学 校 代 码
密级
中图分类号
UDC
硕士学位论文
MASTERDISSERTATION
论文题目J 银行个人客户关系管理优化研究
（中文）
论文题目Research on Individual Customer Relationship
（英文）Management Optimization of J Bank
作 者 程蓉晖导师 陆淳鸿
申请学位工商管理硕士 学院名称工商管理
学科专业工商管理 研究方向营销管理
2022 年 5 月独 创 性 声 明
本人声明所呈交的论文是我个人在导师指导下进行的研究工作及
取得的研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，
论文中不包含其他人已经发表或撰写的研究成果，也不包含为获得江
西财经大学或其他教育机构的学位或证书所使用过的材料。与我一同
工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并
表示了谢意。
签名： 日期： 2022 年 5 月 23 日
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签名：导师签名：日期：2022 年 5 月 23 日 J 银行个人客户关系管理优化研究
摘 要
在利率市场化以及互联网迅速发展的大背景下，商业银行之间的竞争也日趋白热
化。互联网时代信息传播速度快，消除了银行与客户间的信息不对称问题，而银行间金
融产品同质化，使得银行机构从最初的金融产品竞争过渡到服务竞争，到现阶段已演变
为客户资源抢夺战。各商业银行的运营理念在新经济环境影响下出现了巨大的改变，“以
产品为中心”的经营理念不再，由于客户在信息时代选择产品和服务的成本低，“以客
户为中心”理念开始盛行。特别自 2020 年以来受新冠疫情等多重因素影响，中国经济
增长中的不确定性加剧，经济发展的增量空间进一步萎缩，导致银行之间对优质资产的
争夺愈发激烈。再加上线上平台、客户端等业务急速发展，顾客无需在银行网点即可迅
速办理所需业务，商业银行拓展客户、维系顾客的形式也在逐渐转变，怎样获取更多的
优质客户，也成为了各银行所需要考虑的问题。
客户关系管理成为了商业银行机构中核心的竞争力，在日趋复杂激烈的商业环境
中，逐渐受到业内的重视并在实践中被广泛地运用。J银行作为地区金融市场中重要的
商业银行之一，同样面临着复杂的竞争环境，抢夺客户资源是其重要的战略手段。但 J
银行的目前客户关系管理制度较为落后，在客户维护与资源挖掘上还存在着许多问题，
这些都阻碍着其业务的发展。因此，开展 J 银行个人客户关系管理优化研究具有非常重
要的实践意义。
本文选择J 银行的个人客户作为研究对象，对其客户关系管理的具体情况开展研究。
先是对客户关系管理相关理论进行整理，再结合 J 银行实际情况开展分析，并采取调查
问卷与银行员工访谈的方式，对 J 银行 300 位个人客户，以及 15 名 J 银行内部员工进行
调查。收集问卷与访谈笔录后，对相关数据进行汇总并开展研究，找到了 J 银行在客户
关系管理方面存在的主要问题。在研究与对比了同业机构先进做法再结合 J 银行的实际
情况后，提出了适合 J 银行的客户关系管理优化策略，希望能为后续研究与工作人员提
供参考。
关键词：J银行；客户关系管理；个人客户
I Abstract
Abstract
Under the background of national interest rate liberalization and the vigorous
development of the Internet, the competition among banks tends to be white-hot. The rapid
dissemination of information in the Internet era has eliminated the information asymmetry
between banks and customers, and the serious homogeneity of financial products among
banks has made banking institutions transition from the initial competition of financial
products to high-quality service competition, which has evolved into a battle for customer
resources at the present stage. Under the influence of the economy and the Internet, the
business philosophy of commercial banks has undergone earth-shaking changes. The
traditional "product-centered" development philosophy of banks is no longer applicable in the
era of information explosion. Due to the low cost for customers to choose products and
services, the new concept of "customer-centered" has become popular. In particular, since
2020, due to the impact of COVID-19 and other factors, uncertainties in China;s economic
growth have intensified and the incremental space for economic development has further
shrunk, which has led to increasingly fierce competition among banks for high-quality assets.
In addition, with the rapid development of online platforms and client services, customers can
quickly handle the business they need without going to bank outlets, and the way banks
maintain and expand customers has also been changed. How to win more high-quality
customers has become a problem that commercial banks must think about.
The ability to manage customer resources has become the core competitiveness of
commercial banks, which leads to a new concept of "customer relationship management", and
in the increasingly complex and fierce business environment and the competition, gradually
attracted the attention of the industry and has been widely used in practice. As one of the
important commercial banks in the regional financial market, Bank J is also faced with
complex business and economic environment, so grabbing customer resources is its important
strategic means. However, the current customer relationship management system of Bank J is
relatively backward, and there are still many problems in customer maintenance and resource
mining, which hinder the development of its business. Therefore, it is of great practical
significance to carry out the research on the optimization of personal customer relationship
management of J Bank.
This article selects the individual customers of J Bank as the research object to study the
specific situation of its customer relationship management. In this thesis, the relevant theories
of customer relationship management are sorted out and then the current situation of J Bank is
II J 银行个人客户关系管理优化研究
analyzed. In addition, 300 individual customers of J Bank and 15 internal employees of J
Bank are investigated by means of customer questionnaire survey and employee interview.
After collecting questionnaires and interview transcripts, relevant data were summarized and
studied, and the main problems existing in customer relationship management of J Bank were
found. After studying and comparing the advanced practices of the same industry institutions
and combining with the current situation of J Bank, the optimization strategy of customer
relationship management suitable for J Bank is proposed, hoping to provide reference for
subsequent research and staff.
Key Words: J Bank; customer relationship management; individual customers.
III