中小银行私人银行客户关系管理研究——以中信银行 A分行为例 中文摘要
I
中小银行私人银行客户关系管理研究
——以中信银行 A 分行为例
中文摘要
随着国内经济快速增长，居民人均可支配收入达到了前所未有的高度，同时零售
银行已逐渐成为全球金融业竞争的重要领域，多数银行将业务重心转向零售业务，而
零售业务中的私人银欧亿·体育（中国）有限公司务在近几年发展异常迅猛，鉴于私人银欧亿·体育（中国）有限公司务具有高利润率
的特性，致使各家银行对这块市场进行了激烈追逐。但随着欧亿·体育（中国）有限公司竞争的加剧以及客户
需求的提升，现有的客户关系管理模式已略显不足，因此为提高企业竞争力，银行必
须建立起一套完善而高效的客户关系管理体系。

本文以私人银行理论和客户关系管理理论为基础，研究范围为中小银行，结合中
信银行 A 分行实际情况进行分析汇总，先对客户关系管理现状进行了阐述，然后根据
规范性理论分析方法和实证调查与分析方法发现 A 分行存在销售策略缺陷、现有 CRM
需要改进、组织架构改善不明显、客户管理不完善等问题，最后对这些存在的问题给
出了优化建议，认为 A 分行可以通过完善销售策略、优化组织架构等方面改善现有客
户关系管理体系，以达到最终调整私人银欧亿·体育（中国）有限公司务中间业务收入结构的目的。

关键词： 产品 客户 A 分行 私人银行 客户关系管理
作 者：顾开源
指导老师：薛誉华英文摘要 中小银行私人银行客户关系管理研究——以中信银行 A分行为例
II
Research on Customer Relationship Management of Private
Banking of Medium-sized Banks
—Taking China CITIC Bank A Branch as an example
Abstract
With the rapid domestic economic growth, per capita disposable income reached an
unprecedented height, while retail banking has become an important area of global
financial competition. Most banks shift the focus of business to retail operations, while the
private banking business in the retail business has an extraordinarily rapid development in
recent years. Considering that the private banking business has high profit margins, various
banks conduct wildly competition on this market. But with the rapidly growth of industry
competition and customer demands, the management model of existing customer
relationship has become slightly insufficient, so a sound and efficient management system
for customer relationship must be established so as to improve the competitiveness of
enterprises.
This paper is based on the theory of private banking and customer relationship
management, takes small and medium banks as the research scope, carries out an analysis
and summary according to the actual situation of CITIC Bank Branch A, elaborates the
status of customer relationship management first, and finds out the existence of customer
management is imperfect, sales strategy is flawed, the organizational structure is not
improved, the existing CRM needs to improve and other issues according to normative
theory, empirical survey and analysis methods, finally gives some optimistic
recommendations to these issues. It suggests that Branch A can improve the existing
management system for customer relationship in order to achieve the purpose of adjusting
the revenue structure of intermediary business for private banks.
Keywords: Private Banks; Management system for customer relationship; Branch A;
Products; Customers
Written by：Gu Kaiyuan
Supervise by：Xue Yuhua