在商业银行编制营销策略时，大客户是其最为关键性的资源，为商业银行经营收 益的主要来源。商业银行想要获得丰厚利润，就要不断为大客户提供优质的产品、优 质的服务，让其满意从而忠诚，这是双赢的局面，现在这种模式已经是各家银行的重 要研究方向。邮政储蓄 HB 分行是一家传统的、大型的商业银行，客户资源丰富，有 相应的客户关系管理体系，但管理方面缺乏有效，导致不能很好地完善运用，使得进 展速度十分迟缓，假如可以对其实施改进和优化，那么将会获得显著的竞争优势。 对于邮政储蓄 HB 分行而言，在管理大客户方面存在很多问题，本文研究了邮政 储蓄银行 HB 分行，首先对客户关系管理的内涵、理论依据进行了阐述，包括本文所 涉及的一些基本概念如储蓄银行、客户关系管理等，同时对本文所涉及的一些基本理 论等进行了介绍。其次，对邮储银行 HB 分行大客户关系管理现状进行了分析，在对 邮储银行 HB 分行进行简介的基础上，通过调查问卷的形式，对当前该行大客户关系 管理的具体情况进行调查研究，通过调查发现其中存在大客户维护流程不完善，大客 户信息化水平较低等问题。再次，对国内外商业银行大客户管理的经验做法进行考察， 在上述分析的基础上，提出储蓄银行 HB 分行大客户关系管理优化策略。通过对邮储 银行 HB 分行大客户关系管理问题的研究，提出了符合该行特点的大客户关系管理的 具体措施，有利于包括邮储银行 HB 分行在内的，其他金融机构在大客户关系管理能 力的提升和发展。本文的创新点在于构建了以大客户驱动为基点的服务质量、顾客满 意、顾客忠诚、销售队伍、客户沟通五位一体，具有邮储银行 HB 分行特色的大客户 管理机制。 关键字：储蓄银行；客户关系管理；大客户；制度III ABSTRACT The most important way for commercial banks to obtain high-quality profits is to provide high-quality services to their customers. HB branch of postal savings is a traditional and large-scale commercial bank with rich customer resources and corresponding customer relationship management system. However, due to the lack of effective management, it can not be well used and the progress is slow. If it can be continuously optimized and improved, then its competitive potential will be huge. In view of the above-mentioned HB branch of postal savings bank, there are many problems in the management of large customers. This paper studies the HB branch of postal savings bank. Firstly, it expounds the connotation and theoretical basis of customer relationship management, and introduces some basic concepts involved in this paper, such as savings bank and customer relationship management. Secondly, this paper analyzes the status quo of VIP customer relationship management of postal savings bank HB branch. On the basis of brief introduction to Hb branch of postal savings bank, the specific situation of VIP customer relationship management is investigated in the form of questionnaire. Thirdly, based on the above analysis, this paper puts forward the optimization strategy of the key customer relationship management of HB branch of savings bank. Based on the research on the key customer relationship management of HB branch of postal savings bank, this paper puts forward the specific measures of key customer relationship management in line with the characteristics of the bank, which is conducive to the promotion and development of other financial institutions including HB branch of postal savings bank. The innovation of this paper lies in the construction of a key customer management mechanism with the characteristics of HB branch of postal savings bank, which is based on the service quality, customer satisfaction, customer loyalty, sales team and customer communication. KEY WORDS: Savings bank; Customer relationship management; Big customers; SystemIV 目 录 摘要.........................................................................................................................II ABSTRACT...................................................................................................................III 第一章 绪 论.....................................................................................................- 1 - 1.1 研究背景.......................................................................................................- 1 - 1.2 研究意义......................................................................................................- 2 - 1.2.1 理论意义...........................................................................................- 2 - 1.2.2 现实意义...........................................................................................- 2 - 1.3 研究现状.......................................................................................................- 2 - 1.3.1 国内研究现状...................................................................................- 2 - 1.3.2 国外研究现状...................................................................................- 4 - 1.3.3 研究评述...........................................................................................- 5 - 1.4 研究内容和方法..........................................................................................- 6 - 1.4.1 研究内容...........................................................................................- 6 - 1.4.2 研究方法...........................................................................................- 6 - 1.5 技术路线......................................................................................................- 7 - 1.6 创新点..........................................................................................................- 8 - 第二章 相关概念和理论基础.................................................................................- 9 - 2.1 相关概念......................................................................................................- 9 - 2.1.1 客户关系管理...................................................................................- 9 - 2.1.2 商业银行客户关系管理...................................................................- 9 - 2.1.3 大客户...............................................................................................- 9 - 2.2 客户关系管理的理论基础........................................................................- 10 - 2.2.1 客户关系营销理论.........................................................................- 10 - 2.2.2 客户关系终生价值理论.................................................................- 11 - 2.2.3 客户关系生命周期理论.................................................................- 12 - 2.3 本章小结....................................................................................................- 13 - 第三章 邮储银行 HB 分行大客户关系管理现状..................................................- 14 - 3.1 邮储银行 HB 分行概况.............................................................................- 14 - 3.1.1 基本情况.........................................................................................- 14 -V 3.1.2 经营概况.........................................................................................- 14 - 3.1.3 客户结构.........................................................................................- 15 - 3.1.4 人力资源.........................................................................................- 16 - 3.2 储蓄银行 HB 分行大客户关系管理调研分析.........................................- 16 - 3.2.1 调研目的.........................................................................................- 16 - 3.2.2 问卷调查设计.................................................................................- 17 - 3.2.3 调研数据整理.................................................................................- 17 - 3.3 HB 分行大客户关系管理中存在的问题...................................................- 20 - 3.3.1 大客户维护流程不完善.................................................................- 20 - 3.3.2 大客户信息化水平较低.................................................................- 21 - 3.3.3 客户管理专业人才匮乏.................................................................- 22 - 3.3.4 大客户管理制度不健全.................................................................- 23 - 3.4 本章小结....................