习近平总书记多次指出，当今世界正处于百年未有之大变局。“变”是当前时代的 主基调，银行业也正深度变革调整以适应经济转型的需要。拉动中国经济增长的三个 引擎，即出口、投资和消费，在过去，中国经济主要依赖出口和投资拉动，而今，正 处于消费驱动取代出口和投资的转折期，第三产业、消费需求已逐步成为经济增长的 主导动力，未来也将继续引领经济的高质量发展。金融服务实体经济，当消费日益成 为经济增长的主导力量后，商业银行向零售金融转型发展是必然选择，而个人理财业 务又是零售业务的重中之重，势必成为兵家必争之地。 本文在总结个人理财业务及顾客关系管理系列理论原理的基础上，通过文献检索、 案例分析和问卷调查等形式，剖析了恒丰银行A分行个人理财业务的经营现状，探究 客户流失的原因，发现其存在客户经营管理观念更新缓慢、客户定位模糊、财富规划 缺乏专业水准、对银行信任程度不高、缺乏口碑效应、信息科技系统智能化程度较低 等相关问题。通过分析总结国内外银行在个人理财业务顾客关系管理方面先进的创新 实践经验，本文提出以“以提升客户满意度和忠诚度，提升客户持续绩效贡献度”为 目标导向的个人理财业务顾客关系管理整体优化方案及具体实施计划。 根据论文分析，恒丰银行A分行要实现个人理财业务的创新发展，必须革新观念 从“以产品为中心”向“以客户为中心”转变，加强基础客群建设，大力培植优质客 户，充分挖掘老客户潜在价值；通过提升老客户关系维系与价值挖潜能力，优化客户 结构，提高产能输出和创效水平；通过加大金融科技、品牌形象、营销费用、核心人 才等资源的投入保障零售理财业务的可持续发展。 本文以恒丰银行A分行为例，探讨在金融业发展的新趋势下如何快速提升个人理 财业务顾客关系管理水平，希望本文的研究成果能对其他商业银行的个人理财业务发 展提供借鉴和启示。 关键词：商业银行；个人理财业务；顾客关系管理 论文类型：应用研究 II ABSTRACT GeneralsecretaryXiJinpinghaspointedoutmanytimesthattheworldisinagreatchange inthepastcentury."Change"isthemaintoneofthecurrentera,andthebankingindustryis alsoundergoingprofoundchangesandadjustmentstomeettheneedsofeconomic transformation.Inthepast,China'seconomywasmainlydrivenbyexportsandinvestment. Today,itisintheturningperiodofconsumption-drivenreplacingexportsandinvestment. Thetertiaryindustryandconsumptiondemandhavegraduallybecomethedominantdriving forceofeconomicgrowth,andwillcontinuetoleadthehigh-qualitydevelopmentofthe economyinthefuture.FinancialservicesTherealeconomy,whenconsumptionhas increasinglybecomethedominantforceofeconomicgrowth,thetransformationof commercialbanksintoretailfinanceisaninevitablechoice,andpersonalfinancial managementisthemostimportantpartofretailbusiness,anditisboundtobecomea battlegroundforsoldiers. Onthebasisofsummarizingthetheoryofpersonalfinancebusinessandcustomer relationshipmanagement,thispaperanalyzestheoperationstatusofpersonalfinancial managementbusinessofHengfengBankABranchthroughliteraturesearch,caseanalysis andquestionnairesurvey,andexploresthereasonsforcustomerloss.Itisfoundthatthere aresuchproblemsasslowupdatingofcustomermanagementconcepts,vaguecustomer positioning,lackofprofessionalstandardsinwealthplanning,lowtrustinbanks,lackof word-of-moutheffect,andlowintelligenceofinformationtechnologysystems，andsoon. Byanalyzingandsummarizingtheadvancedinnovativeexperienceofdomesticandforeign banksincustomerrelationshipmanagementofpersonalfinancebusiness,thispaper proposestheoveralloptimizationschemeandspecificimplementationplanofcustomer relationshipmanagementofpersonalfinancebusiness,whichis“improvingcustomer satisfactionandloyalty，enhancingcustomercontinuousachievementscontribution”. Accordingtotheanalysisofthepaper,inordertorealizethebreakthroughdevelopmentof personalfinancialmanagementbusiness,HengfengBankABranchmustchangeitsconcept from"product-centered"to"customer-centered",strengthentheconstructionofcustomer groups,strengthentheexpansionandcultivationofcustomers,andfurthercultivatethestock ofcustomers.Bymaintainingtherelationshipofoldcustomers,enhancingvaluetapping potential,optimizingcustomergroupstructure,improvingoutputandefficiencylevel,and byincreasinginvestmentinfinancialtechnology,brandimage,marketingcosts,coretalents andotherresources,thesustainabledevelopmentofretailfinancialmanagementbusiness canbeguaranteed. III ThispapertakesHengfengBankAbranchasanexampletodiscusshowtoimprovethe customerrelationshipmanagementlevelofpersonalfinancebusinessrapidlyunderthenew trendoffinancialindustrydevelopment.Itishopedthattheresearchresultsofthispapercan providereferenceandinspirationforthedevelopmentofpersonalfinancebusinessofother commercialbanks. KEYWORDS:CommercialBanks;PersonalFinanceBusiness;CustomerRelationshipManagement TYPEOFTHESIS:ApplicationResearch 西南科技大学（硕士）学位论文 IV 目录 1绪论.......................................................................................................................................1 1.1研究背景及目的.........................................................................................................1 1.1.1研究背景.........................................................................................................1 1.1.2研究目的.........................................................................................................1 1.1.3研究意义..........................................................................................................1 1.2国内外研究动态........................................................................................................2 1.2.1国外研究动态.................................................................................................2 1.2.1.1国外银行个人理财业务研究动态...............................................................2 1.2.1.2国外银行顾客关系管理研究动态...............................................................3 1.2.2国内研究动态.................................................................................................4 1.2.2.1国内银行个人理财业务研究动态...............................................................4 1.2.2.2国内银行顾客关系管理研究动态...............................................................5 1.3研究内容与方法........................................................................................................6 1.3.1研究内容..........................................................................................................6 1.3.2研究方法..........................................................................................................6 1.4技术路线和创新之处................................................................................................8 1.4.1技术路线.........................................................................................................8 1.4.2创新之处.........................................................................................................9 2相关理论综述.....................................................................................................................10 2.1个人理财业务理论—生命周期理论......................................................................10 2.2顾客关系管理相关理论..........................................................................................10 2.2.1漏桶理论........................................................................................................10 2.2.2承诺-信任理论...............................................................................................11 2.3理论分析框架...........................................................................................................11 3银行个人理财业务顾客关系管理创新实践比较分析.....................................................13 3.1国外银行创新实践..................................................................................................13 3.1.1花旗银行的创新实践....................................................................................13 3.1.2富国银行的创新实践....................................................................................13 3.1.3德意志银行的创新实践................................................................................14 3.1.4小结与启示....................................................................................................16 3