随着国民经济的不断提升和金融体制改革的日渐深入，金融机构尤其是银行间的 同业竞争日益激烈，各家银行纷纷探索能获取客户、抢占市场的有效手段。然而，互 联网金融的崛起，已然让金融信息更加透明化，加之公众文化水平的提升，对金融知 识的理解和掌握也逐步增强，商业银行已不像从前那样具有较强的垄断地位，各家银 行在发展的道路上也遇到了许多瓶颈。因此，如何探寻一条有效的可持续发展之路成 了银行在激烈的市场竞争中立于不败之地的关键因素。 近年来，国民经济的持续发展使得客户理财需求日益增长，这就为个人金融业务 带来新的发展契机。同时，个人银行业务凭借其风险小、空间大等优点逐渐受到各家 金融机构的重视，商业银行纷纷开始探索零售业务的发展模式。众所周知，现如今， 买方已是市场的主导力量，客户资源成为银行业竞争的制胜法宝，尤其是高端客户更 是各家金融机构争抢的焦点。但面对如此庞大的客户群体，仅有客户数量是远远不够 的，还必须通过行之有效的方法和客户建立长久稳定的业务关系，才能最终赢得市场， 这就凸显出客户关系管理的重要意义。因此，做好客户管理，建立精准营销模式，提 供多元化的产品及服务，增强客户体验感等方式来提高客户的满意度和忠诚度是银行 间优胜劣汰的重中之重。想要赢得客户，商业银行必须重视客户管理，实行客户细分 管理。为不同的客户提供差异化的产品及服务，尽其所能地满足各类客户需求，用有 限的营销资源获取最大的客户价值。为此，银行只有通过不断创新产品和服务来满足 客户差别化的需求，才能防止客户流失，增强客户粘性。 本文基于客户细分管理相关理论及国内外研究成果的基础上，结合徽商银行 H 分行个人客户细分管理的现状来探索该银行在个人客户细分管理方面的优化策略。通 过问卷调查和现实情况梳理出徽商银行 H 分行在个人客户细分管理方面存在的问 题，并对形成问题的原因进行成因剖析。在此基础上，对徽商银行 H 分行在个人客 户细分管理中如何优化客户管理，加强客户细分标准，采取差异化营销策略，提升客 户综合贡献度，培育长期竞争优势提供针对性的建议。 关键词：徽商银行 H 分行；客户关系管理；客户细分徽商银行 H 分行个人客户细分管理优化研究 I ABSTRACT With the continuous improvement of the national economy and the deepening of the financial system reform, the competition among financial institutions, especially among Banks, has become increasingly fierce, and Banks have been exploring effective means to acquire customers and seize the market. However, the rise of Internet finance has made financial information more transparent, and with the improvement of public culture, the understanding and mastery of financial knowledge have been gradually enhanced. Commercial Banks are no longer as strong as before, and they have encountered many bottlenecks on the road of development. Therefore, how to explore the effective way of sustainable development has become the key factor for Banks to remain invincible in the fierce market competition. In recent years, the sustainable development of the national economy has increased the demand of customers for financial management, which brings new opportunities for the development of personal financial services. At the same time, retail banking has been gradually paid attention to by financial institutions due to its advantages of small risk and large space, and commercial Banks have begun to explore the development model of retail business. As we all know, nowadays, the buyer has become the dominant force in the market, and customer resources have become a magic weapon for banking competition, especially high-end customers, which are the focus of competition among financial institutions. However, in the face of such a large customer group, the number of customers is far from enough, and we must establish a long-term and stable business relationship with customers through effective methods in order to finally win the market, which highlights the importance of customer relationship management. Therefore, to improve customer satisfaction and loyalty by doing a good job in customer management, establishing precision marketing model, providing diversified products and services, and enhancing customer experience is the top priority among Banks. In order to win customers, commercial Banks must attach importance to customer management and implement customer segmentation management. To provide differentiated products and services for different customers, try their best to meet the needs of various customers, with limited marketing resources to obtain the maximum customer value. Therefore, only through continuous innovation of products and services to meet the differentiated needs of customers, Banks can prevent customer loss and enhance customer stickiness.ABSTRACT II Based on relevant theories of customer segmentation management and research results at home and abroad, this paper combined with the status quo of individual customer segmentation management in H Branch of Huishang Bank to explore the bank's optimization strategy in personal customer segmentation management. Through questionnaire survey and actual situation, the problems in individual customer subdivision management of H Branch of Huishang Bank are sorted out, and the causes of these problems are deeply analyzed. On this basis, targeted Suggestions are provided for Huishang Bank H Branch on how to optimize customer management in individual customer segmentation management, strengthen customer segmentation standards, adopt differentiated marketing strategies, improve the comprehensive contribution of customers, and cultivate long-term competitive advantages. KEYWORDS: H branch of huishang bank; Customer relationship management; Customer segmentation徽商银行 H 分行个人客户细分管理优化研究 1 目 录 第一章 绪论.......................................................................................................1 第一节 研究背景及研究意义.......................................................................................1 一、 研究背景........................................................................................................1 二、 研究意义........................................................................................................1 第二节 研究方法与研究思路.......................................................................................2 一、研究方法..........................................................................................................2 二、研究思路..........................................................................................................3 第三节 国内外研究现状...............................................................................................5 一、国外研究综述..................................................................................................5 二、国内研究综述..................................................................................................6 第二章 相关理论概述......................................................................................8 第一节 关系营销理论...................................................................................................8 第二节 客户终生价值理论...........................................................................................9 第三节 客户细分理论...................................................................................................9 第四节 顾客资产管理理论.........................................................................................10 第三章 徽商银行 H 分行个人客户细分现状分析........................................12 第一节 徽商银行 H 分行基本情况介绍.....................................................................12 第二节 徽商银行 H 分行个人客户细分情况.............................................................13 一、徽商银行 H 分行个人客户构成及资产规模................................................13 二、徽商银行 H 分行个人客户细分标准............................................................15 三、徽商银行 H 分行个人客户细分权益............................................................15 四、徽商银行 H 分行个人客户细分工作方法....................................................16 第三节 徽商银行 H 分行个人客户细分情况问卷调查.............................................16 一、调查问卷的设计方法............................................