我国金融业近年来迈大了发展步伐，整个市场的开放程度越来越高，金融机构数量 不断增加，但从整体情况看，行业增长速度较为缓慢。在抢占市场份额过程中，各大金 融机构以多种方式争夺客户，如果能保证客户群的稳定，抑或是增加优质客户数量，银 行就能获得更高的经济效益，在行业内产生较强的影响力，实现可持续发展。为了稳定 并吸引客户，银行要把客户关系管理作为核心工作来抓，丰富产品类型，提升服务层次， 增强客户满意度。 本课题以GZ银行作为研究对象，运用文献研究、问卷调查法、访谈法和案例研究 法，对该银行客户关系管理存在的问题进行剖析。研究过程中结合自己在该银行工作几 年的实践观察和思考，运用所学的市场营销相关理论，对该银行在客户关系管理措施上 存在的问题，进行分析并提出改进意见。通过对该银行的实地调查分析，提炼出主要存 在的问题有：（1）客户数据质量差；（2）未以客户为中心；（3）客户管理不到位； （4）客户流失率较高；（5）服务同质化严重。通过分析，GZ银行存在上述问题的主要 原因是CRM系统不完善、金融科技应用不足及服务体系不完善。 针对以上的问题，提出了相应的对策和建议，主要有：（1）完善客户信息管理； （2）精准对接客户需求；（3）加强客户互动管理；（4）实施客户关怀策略；（5）实 施金融服务定制。 研究中，针对以上提出的客户关系管理策略，具体实施中需要哪些条件及其配套制 度，文章中也进行了探讨。本文的研究，对解决GZ银行客户满意度及客户关系质量的 提高等方面具有较好的现实意义。 关键词：GZ银行；客户关系管理；策略优化 IV Researchontheoptimizationofcustomerrelationshipmanagement strategyofGZbank Abstract Inrecentyears,financialservicesinChinahavebloomedinrecentyear,theopennessof thewholemarketisgettinghigherandhigher,andthenumberoffinancialinstitutionsis increasing.However,onthewhole,thegrowthrateoftheindustryisrelativelyslow.Inthe processofseizingmarketshare,majorfinancialinstitutionscompeteforcustomersina varietyofways.Iftheycanensurethestabilityofthecustomerbaseorincreasethenumberof high-qualitycustomers,bankscanobtainhighereconomicbenefitsandhavestronginfluence intheindustry,whichistheprerequisiteforachievingsustainabledevelopment.Inorderto stabilizeandattractcustomers,banksshouldtakecustomerrelationshipmanagementasthe corework,enrichproducttypes,improveservicelevelandenhancecustomersatisfaction. ThispapertakestheGZbankastheresearchobject,theGZbankcustomerrelationship managementproblemsareanalyzedbyusingthemethodsofliteratureresearching,practice surveyanalysis,interviewingandcasestudyingbinedwithauthor’sownwork experiencesinthebankforseveralyearsofpracticalobservationandthinking,andthe marketing-relatedtheory,theauthorinvestigatespossibleproblemsinthecustomer relationshipmanagementandgivessomesuggestionstoimprovethecustomerrelationship management.Basedon-the-spotinvestigation,majorproblemsarediscovered: (1)Poorqualityofcustomerdata. (2)Notcustomer-centried. (3)DeficientCustomermanagement. (4)Highcustomerchurnrate. (5)Seriousservicehomogeneity. V Throughanalysis,themainreasonsfortheaboveproblemsinGZBankaretheimperfect CRMsystem,theinsufficientapplicationoffinancialtechnologyandtheimperfectservice system. Toaddressaboveproblems,theauthorproposesfollowingstrategies: (1)Improvecustomerinformationmanagement. (2)Meetcustomer’sdemandsprecisely. (3)Strengthencustomerinteractionmanagement. (4)Implementcustomercarestrategy. (5)Implementcustomizedfinancialservices. Inthisresearch,therealisticconditionsandpoliciesrequiredbyabovestrategiesarealso discussedindetails.Thepurposeofthisstudyistounderstandpossibleproblemsincustomer relationshipmanagementofGZbankandtoproposestrategiesforimprovementincustomer satisfactionandmanagement. KeyWords:GzBank；CustomerRelationshipManagement；StrategyOptimization VI 目录 第1章绪论...............................................................................................................................1 1.1研究背景及意义...........................................................................................................1 1.1.1研究背景............................................................................................................1 1.1.2研究意义............................................................................................................1 1.2文献综述......................................................................................................................2 1.2.1国内文献综述...................................................................................................2 1.2.2国外文献综述...................................................................................................3 1.2.3国内外文献述评...............................................................................................5 1.3研究内容与方法..........................................................................................................5 1.3.1研究内容............................................................................................................5 1.3.2研究方法............................................................................................................6 第2章研究理论基础...............................................................................................................7 2.1相关概念.......................................................................................................................7 2.1.1客户关系管理的概念及内涵............................................................................7 2.1.2客户维护策略....................................................................................................8 2.2关系营销理论..............................................................................................................9 2.3满意度与忠诚度理论..................................................................................................9 2.3.1客户满意度........................................................................................................9 2.3.2客户忠诚度......................................................................................................10 第3章GZ银行客户关系管理现状分析................................................................................11 3.1GZ银行概况...............................................................................................................11 3.1.1GZ银行简介....................................................................................................11 3.1.2GZ银行组织架构............................................................................................11 3.1.3GZ银行主要金融产品....................................................................................12 3.2GZ银行客户关系管理的现状...................................................................................13 3.2.1GZ银行客户关系管理策略的现状................................................................13 3.2.2GZ银行客户关系管理系统使用的现状........................................................13 第4章GZ银行客户关系管理存在的问题及原因分析.........................................................14 4.1GZ银行客户关系管理调查问卷设计及结果分析...................................................14 4.1.1调查问卷的设计与实施..................................................................................14 4.1.2问卷数据的分析与结论..................................................................................15 4.2GZ银行客户关系管理存在的问题分析...................................................................22 4.2.1客户数据质量差.............................................................................................22 4.2.2未以客户为中心.............................................................................................23 VII 4.2.3客户管理不到位.............................................................................................23 4.2.4客户流失率较高.............................................................................................24 4.2.5服务同质化严重.............................................................................................24 4.3GZ银行客户关系管理问题的原因分析...................................................................25 4.3.1CRM系统不完善...............