中国银行XX分行客户关系管理研究.doc

摘要：现阶段，银行竞争体现在对客户尤其是优质客户的竞争上，在此过程中，银行的客户关系管理水平将起着决定性作用。客户关系的核心是“以客户为中心”，通过满足客户的多样化需求，提高客户满意度，进而将客户转化为忠诚客户，实现客户价值最大化。本文的研究目的就是在复杂多变的经济环境下，找出商业银行改善客户关系管理的办法。

　　　本文以中国银行盐城分行为研究对象，以客户关系管理理论为基础，结合相关理论，对中国银行盐城分行的客户关系管理实施现状进行细致深入分析，指出其中存在的问题即缺乏有效客户细分、客户经理制不完善、市场营销体系落后、服务理念滞后、顾客忠诚度低、业务流程效率低下等问题，进而提出相应的改进措施：细化客户分层、优化客户经理制、加强客户沟通、实施差异化营销等。本文既有对中国银行盐城分行有现实的指导意义，也对中国银行的其他分行有借鉴意义。

关键词 中国银行盐城分行；客户关系管理；顾客忠诚度

Abstract：At the present stage, the competition among banks is reflected in the customers, especially high-quality customers competitive, the bank's customer relationship management level will play a decisive role in this process. The core of the customer relationship is a "customer-centric" to meet the diverse needs of customers, improve customer satisfaction, in turn customers into loyal customers, maximize customer value. The purpose of this study is to identify commercial banks in the midst of the economic environment to improve the way of customer relationship management.

　　　In this paper, Yancheng Branch of Bank of China as the research object, based on the theory of customer relationship management, related theory, customer relationship management of the Bank of China, Yancheng Branch status of implementation of detailed in-depth analysis, pointed out the existing problems that the lack of effective thin clientspoints, client manager system is imperfect, poor marketing system, the service concept lag, customer loyalty, inefficient business processes and other issues, and then put forward the corresponding measures for improvement: refined customer segmentation, optimize customer manager system, strengthen customer communication, the implementation of differentiated marketing. This paper not only provides practical guidance to Yancheng Branch of Bank of China, but also provides a reference for other branches of Bank of China.

Keywords  Bank of China Yancheng Branch  CRM  Customer Loyalty

 客户关系管理（Customer Relationship Management）要求中国银行以全面、综合的角度获得客户满意，运用各种渠道与客户建立长久的关系；熟悉顾客忠诚度与客户生命周期理论，并积极与客户进行有效沟通互动；掌握并利用客户信息，了解客户需求，推出符合客户需求的金融产品和服务；不断挖掘潜在的客户，培养客户的需求，维护客户的忠诚度，以人为本对于银行也来说即以客户为中心。客户关系管理是提升我国商业银行竞争能力的需要。

    作者将以CRM理论为基础，结合中国银行盐城分行的CRM实施现状进行分析，探索其中出现的问题，提出力所能及的合理化建议，期冀能对中国银行盐城分行以后CRM改进有些益处，并为同行业CRM实施提供某些借鉴意义。