随着社会经济的进一步发展，居民对于资金的管理和需求也越来越旺盛，各 金融机构的服务项目也呈现越来越多样化的发展趋势，这促进了商业银行的快速 发展。当前，金融行业发展欣欣向荣，与此同时，在互联网金融的冲击下，竞争 也愈发激烈。根据“帕累托”原则，银行20%的客户贡献了80%的利润，因此 金融机构对于优质客户资源的争夺尤为激烈。在互联网金融快速发展的大数据时 代，开展商业银行优质客户关系管理，成为银行各项工作的重点之一。 本文依据以上背景，理论联系实际，在研究国内外研究现状的基础上，以建 行CD支行为例，对于当前其针对个人VIP客户关系管理维护进行分析研究，通 过分析客户结构、客户管理现状，并运用问卷形式调查该行VIP客户对服务和 产品的满意度，总结其在管理中存在的问题：运行机制建设薄弱、服务滞后于业 务发展、产品开发不丰富、系统运用不充分等问题，从而分别针对上述问题提出 相应的优化策略与方案：VIP客户关系管理运行机制建设、差别化客户维护管理、 个性化产品和服务体系建立、智能化营销策略以及VIP客户管理保障措施，以 提高客户资产质量、提高客户的忠诚度和满意度。使CD支行能够保持与时俱进 的脚步，促进该银行客户管理效益的不断提升。 关键词：客户关系管理；建行CD支行；个人VIP客户 I Abstract With the further development of the social economy, the residents' management and demand for funds have become more and more vigorous, and the projects for capital services have also become more and more diverse, which has promoted the rapid development of commercial banks. At present, the financial industry is booming. At the same time, under the impact of Internet finance, competition has become increasingly fierce. According to the "Pareto" principle, 20% of banks' customers contribute 80% of profits, so the competition for quality customer resources by financial institutions is particularly fierce. In the era of big data with the rapid development of Internet finance, the development of high-quality customer relationship management for commercial banks has become one of the focus of the bank's various tasks. Based on the above background, combining theory with practice, on the basis of studying the current status of domestic and foreign research, this paper takes the CD branch of CCB as an example to analyze and analyze the current VIP customer relationship management and maintenance, and analyze the current status of customer structure and customer management. Use the questionnaire to investigate the satisfaction of the bank's VIP customers with services and products, and summarize their problems in management: unclear business positioning, single maintenance channel for account managers, insufficient product development, lack of professional talents, and incomplete system development Based on this, a targeted customer relationship management strategy is proposed: VIP customer relationship management positioning, VIP customer service strategy, rich product and service system, VIP customer management team strategy, VIP customer product marketing strategy to improve customer assets Innovative strategies for quality and customer service to increase customer loyalty and satisfaction. Enable the CD branch to keep pace with the times, and promote the continuous improvement of the bank's customer management efficiency. II。。。。。。以下内容略