本文以商业银行客户关系为研究对象。共分为 7 个部分。第一章为绪论，介
绍了本文的选题背景、研究目的、研究意义及研究方法和研究框架。第二章对相
关理论进行了梳理，主要阐释了关系营销理论、客户终生价值理论、客户关系管
理的内涵、影响客户关系的因素和客户关系类型等理论。第三章从商业银行实施
客户关系管理的动机、客户关系管理的盈利性和商业银行客户关系发展三个方面
对商业银行客户关系管理进行了相关分析和阐释。第四章以农业银行辽宁省分行
为案例，对商业银行实施客户关系管理的现状及必要性进行了探讨。第五章对商
业银行客户关系管理实践及存在问题进行了讨论。第六章在总结上述分析的基础
上提出了农行辽宁省分行实施客户关系管理的策略选择。第七章是结论与展望。
关键词：农业银行辽宁省分行 商业银行 客户关系管理Research on Customer Relationship Management of
Commercial Banks
Abstract
As the time comes into the first decade of 21
st
century, China’s bank industry has
experienced more intensified Competitions, and China’s market is one of the
fastest-growing markets for bank industry. State-owned commercial banks, joint venture
commercial banks, city commercial Bank, foreign banks and the village and town banks
and so on have introduced their own suitable development strategies, positively grabbed
development opportunities. They have scrambled high quality customers and compete
with each other in the field so f market, strategy, human resource, channel, technology
and customer and so on. In the final analysis, they compete for customers, especially for
high quality customers. The banks that can carry out correct customer strategy and
maintain good customer relationship will win and maintain a sustainable competitive
strength, thus gain sustainable development. So to develop a good customer relationship
is the key point for commercial banks to score a success among the fierce market
competition, and it is necessary to take a specialized research on customer relationship
of commercial banks.
The paper contains 7 parts with the commercial bank customer relationship as the
research object. The first part is introduction, there are background of the paper,
purpose of study, significance of study, and the main frame of the paper in the first part.
The second part hackles the related theories, mainly including Relationship marketing
theory, Customer life time value theory, the connotation of customer relationship
management, factors affecting customer relationship, customer relationship type and
other theories. The third part takes an economical analysis and explanation on purpose
of carrying on customer relationship management of commercial banks, the profiting of
customer relationship management, the development of customer relationship
management commercial banks and management goal of commercial banks. The forth
part discusses the present situation and the necessity of commercial bank to carry on
customer relationship management taking ABC(Agricultural Bank of China) Liaoning
Branch as an example. The fifth part discusses the practice and existing problems of
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