随着利率市场化改革的不断深入、银行业产品同质化的持续加剧、互联网金 融的日益繁荣，商业银行间的竞争日趋激烈。如何有效挖掘客户资源、提高客户 忠诚度、建立持久有价值的客户关系成为我国商业银行应对激烈市场竞争所需要 面对的关键问题。规模以下无贷客户是建设银行甘肃分行客户基础的重要组成部 分，约占公司机构客户数量的一半。加强规模以下无贷客户关系管理对稳固客户 基础、优化客户结构以及稳定对公存款具有重要意义。因地制宜加强规模以下无 贷客户关系管理，是建设银行甘肃分行在区域竞争中取得行业领先地位的重要途 径。 本研究以建设银行甘肃分行规模以下无贷客户关系管理中的实际问题为导 向，在学习和运用客户关系管理相关理论知识的基础上，分析导致规模以下无贷 客户关系管理薄弱的原因，思考未来建设银行甘肃分行规模以下无贷客户关系管 理的工作方向，明确目标和思路，从客户识别、客户区分、客户互动和客户差异 化服务四个方面重新梳理规模以下无贷客户关系管理策略。同时，从更新客户经 营理念、提高渠道服务能力、加强人才队伍建设、完善考核激励机制以及优化 CRM 系统平台五个方面提出规模以下无贷客户关系管理的保障措施。 本文通过对问题的查找、分析和解决方案的提出，为建设银行甘肃分行规模 以下无贷客户关系管理提供指导和帮助，旨在促进建设银行甘肃分行对公业务的 稳定与持续发展。同时，也希望能够为其他商业银行同类客户关系管理提供借鉴。 关键词：商业银行，规模以下无贷客户，客户关系管理，IDIC 模型兰州大学硕士学位论文 建设银行甘肃分行规模以下无贷客户关系管理策略研究 II ASTUDY ON MICRO-NON-LOAN CUSTOMER RELATIONSHIP MANAGEMENT STRATEGIES IN GANSU BRANCH OF CCB Abstract With the deepening of interest rate marketization reform, the convergence of banking products and the rapid development of Internet finance, the competition among commercial banks is becoming increasingly fierce. How to effectively acquire customer resources, improve customer loyalty and establish a stable-valuable customer relationship has become a key issue for commercial banks to deal with fierce market competition. Micro-non-loan customers are an important part of the customer group of CCB Gansu Branch, which accounts for about half of all corporate institutional customers. Strengthening the management of micro-non-loan customer relationship is of great significance to stabilize the customer base, optimize the customer structure and stabilize deposits. It is an important way for Gansu Branch of CCB to gain the leading position in the regional competition to strengthen the management of micro-non-loan customer relationship according to local conditions. Starting from the practical problems in the management of micro-non-loan customer relationship in Gansu Branch of CCB, the author, on the basis of learning and applying the relevant theoretical knowledge of customer relationship management, analyses the reasons leading to the weak management of micro-non-loan customer relationship, considers the future direction of work, and finds out the goal and clarifies the train of thought. The author reorganizes the micro-non-loan customer relationship management strategy from four aspects: customer identification, customer differentiation, customer interaction and customization services. At the same time, the author puts forward five safeguard measures: renewing customer management concept, improving service capability, strengthening the staff team building, perfecting evaluation and incentive mechanism and optimizing CRM system platform. Through searching, analyzing and proposing solutions to the problems, the author provides guidance and help for the management of micro-non-loan customer兰州大学硕士学位论文 建设银行甘肃分行规模以下无贷客户关系管理策略研究 III relationship in Gansu Branch of CCB, aiming at promoting the stability and sustainable development of the corporate banking. At the same time, it also hopes to provide reference for similar customer relationship management of other commercial banks. Keywords: Commercial Bank, Micro-non-loan Customer, CRM, IDIC兰州大学硕士学位论文 建设银行甘肃分行规模以下无贷客户关系管理策略研究 1 目 录 摘要..............................................................................................................I Abstract.......................................................................................................II 第一章 绪论...............................................................................................1 1.1 研究背景与意义.............................................................................................1 1.2 研究思路和内容.............................................................................................2 1.3 研究方法.........................................................................................................4 第二章 相关理论概述...............................................................................6 2.1 客户关系管理理论.........................................................................................6 2.2 关系营销理论.................................................................................................8 2.3 客户细分与客户价值...................................................................................10 2.4 客户关系管理流程（IDIC 模型）..............................................................13 2.5 银行客户关系管理相关研究.......................................................................15 第三章 建行甘肃分行规模以下无贷客户关系管理现状分析............18 3.1 建设银行及甘肃分行概况...........................................................................18 3.2 建行甘肃分行规模以下无贷客户关系管理现状分析...............................21 3.3 建行甘肃分行规模以下无贷客户关系管理存在问题及成因分析...........31 第四章 建行甘肃分行规模以下无贷客户关系管理策略建议............37 4.1 规模以下无贷客户关系管理的目标和思路...............................................37 4.2 规模以下无贷客户的识别策略...................................................................38 4.3 规模以下无贷客户的细分策略...................................................................42 4.4 规模以下无贷客户的互动策略...................................................................46 4.5 规模以下无贷客户的差异化服务策略.......................................................51 第五章 建行甘肃分行规模以下无贷客户关系管理实施保障............55 5.1 更新客户经营理念.......................................................................................55兰州大学硕士学位论文 建设银行甘肃分行规模以下无贷客户关系管理策略研究 2 5.2 提高渠道服务能力.......................................................................................56 5.3 加强人才队伍建设.......................................................................................57 5.4 完善绩效考核机制.......................................................................................59 5.5 优化 CRM 系统平台.......................................................................................60 第六章 结论与展望.................................................................................62 6.1 研究结论.......................................................................................................62 6.2 研究展望.......................................................................................................63