摘要
随着经济全球化的发展，国内银行业经营环境发生了翻天覆地的变化，传统国有
大行、股份制、城商行优化布局的同时，花旗、渣打、汇丰等境外银行也不断涌入，
同时，在大数据时代背景下，互联网金融行业发展的更是迅速，再加上受到众多因素
的影响，银行的竞争对手越来越多，而行业之间的竞争其实就是客户的竞争，商业银
行必须在获得大量客户的基础上才可以发展。
鉴于此，本文以 Z支行为研究对象，采取网络问卷调研与深度访谈法，研究其客
户关系管理现状、存在的问题并提出优化对策。Z支行作为 Y银行网点，在长期的客
户关系管理中存在客户关系维护不够、产品及服务缺少差异化、客户拓展渠道单一、
客户管理系统不完善等问题，本文针对其问题将依据客户关系管理理论并结合企业实
际，提出优化对策，希望对完善 Z支行的客户关系管理提供有益指导，同时也供其他
支行参考。
论文主要结论：（1）银行急需转变客户管理理念，构建“大数据思维”。（2）
优化客户管理系统对银行提高顾客满意度有重要意义。（ 3）提供差异化的产品及服
务有利于提升银行提高竞争力。（4）建立客户信息动态数据库，有利于银行对顾客
个性化营销和价值进行评估。
论文创新之处：（1）从研究方法上，本文采用定性与定量分析法。这些方法的
应用将能够使得本文的研究变得更具学术性和实践意义。（ 2）研究内容上本文以 Y
银行 Z支行为研究对象，对其客户关系管理进行优化。本文为相关领域的研究提供了
新的素材和案例，研究案例新颖，具有一定创新性。
关键词：商业银行；客户关系管理；客户价值；优化
I

ABSTRACT
With the development of economic globalization, the operating environment of the
domestic banking industry has undergone earth-shaking changes. While the traditional
state-owned banks, joint-stock banks, and city commercial banks have optimized their
layout, overseas banks such as Citi, Standard Chartered and HSBC have also continued to
flood in. In the context of the era of big data, Internet finance has sprung up and its
development momentum is swift and violent. Under the superposition of many factors, the
competition among banks has become increasingly fierce. Fundamentally, the goal of
competition among banks is to compete for customers, and customers are the cornerstone of
the development of commercial banks.
In view of this, this article takes Z-branch behavior research object, adopts network
questionnaire survey and in-depth interview method to study the current situation and
existing problems of customer relationship management and proposes optimization
countermeasures. As a branch of Bank Y, Z branch has problems such as insufficient
customer relationship maintenance, lack of differentiation in products and services, single
customer expansion channels, and imperfect customer management system in the long-term
customer relationship management. This article will address its problems based on
customer relationship management theory Combining the actual situation of the company, it
proposes optimization countermeasures, hoping to provide useful guidance for improving
the customer relationship management of the Z branch, and also for reference by other
branches.
The main conclusions of the paper: (1) Transform the concept of customer
management and build a "big data thinking". (2) Optimize the customer management
system. (3) Provide differentiated products and services. (4) Establish a dynamic database
of customer information.
The innovation of the paper: (1) From the research method, this paper adopts
qualitative and quantitative analysis methods. The application of these methods will make
the research of this article more academic and practical. (2) Research content This article
uses the research object of Bank Y's Z branch behavior to optimize its customer
relationship management. This article provides new materials and cases for research in
related fields. The research cases are novel and innovative.
Keywords: Commercial Bank; Customer Relationship Management; Customer Value;
Optimization
III

目录
摘要..........................................................................................................................................I
Abstract...................................................................................................................................II
第一章绪论...................................................................................................................... - 1 -
1.1课题研究的背景与意义...................................................................................... - 1 -
1.1.1研究的背景................................................................................................ - 1 -
1.1.2研究的意义................................................................................................ - 2 -
1.2国内外研究现状.................................................................................................. - 3 -
1.2.1国外研究现状............................................................................................ - 3 -
1.2.2国内研究现状............................................................................................ - 4 -
1.2.3文献评述.................................................................................................... - 6 -
1.3研究内容和方法.................................................................................................. - 6 -
1.3.1研究内容.................................................................................................... - 6 -
1.3.2研究方法.................................................................................................... - 7 -
1.4创新点与技术路线.............................................................................................. - 7 -
1.4.1论文创新之处............................................................................................ - 7 -
1.4.2技术路线.................................................................................................... - 9 -
第二章相关概念及理论基础........................................................................................ - 11 -
2.1相关概念............................................................................................................ - 11 -
2.1.1客户关系管理.......................................................................................... - 11 -
2.1.2客户满意.................................................................................................. - 11 -
2.1.3客户忠诚.................................................................................................. - 11 -
2.1.4二八定律.................................................................................................. - 12 -
2.2客户关系理论基础............................................................................................ - 12 -
2.2.1关系营销理论.......................................................................................... - 12 -
2.2.2客户生命周期理论.................................................................................. - 13 -
2.2.3客户终身价值理论.................................................................................. - 13 -
2.2.4客户满意度理论...................................................................................... - 14 -
第三章 Y银行 Z支行营销环境分析............................................................................- 15 -
3.1宏观环境分析..................................................................................................... - 15 -
3.1.1经济环境分析.......................................................................................... - 15 -
3.1.2政治环境分析.......................................................................................... - 15 -
V
。。。以下略