I 论文题目： 中信银行郑州分行客户关系管理对策研究 学科名称： 工商管理硕士 研 究 生： 张思雨 签 名： 指导教师： 朱宗乾教授 签 名： 摘 要 在社会发展和时代进步的背景之下，金融体制改革也发展进入到了新的时期，这实际 上与我国整体的经济发展水平不断提高之间有着密切的联系，而利率市场化程度的不断 加深也使得存款保险制度的传统业务受到了严重的冲击。在这个过程中，政治经济一体化 程度不断加深的背景的出现，也使得现阶段商业银行的生存发展面临诸多为集合挑战，零 售业务整体所占的比重不断提升，越来越成为世界范围内国际银行发展的关键特征。相关 数据调查显示，在世界范围内，零售银行业务越来越成为商业银行重要的组成部分，这一 贡献比例甚至达到了60%，实际上意味着高层管理者不断加强对零售业务的重视程度。对 我国现阶段银行内部的客户关系管理体系进行分析之后可以发现，信息系统在其中占据 的极其关键的地位，但在这一过程中，理念和具体管理科学还存在落后的问题。在电子商 务和互联网快速发展的背景之下，大数据时代真正到来，这也是现阶段知识经济整体呈现 鲜明特征，经济全球化程度不断加深使得客户指定规则越来越成为必然现象，如何实现技 术与客户关系管理之间的相互结合是当下在社会进步过程中银行必须解决的关键问题。 本次研究主要分为七个章节，采用文献研究法、比较研究法、定量与定性相结合法开 展研究。第一章为绪论。集中介绍本文的背景、意义研究的目的，思路和方法。第二章是 相关概念的界定，包括客户关系管理的相关研究现状和成果。第三章则采取案例分析的方 法，将郑州市中信银行分行作为重要的分析对象，指出现阶段其在客户关系管理过程中存 在的各种问题，并结合实践指出深层次的原因。第四部分则是学习国内外与银行客户关系 管理相关的先进经验和成果，尤其强调对欧美发达国家的学习，明确关系管理的差别，提 出管理启示。第五章为中信银行郑州分行客户关系管理改进方案，本章明确设计的目标、 原则，在这一过程中，客户定位的准确就显得尤其重要，这也是目标方案之所以能够制定 的重要前提。第六章则具体体现在相关方案的提出上，将中信银行郑州分行现阶段的发展 情况作为重要的出发点和观点，并结合我国国情和市场竞争政策提出相关的实施保障，具 体包括人力、资源、文化以及组织等诸多方面的类型保障措施，具有多样化和丰富化的基 本特点。第七章为结论。对本文进行了简要总结。 本文依据中信银行郑州分行的实际情况而作，因此具有较强的普遍性意义和针对性， 将中信银行制作为案例的分析对象，探索其在客户关系管理过程中的现状，并总结其中存 摘要 II 在的各种问题和困境，结合实践情况提出可能的措施，并对其进行必要的探析，希望能够 为我国下一阶段银行客户关系管理能力和水平的提升创造必要的条件，这也是学习欧美 发达国家先进经验的必然结果。 关键词：客户关系管理；客户价值；营销策略；中信银行郑州分行 西安理工大学工商管理硕士专业学位论文 III Title: RESEARCH ON CUSTOMER RELATIONSHIP MANAGEMENT STRATRGY OF CITIC BANK ZHENGZHOU BRANCH Major：Master Of Business Administration Name：Zhang Siyu Signature: Supervisor：Professor Zhu Zongqian Signature: Abstract Under the background of social development and the progress of the times, the reform of financial system has also entered a new era. In fact, it has a close relationship with the continuous improvement of the overall economic development level of our country, and the deepening of the degree of interest rate marketization also makes the traditional business of deposit insurance system seriously impacted. In this process, the emergence of the background of the deepening degree of political and economic integration also makes the survival and development of commercial banks face many collective challenges at this stage, and the proportion of retail business as a whole is constantly increasing, which has increasingly become a key feature of the development of international banks around the world. According to the survey of relevant data, retail banking has become an important part of commercial banks all over the world, and the contribution has even reached 60%. In fact, it means that senior managers have been paying more and more attention to retail business. After analyzing the current customer relationship management system in China's banks, we can find that the information system plays an extremely critical role in it, but in this process, there are still backward problems in the concept and specific management science. Under the background of the rapid development of e-commerce and Internet, the era of big data is really coming, which is also a distinctive feature of the current knowledge-based economy as a whole. With the deepening of economic globalization, customer designation rules are becoming more and more inevitable. How to realize the combination of technology and customer relationship management is a key issue that banks must solve in the process of social progress Key problem. This study is mainly divided into seven chapters, using literature research, comparative research, quantitative and qualitative methods to carry out research. The first chapter is the introduction. This paper focuses on the background, significance of the purpose of research, ideas and methods. The second chapter is the definition of related concepts, including the 西安理工大学工商管理硕士专业学位论文 IV research status and results of customer relationship management. The third chapter takes the method of case analysis, Taking Zhengzhou CITIC Bank branch as an important analysis object, pointing out various problems in the process of customer relationship management at the present stage, and pointing out the deep-seated reasons combined with practice. The fourth part is to learn the advanced experience and achievements related to bank customer relationship management at home and abroad, especially to emphasize the study of developed countries in Europe and America, clarify the differences of relationship management, and put forward management enlightenment. The fifth chapter is the customer relationship management improvement plan of Zhengzhou branch of China CITIC Bank. This chapter clearly defines the design objectives and principles. In this process, the accuracy of customer positioning is particularly important, which is also an important prerequisite for the formulation of the objective plan. The sixth chapter is specifically reflected in the proposal of relevant programs, taking the current development of Zhengzhou branch of China CITIC Bank as an important starting point and point of view, and combining with China's national conditions and market competition policy to put forward relevant implementation safeguards, including human resources, culture, organization and many other types of safeguards, with the basic characteristics of diversification and enrichment. Chapter seven is the conclusion. A brief summary of this paper is given. This paper is based on the actual situation of Zhengzhou branch of China CITIC Bank, so it has strong universal significance and pertinence. It makes China CITIC Bank as the analysis object of the case, explores its current situation in the process of customer relationship management, summarizes various problems and dilemmas in it, puts forward possible measures combined with the practice, and makes necessary analysis on it, hoping to be able to In the next stage, the improvement of the ability and level of customer relationship management of banks in China will create necessary conditions, which is also the inevitable result of learning the advanced experience of developed countries in Europe and America.. Key words: CRM: Customer Value；Marketing Strategy；CITIC Bank Zhengzhou Branch 西安理工大学工商管理硕士专业学位论文 IV 目 录 摘 要 ...... I Abstract . III 1 绪论 ....... 1 1.1 选题背景与意义 ....... 1 1.1.1 选题背景 ........ 1 1.1.2 选题意义 ........ 2 1.2 国内外文献综述 ....... 3 1.2.1 国外研究现状 3 1.2.2 国内研究现状 4 1.3研究内容和目的 ........ 5 1.3.1研究内容 ......... 5 1.3.2研究目的 ......... 5 1.4研究思路和方法 ........ 6 1.4.1研究思路 ......... 6 1.4.2研究方法 ......... 7 2 理论基础 .............................. 9 2.1商业银行客户关系管理 ........................... 9 2.1.1商业银行 ......... 9 2.1.2客户关系 ......... 9 2.1.3客户关系管理 .............................. 10 2.2客户关系管理相关理论 ......................... 11 2.2.1关系营销理论 .............................. 12 2.2.2客户生命周期价值理论 ...........