II 摘要 近年来，随着经济体制改革的逐渐加深，对外开放的步伐不断加快，中国金 融机构的结构也在发生着巨大的变化。商业银行间愈演愈烈的竞争使得客户群体 的不稳定性增加，随之客户流失的可能性也会增加，而客户资源是各大商业银行 的生命线，同时也是提高自身竞争力的重要资源。商业银行的客户关系管理是一 种以客户为中心的银行经营服务理念，对于提高客户满意度、忠诚度具有重要作 用，对于塑造商业银行品牌形象、提高其核心竞争力具有重要价值。随着银行间 同业竞争日益加剧，客户对商业银行的产品和服务提出了更高的要求，促使国内 商业银行必须通过不断完善自身服务体系，满足市场日益个性化、差异化的需 求。为应对挑战，商业银行通过优质的服务和特色的产品来强化客户关系，提高 客户满意度、忠诚度和贡献度，对自身的长远发展也具有现实意义。 本文以LY银行客户关系管理为研究主题，以客户满意度理论、客户忠诚度 理论、客户生命周期理论等作为支撑性理论，并结合LY银行的实际情况，首先 分析了LY银行客户关系管理的现状包括客户资产情况分析、CRM的应用、现 有的营销模式。并通过在LY银行内部针对员工及部分管理人员进行“一对一” 访谈和面向客户开展满意度问卷调查，根据调查结果进行分析，找出LY银行在 客户管理中存在的问题、剖析原因。树立“以客户为中心”的经营理念，提出相 应措施：营造合作、高效、团队的企业文化，差异化服务，加大科技力量投入并 进行金融服务创新，优化客户关系管理系统，重新梳理业务流程，加强员工队伍 建设。通过对以上问题的解决，总结出结论，并给出下一步继续推进LY银行客 户关系管理的提出相应的建议与对策。 关键词：客户关系管理，LY银行，差异化 论文类型：应用类 选题来源：其他 ABSTRACT IV ABSTRACT Inrecentyears,withthegradualdeepeningofeconomicreformandthepaceof openingup,thestructureofChina'sfinancialinstitutionshasundergonetremendous changes.Increasingcompetitionamongcommercialbankshasincreasedtheinstability ofthecustomerbase,andthelikelihoodofcustomerlosshasincreased.Customer resourcesarethelifebloodofmajorcommercialbanksandimportantresourcesto improvetheircompetitivenessmercialbankcustomerrelationshipmanagementis acustomer-centricbankingoperationserviceconcept,whichplaysanimportantrolein improvingcustomersatisfactionandloyalty,andhasasignificantvalueinshapingthe brandimageofcommercialbanksandimprovingtheircorecompetitiveness.Withthe increasingcompetitionamongbanks,customershaveputforwardhigherrequirements forcommercialbanks'productsandservices,promptingdomesticcommercialbanksto continuouslyimprovetheirservicesystemstomeettheincreasinglypersonalizedand differentiatedneedsofthemarket.Inordertomeetthechallenges,commercialbanks strengthencustomerrelationshipsthroughhigh-qualityservicesanddistinctive products,improvecustomersatisfaction,loyaltyandcontribution,andhavepractical significancefortheirlong-termdevelopment. ThispapertakesLYBank'scustomerrelationshipmanagementastheresearch theme,andusescustomersatisfactiontheory,customerloyaltytheory,andcustomer lifecycletheoryassupportingtheories.BasedontheactualsituationofLYBank,this paperfirstanalyzesthecurrentsituationofLYBank'scustomerrelationship managementIncludingcustomerassetanalysis,CRMapplication,existingmarketing model.Italsoconducted“one-on-one”interviewswithemployeesandsome managerswithinLYBankandconductedcustomersatisfactionquestionnairesurveys, andanalyzedtheresultsbasedonthesurveyresultstofindouttheproblemsand reasonsforLYBank’scustomermanagement.Establisha"customer-centric" businessphilosophy,andproposecorrespondingmeasures:buildacooperative, efficient,team-basedcorporateculture,differentiatedservices,increaseinvestmentin scientificandtechnologicalforcesandcarryoutfinancialserviceinnovation,optimize customerrelationshipmanagementsystems,andreorganizebusinessprocesses Strengthentheconstructionoftheworkforce.Bysolvingtheaboveproblems,the ABSTRACT V conclusionisconcluded,andthenextstepistogivecorrespondingsuggestionsand countermeasurestocontinuetoadvanceLYBank'scustomerrelationshipmanagement. Keywords:Customerrelationshipmanagement,LYbank,Differentiation 目录 VI 目录 第一章绪论..................................................................................................1 第一节研究背景与意义.............................................................................................1 一、研究的背景.......................................................................................................1 二、研究的意义.......................................................................................................1 第二节国内外研究现状.............................................................................................2 一、国外研究现状...................................................................................................2 二、国内研究现状...................................................................................................3 第三节研究内容和研究方法.....................................................................................4 一、研究内容...........................................................................................................4 二、研究方法...........................................................................................................5 第二章相关理论概述..................................................................................7 第一节客户关系管理概述.........................................................................................7 一、客户关系管理的内涵.......................................................................................7 二、客户关系管理对银欧亿·体育（中国）有限公司的作用......................................................................8 第二节客户关系管理相关理论.................................................................................8 一、客户满意理论...................................................................................................8 二、客户忠诚度理论...............................................................................................9 三、关系营销理论...................................................................................................9 四、客户生命周期理论.........................................................................................10 第三章LY银行客户关系管理概况...........................................................11 第一节LY银行概况与市场环境分析.....................................................................11 一、LY银行概况....................................................................................................11 二、LY银行市场环境分析..................................................................................12 第二节LY银行客户关系管理现状.........................................................................13 一、LY银行客户资产状况分析.........................................................................13 二、目前CRM系统的应用...................................................................................15 三、现有的营销模式...........................................................................................16 第四章LY银行客户关系管理存在的问题及原因分析.........................17 第一节客户关系管理个人访谈...............................................................................17 一、访谈人员.........................................................................................................17 二、访谈问题.........................................................................................................18 目录 VII 第二节客户关系管理问卷调查...............................................................................18 一、LY银行客户满意度调查问卷表...................................................................18 二、调查问卷发放与收回.....................................................................................19 三、LY银行客户满意度调查问卷分析...............................................................19 第三节LY银行客户关系管理存在的问题.............................................................21 一、前台业务压力过大影响员工积极性............................................................21 二、“无差别”客户服务、产品单一................................................................