近年来，伴随国家经济发展趋势的变化，利率调整的目标和范围也越来越具 有指向化，金融市场化程度也在随之增强，极大地刺激了互联网金融的发展。银 行作为互联网金融的主要参与者和推动力，彼此间的竞争态势也日渐焦灼。竞争 观念的变化，使得众多银行机构不再将竞争焦点单一地集中在产品和服务方面， 而是越来越注重开发和维护大客户资源。对于银行机构来讲，拥有大型企业客户 资源的多少不仅决定着其利润的高低，而且在一定程度上彰显着企业竞争力的强 弱，谁拥有更多的大型企业客户资源，谁的市场影响力就更大。但是相较于一般 企业客户，对于大型企业客户关系需要更加专业全面的管理方法，而这也是困扰 很多银行机构的一个问题。本文以Y银行（江西）为对象，研究中运用文献研究 法和案例分析法，对Y银行（江西）客户关系管理进行研究，希望能够为银行在 大型企业客户关系管理方面提供一些有益参考。 首先，论文简单介绍了研究的目的和意义，并阐述了与商业银行大型企业客 户关系管理有关的基础理论理论；其次，分析国内外商业银行大型企业客户关系 管理现状及实践，找出实施中存在的问题；最后，借鉴国内外商业银行的成功经 验，结合Y银行（江西）实际情况，提出Y银行（江西）大型企业客户关系管理 策略的几点建议，并对建议的落实，提出相应的保障条件。研究中发现Y银行（江 西）大型企业客户关系管理中存在的问题有：部门之间存在信息孤岛，金融产品 未能契合大客户需求、金融产品未能满足大型客户需求，缺少个性化产品、客户 经理职业能力及风险意识有待提升、大型企业客户关系管理工作缺乏全局性思考。 最后，针对存在的问题，主要在大型企业客户细分、开发，如何提升大型企业客 户价值，加强客户生态圈建设以及提高大型客户综合贡献等方面，做了一些探索 和建议。论文对提出的建议如何落地，对所需要的保障条件也做了阐述。 关键词：Y银行（江西）；大型企业；客户关系管理策略 II Abstract Inrecentyears,withthechangeofnationaleconomicdevelopmenttrend,thetarget andscopeofinterestrateadjustmentarebecomingmoreandmoredirectional,andthe degreeoffinancialmarketizationisalsoincreasing,whichhasgreatlystimulatedthe developmentofInternetfinance.AsthemainparticipantsanddrivingforceofInternet finance,banksareincreasinglyanxiousabouttheircompetition.Withthechangeof competitionconcept,manybankinginstitutionsnolongerfocusonproductsand services,butpaymoreandmoreattentiontothedevelopmentandmaintenanceofkey customerresources.Forbankinginstitutions,thenumberoflarge-scaleenterprise customerresourcesnotonlydeterminestheleveloftheirprofits,butalsohighlightsthe strengthofenterprisecompetitivenesstoacertainextent.Whoeverhasmorelarge-scale enterprisecustomerresourceshasgreatermarketinfluence.However,comparedwith thegeneralenterprisecustomers,thelargeenterprisecustomerrelationshipneedsa moreprofessionalandcomprehensivemanagementmethod,whichisalsoaproblemfor manybankinginstitutions.Inthispaper,YBank(Jiangxi)astheobject,theuseof literatureresearchandcaseanalysis,YBank(Jiangxi)customerrelationship managementresearch,hopingtoprovidesomeusefulreferenceforbanksinlarge enterprisecustomerrelationshipmanagement.. Firstly,thepaperbrieflyintroducesthepurposeandsignificanceoftheresearch, andexpoundsthebasictheoriesrelatedtothecustomerrelationshipmanagementof largeenterprisesincommercialbanks;Secondly,itanalyzesthecurrentsituationand practiceofcustomerrelationshipmanagementinlargeenterprisesofcommercialbanks athomeandabroad,andfindsouttheproblemsexistingintheimplementation;Finally, byreferringtothesuccessfulexperienceofdomesticandforeigncommercialbanksand combiningwiththeactualsituationofYBank(Jiangxi),thispaperputsforwardseveral suggestionsonthestrategyofcustomerrelationshipmanagementforlargeenterprises ofYBank(Jiangxi),andputsforwardthecorrespondingguaranteeconditionsforthe implementationofthesuggestions.StudyYbank(Jiangxi)theproblemsexistinginthe largeenterprisecustomerrelationshipmanagement(CRM)are:departmentof informationisland,betweenfinancialproductsfailedtofittheneedsofcustomers, financialproductsfailtomeetthedemandoflargecustomers,lackofprofessional abilityofindividualizedproduct,thecustomermanagerandriskawarenessneedstobe III promoted,largeenterprisecustomerrelationshipmanagement(CRM)lacktheholistic thinking.Finally,inviewoftheexistingproblems,mainlyinthelargeenterprise customersegmentation,development,howtoenhancethevalueoflargeenterprise customers,strengthentheconstructionofcustomerecosystemandimprovethe comprehensivecontributionoflargecustomers,andsoon,someexplorationand suggestionsaremade.Howtoputforwardtheproposalofthepaper,theneedtoensure theconditionshavealsomadetheelaboration. Key-words:YBank(Jiangxi);LargeEnterprise;CRMStrategies IV 目录 摘要....................................................................................................................................I Abstract.............................................................................................................................II Contents...........................................................................................................................VI 表目录..........................................................................................................................VIII 图目录.............................................................................................................................IX 第1章绪论.....................................................................................................................1 1.1研究背景.............................................................................................................1 1.2研究目的和意义.................................................................................................2 1.3国内外研究现状.................................................................................................2 1.3.1国外研究现状...........................................................................................2 1.3.2国内研究现状...........................................................................................4 1.4研究内容和方法.................................................................................................5 1.4.1研究内容...................................................................................................5 1.4.2研究方法...................................................................................................5 第2章研究理论基础.....................................................................................................7 2.1大型企业客户及客户关系管理理论.................................................................7 2.2关系营销理论.....................................................................................................8 2.3客户价值理论.....................................................................................................9 第3章Y银行（江西）大型企业客户关系管理现状及问题分析............................10 3.1Y银行（江西）概况.........................................................................................10 3.2Y银行（江西）大型企业客户关系管理现状.................................................11 3.3Y银行（江西）大型企业客户关系管理存在的问题.....................................13 3.3.1部门间存在信息孤岛，金融产品未能契合大客户需求.....................13 3.3.2金融业务未能紧跟大型客户需求，缺少个性化业务.........................14 3.3.3客户经理缺乏沟通能力及风险意识.....................................................15 3.3.4“以客户为中心”的理念未能落地，存在短期功利行为.................17 第4章Y银行（江西）大型企业客户关系管理策略优化........................................18 4.1识别与细分大型企业客户，精准获取客户数据...........................................18 4.1.1识别大型企业客户.................................................................................18 4.1.2细分大型企业客户.................................................................................20 4.2选择与开发大型企业客户，掘取客户最大价值...........................................21 V 4.2.1选择大型企业客户.................................................................................21 4.2.2开发大型企业客户.................................................................................21 4.3提升大型企业客户价值，实现企业与客户双赢.....................................