银行要想全面提高竞争力，必须从根本上转变自身的经营观念， 通过提高员工素质、不断优化资源配置等方式来降低生产成本，提高 客户忠诚度，最大限度的降低客户流失率，因此在目前中国的金融市 场上，谁具有优质客户资源，谁能将生成成本降到最低，那么在激烈 的竞争中将脱颖而出。 HR 银行是中国 HR 资产管理股份有限公司新成立的股份制商业 银行。HR 银行自成立以来全面贯彻实施总行“五年三跨越”的发展总 目标，“四化”转型和“七个转变”的发展总路径。随着 HR 银行各项业 务的不断扩展，客户关系管理成为了决定银行发展成败的关键因素， 如何提升 HR 银行的客户关系管理水平，是当前 HR 银行发展的重要 课题。 本文通过较为深入的思考，多层面、多角度、宽视野地剖析 HR 银行客户关系管理的历史沿革、研究现状、存在不足、改进思路，归 纳出具有科学性和操作性的建设和实施策略，希望 HR 银行在 CRM 系统分析的帮助下做出正确的经营决策，与优质客户保持长期双赢关 系，能够积极营销核心业务，快速抢占市场份额，不断深入挖掘客户 资源，提高自身盈利能力，增强综合竞争能力，全面提升企业的公众 形象和品牌效应。 关键词：HR 银行；客户关系管理；客户经理II ABSTRACT If banks want to improve their competitiveness in an all-round way, they must fundamentally change their management concepts, reduce production costs, improve customer loyalty and minimize customer churn rate by improving staff quality and optimizing resource allocation. Therefore, in the current financial market of China, who has high-quality customer resources and who can reduce production costs to the lowest levelIn the fierce competition, it will stand out. HR Bank is a newly established joint-stock commercial bank of China HR Asset Management Co., Ltd. Since its establishment, HR Bank has fully implemented the general development goal of five years, three leaps and the general development path of four modernizations transformation and seven transformations of its head office. With the continuous expansion of HR banking business, customer relationship management has become a key factor to determine the success or failure of the development of banks. How to improve the level of customer relationship management of HR banks is an important topic of the current development of HR banks. Through in-depth thinking, this paper analyses the historical evolution, current research situation, shortcomings and improvement ideas of CRM in HR bank from multi-level, multi-angle and wide vision,III and concludes scientific and operational construction and implementation strategies. It is hoped that HR bank will make correct business decisions with the help of CRM system analysis and maintain long-term win-win relationship with high-quality customers. Enough to actively marketing core business, quickly seize market share, constantly in-depth tapping customer resources, improve their profitability, enhance comprehensive competitiveness, and comprehensively enhance the public image and brand effect of enterprises. Keywords: HR Bank; Customer Relationship Management; Customer ManagerIV 目 录 摘要...............................................................................................................................I ABSTRACT.................................................................................................................. II 第一章绪论....................................................................................................................1 1.1 选题背景...........................................................................................................1 1.2 研究意义...........................................................................................................2 1.3 国内外现状分析...............................................................................................2 1.3.1 国外研究现状.........................................................................................2 1.3.2 国内研究现状.........................................................................................3 1.4 研究主要内容...................................................................................................4 第二章 相关概念及理论..............................................................................................5 2.1 客户关系管理的概念.......................................................................................5 2.1.1 客户关系管理的定义............................................................................5 2.1.2 客户关系管理分类................................................................................5 2.1.3 客户关系管理核心思想.........................................................................6 2.2 客户管理相关理论...........................................................................................7 2.2.1 客户满意度理论.....................................................................................7 2.2.2 客户忠诚度理论.....................................................................................7 2.3 客户关系管理实施的原则...............................................................................7 第三章 HR 银行客户关系管理实施的必要性及存在的问题分析........................... 9 3.1 HR 银行简介.................................................................................................... 9 3.2 HR 银行实施客户关系管理的必要性分析.................................................... 9 3.2.1 实施客户关系管理的外在动因.............................................................9 3.2.2 实施客户关系管理的内在动因...........................................................10 3.3 HR 银行客户关系管理存在的问题分析.......................................................11 3.3.1 对客户关系管理不够系统...................................................................11V 3.3.2 对客户缺乏差异化服务.......................................................................12 3.3.3 客户信息不共享，造成资源浪费.......................................................12 3.3.4 缺乏对客户流失问题的全方位分析...................................................12 3.4 HR 银行客户关系管理问题的深层原因分析.............................................. 13 3.4.1 对客户关系管理（CRM）的认识存在欠缺......................................13 3.4.2 客户经理制度不够完善.......................................................................13 3.4.3 营销手段不充分...................................................................................14 第四章 HR 银行客户关系管理的优化方案............................................................. 16 4.1 优化目标.........................................................................................................16 4.1.1 实现全面、准确地细分客户...............................................................16 4.1.2 提供差异化服务，提升客户的满意度...............................................16 4.1.3 挖潜客户潜在价值挖潜，拓展中间业务...........................................16 4.2 优化思路.........................................................................................................17 4.2.1 树立客户关系管理理念.......................................................................17 4.2.2 构建客户关系管理服务平台...............................................................17 4.3 优化原则.........................................................................................................17 4.3.1 双赢的原则...........................................................................................17 4.3.2 系统化与差异化并存的原则...............................................................18 4.3.3 效率与收益并存原则...........................................................................18 4.4 优化内容.........................................................................................................18 4.4.1 明确客户关系管理的基本流程...........................................................18 4.4.2 广泛精准获取客户关系信息...............................................................21 4.4.3 科学管理客户关系信息.......................................................................22 4.4.4 积极开展市场营销工作................................