银行竞争获胜的关键。所以，本文主要以研究
交通银行泰州分行如何发展贸易流通型客户这一群体为切入点，希望通过研究
交通银行泰州分行在零售客户关系管理、贸易流通型客户发展策略以及发展中
存在的问题，并提出具体的可行性解决方案，为交通银行泰州分行如何发展好
贸易流通型客户形成理论基础和指导性发展意见。
本文首先介绍了选题的背景和研究的目的与意义，通过对国内外商业银行客
户关系管理的概念、涵义、主要研究成果及实际应用情况进行了阐述，重点比
较分析了国内外商业银行客户关系管理主要研究成果的异同。接着，介绍了国
内外商业银行贸易流通型客户发展的主要观点及交通银行泰州分行品牌客户发
展现状、贸易流通型客户发展现状进行了实证性分析。随后，着重讨论了交通
银行泰州分行贸易流通型客户发展与管理存在的问题，并分别从发展政策支持、
客户营销策略、产品创新能力、服务流程管理、风险防范控制、考核评价体系V
目 录
摘 要... I
ABSTRACT........... III
第一章 绪论......... 1
第一节 研究背景 1
第二节 研究的目的和意义 ....2
一、研究目的.........2
二、研究意义.........2
第三节 国内外相关文献综述 ..3
一、国外文献综述 .3
二、国内文献综述 .4
第四节 研究的方法 ..........4
一、文献分析方法 .4
二、纵向和横向比较研究的方法..5
三、个案剖析.........5
四、规范研究和实证研究相结合的方法..5
第五节 研究思路与论文框架 ..5
一、研究思路.........5
二、论文框架结构 .6
三、论文的创新之处 .........7
第二章 商业银行贸易流通型客户发展研究的理论基础......... 8
第一节 客户关系管理相关概念 8
一、客户发展的概念及内涵..........8
二、客户关系管理的概念..8
三、商业银行客户关系管理的内涵..........9
第二节 商业银行客户关系管理的国内外应用情况 .......10
一、国外商业银行客户关系管理主要观点........11
二、国内商业银行客户关系管理主要观点........11VI
三、国内外商业银行客户关系管理的比较分析12
第三节 本章小结 ...........13
第三章 交通银行泰州分行贸易流通型客户发展必要性与现状分析
........ 14
第一节 交通银行泰州分行简介 ...
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