伴随着我国经济的快速发展，居民可支配收入的增加。人们的金融需求愈发 强烈。在新经济常态下，金融行业环境发生了巨大改变，各类商业银行迅速崛起， 面对激烈的金融竞争环境，商业银行必须采取措施，应对新经济新常态下的各类 挑战。 在缺乏金融创新，产品同质化愈加严重的今天，客户关系是商业银行能够健 康持续发展的核心动力。如果商业银行不从内部创新，是很难在竞争中取得有利 地位的。本文研究的商业银行核心竞争力就是客户关系管理。商业银行应通过提 升客户满意度，维护客户忠诚，降低客户流失率，优化获客渠道等方式，建立与 客户的黏性，实现客户与商业银行的双赢。良好的客户关系可以为银行带源源不 断的利润，是商业银行保障自身竞争能力的关键，具有重要的战略意义。 本文通过对光大银行N支行的现有的业务类型、客户管理、客群分类几方 面介绍了光大银行N支行的个人客户关系管理现状。通过对个人客户关系管理 现状进行分析，提出具体的改善措施。 本文在第一章，首先阐述了研究背景和研究意义，以及国内外研究现状。第 二章中，本文对客户关系理论，包括客户价值理论、客户保持理论、客户满意度 理论、客户忠诚理论等进行了理论分析。第三章中，本文介绍了光大银行N支 行的客户关系管理现状及其客户管理工作的实施情况。并对N支行的个人客户 关系管理过程中存在的实际问题进行分析。并指出这些问题产生的原因。第四章 中，本文提出了N支行对于存在的问题应采取的优化改进措施，从经营理念的 提升，到业务流程的重塑和改进，以及采取措施提升员工的客户营销与维护能力， 满足客户需求和期望，对客户信息进行收集和分析等方面，全方位、多维度的对 N支行的客户关系管理工作进行改进优化。第五章中，本文提出了对N支行客 户关系管理工作的保障措施，从不同方面着手为N支行客户关系管理工作保驾 护航。最后，本文对全文进行了总结与展望。 本文的目的在于通过对新时代商业银行个人客户管理关系的研究，对目前商 业银行个人客户关系管理中出现的问题进行总结，并针对性的提出改善措施。通 过对光大银行N支行的示例，为国内其他商业银行也提供一些可以借鉴的思路。 关键词：个人客户关系管理；光大银行；客户期望；客户服务 II Abstract WiththerapiddevelopmentofChina'seconomy,theincreaseofresidents' disposableincome.People'sfinancialneedsaregettingstronger.Underthenew economicnormal,theenvironmentofthefinancialindustryhaschangedgreatly,and variouscommercialBankshaverisenrapidly.Facingthefiercefinancialcompetition environment,commercialBanksmusttakemeasurestocopewithvariouschallenges intheneweconomyandnewnormal. Intoday'slackoffinancialinnovationandincreasinglyseriousproduct homogeneity,customerrelationshipisthecorepowerforthehealthyandsustainable developmentofcommercialBanks.IfcommercialBanksdonotinnovatefromwithin, itisdifficulttogainanadvantageouspositioninthecompetition.Thecore competenceofcommercialBanksiscustomerrelationshipmanagement.By improvingcustomersatisfaction,maintainingcustomerloyalty,reducingcustomer turnoverrate,optimizingcustomeracquisitionchannelsandothermeans,commercial Bankshaveestablishedthestickinesswithcustomersandachievedawin-win situationbetweencustomersandcommercialBanks.Goodcustomerrelationshipcan bringcontinuousprofitsforBanks,whichisthekeyforcommercialBankstoprotect theircompetitivenessandhasimportantstrategicsignificance. Thispaperintroducesthecurrentsituationofpersonalcustomerrelationship managementofEverbrightbankNsub-branchintermsoftheexistingbusinesstypes, customermanagementandcustomerclassification.Throughanalyzingthecurrent situationofpersonalcustomerrelationshipmanagement,thispaperputsforward specificimprovementmeasures. Inthefirstchapter,thispaperfirstdescribestheresearchbackgroundand significance,aswellastheresearchstatusathomeandabroad.Inthesecondchapter, thispaperanalyzescustomerrelationshiptheory,includingcustomervaluetheory, customerretentiontheory,customersatisfactiontheory,customerloyaltytheoryand soon.Inthethirdchapter,thispaperintroducesthepresentsituationofcustomer relationshipmanagementofEverbrightbankNbranchandtheimplementationof customermanagement.andanalyzesthepracticalproblemsexistingintheprocessof personalcustomerrelationshipmanagementofNbranch.Andpointoutthecausesof theseproblems.Inthefourthchapter,thispaperputsforwardtheoptimizationand III improvementmeasuresthatNbankshouldtakefortheexistingproblems,fromthe promotionofbusinessphilosophytotheremodelingandimprovementofbusiness processes,aswellasmeasurestoimprovestaff'scustomermarketingandmaintenance capabilities,meetcustomerneedsandexpectations,collectandanalyzecustomer informationandsoonprehensivelyandmulti-dimensionallyimproveand optimizethecustomerrelationshipmanagementofNbranch.Inchapter5,thispaper putsforwardthesafeguardmeasuresforthecustomerrelationshipmanagementofN bank,andstartstoescortthecustomerrelationshipmanagementofNbranchfrom differentaspects.Finally,thispapersummarizesandlooksforwardtothefulltext. Thepurposeofthispaperistosummarizetheproblemsexistinginthepersonal customerrelationshipmanagementofcommercialBanksinthenewerathroughthe researchonthepersonalcustomermanagementrelationshipofcommercialBanks, andputforwardspecificimprovementmeasures.ThroughtheexampleofEverbright bankNsub-branch,someideascanbeusedforreferenceforothercommercialBanks inChina. Keywords:Personalcustomerrelationshipmanagement;Everbrightbank;Customer expectations;Customerservice IV 目录 第1章绪论................................................................................................................1 1.1选题背景及研究目的......................................................................................1 1.1.1选题背景...............................................................................................1 1.1.2研究目的及意义...................................................................................2 1.2国内外研究现状..............................................................................................2 1.2.1国内研究现状.......................................................................................2 1.2.2国外研究现状.......................................................................................3 1.3研究内容及方法..............................................................................................3 1.3.1研究内容及思路...................................................................................3 1.3.2研究方法...............................................................................................5 第2章客户关系管理基础理论..................................................................................6 2.1客户关系管理概述..........................................................................................6 2.2客户关系管理理论..........................................................................................7 2.2.1客户价值理论.......................................................................................7 2.2.2客户保持理论.......................................................................................8 2.2.3客户满意度理论...................................................................................8 2.2.4客户忠诚度理论...................................................................................9 2.2.5关系营销理论.......................................................................................9 第3章N支行个人客户关系管理现状及问题分析.................................................11 3.1N支行简介....................................................................................................11 3.2N支行个人客户关系管理实施情况............................................................11 3.2.1客户分类.............................................................................................11 3.2.2客户分类管理.....................................................................................12 3.2.3客户差异化服务.................................................................................13 3.3N支行个人客户关系管理存在的问题........................................................14 3.3.1客户管理工作创新不足.....................................................................15 3.3.2业务流程相对繁琐.............................................................................16 3.3.3员工的客户营销能力有待提升.........................................................17 3.3.4客户