摘要
客户关系管理(CRM)是一种高效的客户经营管理手段,是“以客户为中心”
经营理念的具体体现,是通过协调〔改进与顾客间在销售、营销和服务上的交互,
从而提升客户管理精细化水平,拉近与客户间的感情,实现吸引新客户、保留老
客户,并将已有客户转化为忠实客户,以此提升企业的盈利能力。在中国新常态
金融经济不断创新发展的促进下,银行为何要做客户关系管理优化开发;为何其
他银行产品收益高一点本行产品就无法对接;为何其他银行品种多一点客户资金
又转出了;为何同样风险的产品,其他银行推荐的客户就愿意购买和客户经营的
困惑;为何客户忠诚度低等重要原因就是客户关系管理不到位。然而网络科技的
迅猛发展在金融市场日益激烈的竞争下,如何赢得客户,如何占据每个银行间市
场的基本策略的最大份额,如何使用客户关系管理(CRM)的优化定位各客户群
体,借助先进的信息技术工具的帮助下提供金融产品和服务,以满足不同客户的
需求,实现双赢的客户和BANK,这是兴业银行CIB分行的最首要的目标

客户关系管理优化目标在于改造银行相关业务流程,使得银行的内部方面:
进行经营建立全行零售业务人员的基本信息、岗位准入、分层,人员晋升及薪酬
体系的管理,为标准化核算人力固定薪酬、绩效工资,总行合理控制全行零售人
员成本提供了强有力的支持。同时也为总分行规范零售业务营销考核的方式、方
法,汇总零售条线各业务的数据,以人员为单位进欧亿·体育（中国）有限公司绩展现。提供模拟利润、
经济资本成本和经济增加值得展示和指标管理,为全行零售业务考核提供数据

而在外部方面:商业银行通过优化客户关系方面的管理,最终目标是提高银行经
营绩效,较为经常选择的方式为将具有创意的服务或产品逐步推出来,同时,加
强同客户之间的沟通与交流,从而影响客户日常行为,挖掘并培养价值比较高的
客户。此外,银行也可以借助于优化客户关系方面的管理,将新活力引入到银行
体系中

在创新常态下的竞争中,兴业银行CIB分行的优化系统研发时间并不长,只
有短短的2年时间左右,而本人也在此工作八年时间了;但是伴随中国经济和创
新金融领域的高速发展,也步入了成熟的发展轨道,并不断优化核心技术。通过
CIB兴业银行研究的行为,在客户关系管理系统的详细讨论的内容上,在描述的
I
、
、
- 历史进程中,提高客户发展理论的管理,在现有的管理系统存在的问题上,在零
售银行客户关系分析的思路、建设和优化方面上作为参考客户关系管理方法的成
.
功切入点;作者提出了系统零售银行客户的管理改进的方法和重点放在体化脅与 _
.
客户价值管理现有的客户关系管理体系,在管理客户需求方面上,理念管理客户
尺寸;以维持基础上,加强和改善客户关系,建立信息管理系统;从客户和大数
据分析为起点,对客户进行分类与细分,从而是银行能够方便客户信息的处理,
是客户基本需求与产品更加配套

目前兴业银行CIB分行根据具体现状,收集并整理了当前银行内部的基本情
况以及遇到的现实问题,银行在进行该理论运用的过程中应实施怎样的行为,从
而让银行清楚明确该理论的内涵与外延,同时指出运用差别化以及互动式的管理
手段进行管理,搭建云平台作为信息交互平台,改革银行以往的组织结构以及背
销机制,由于银欧亿·体育（中国）有限公司面临着各方各面的压力,因而银行只要具备忠实的客户以及
不断提升的核心竞争水平,才可依在该种竞争面前得心应手。借助于该项研宄,
客户关系管理系统的完善、兴业银行CIB分行的建设和为优化系统的实施思路操
作。加强和改善银行的客户关系管理的状态,兴业银行CIB分行将加大对银欧亿·体育（中国）有限公司
中市场的竞争力和影响力。针对于经营的理念以及服务平台,本文提出有关对策,
从而使管理客户所面临的各种阻力尽量减小,分别通过研宄与分析新型银行CIB
分行在CRM体系的构建、现状的分析以及管理客户关系的思路等,试图揭示其在
客户关系管理优化方面存在的问题,并提出自己的建议与优化运用

本文的主要研宄内容如下:首先概述了客户关系管理产生的背景、目的与意
义、客户关系管理的发展现状以及本文的研宄方法和框架等;其次,以兴业银行
CIB分行为研究对象,概述兴业银行CIB分行发展状况,重点对其客户关系管理
的情况作了阐述;通过利用营销分析工具如PEST分析法、文献分析法、统计分
析法等对兴业银行CIB分行所处的技术环境、营销环境、客户产品持有率作了分
析,指出兴业银行CIB分行加强客户关系管理的建设重要性;再次发现兴业银行
CIB分行客户关系管理存在的问题,并针对这些问题,结合相关理论、理念提出
建议与对策

关键词:客户关系管理;兴业银行CIB分行;CRM系统优化
II Abstract
Customer relationship management (CRM) is an efficient means of
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customer management, is a customer-centric”&39;business philosophy
embodied, through coordination, improve and customer sales, marketing and
service interaction, thereby enhancing the customer Management of the
level of refinement, closer to the feelings between customers, to attract
new customers, to retain the old customers, and existing customers into
loyal customers, in order to enhance the profitability of enterprises.
In the new normal financial economy in China under the continuous
development of innovation, why banks to do customer relationship
management to optimize the development of why the other bank products,
a little higher income products can not dock; why other bank varieties
and a little more customer funds out; Why the same risk of the product,
other banks recommended customers are willing to buy and customer
management confusion; why customer loyalty is an important reason is that
customer relationship management is not in place. However, the rapid
development of network technology in the increasingly fierce competition
in the financial market, how to win customers, how to occupy each bank
market, the largest share of the basic strategy, how to use customer
relationship management (CRM) to optimize the positioning of customer
groups, with advanced With the help of information technology tools to
provide financial products and services to meet the needs of different
customers to achieve a win-win customers and BANK, which is the Bank of
China CIB branch of the most important goal〇
Customer relationship management optimization goal is to transform
the bank-related business processes, making the bank&39;s internal aspects:
to carry out the establishment of the Bank&39;s retail business personnel
basic information, job access, stratification, personnel promotion and
ill
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performance pay, the head office reasonable control of the cost of
retailers
_ to provide a strong support. But also for the general branch
of the retail business marketing assessment of the way, methods, summary
of the retail line of business data to personnel as a unit to show
performance. Provide simulation profits, economic capital costs and
economic growth worth showing and index management, for the Bank’s retail
business assessment to provide data. In the external context: commercial
banks through the optimization of customer relationship management, the
ultimate goal is to improve the bank’s business performance, more often
choose the way for the creative services or products will be gradually
introduced at the same time, strengthen communication with customers and
Exchange, thus affecting the daily behavior of customers, mining and
training prices Value is relatively high customer. In addition, banks can
also use the optimization of customer relationship management, the new
vitality into the banking system

In the competition under the normal competition, the optimization
system of the CIB branch of Industrial Bank is not:丄ong,only a short two
years or so, and I have been working here for eight years; but with the
Chinese economy and innovation in the field of finance High-speed
development, but also entered a mature track of development, and continue
to optimize the core technology. Through CIB Industrial Bank research
behavior, in the content of the detailed discussion of the customer
relationship management system, in the process of describing the
historical process, the management of customer development theory is
improved. In the existing management system, the retail banking customer
relationship The author puts forward the method of improving the
management of the system retail bank customers and focuses on optimizing
the existing customer relationship management system which is involved
IV
-
in the customer value management. In this paper, the author analyzes the
existing custo