：我国金融市场的发展环境日益严峻，商业银行之间的竞争更 加激烈。从金融属性的角度看，商业银行的本质更注重服务。银行客 户资源的竞争导致VIP客户的选择空间不断扩大，VIP客户关系管理 越发复杂，机遇和挑战并存。长沙银行邵阳分行一直致力于优质的客 户服务管理，然而，在维护和管理VIP客户关系中，银行存在损失率 高、人均账户资金减少、客户满意度低等问题，因此其建设VIP客户 关系管理体系是必然要求。 基于此种研究背景，本文以长沙银行邵阳分行VIP客户关系管理 为主要研究内容，首先对应用的理论进行了阐述，通过客户关系管理 的内涵来为研究提供理论方向，然后根据长沙银行邵阳分行VIP客户 关系管理现状，寻找长沙银行邵阳分行VIP客户关系管理中出现的主 要问题，在分析VIP客户实际需求的基础上，阐明了客户满意度和客 户价值在促进客户关系管理中的作用。最后在定性和定量分析的前提 下，提出长沙银行邵阳分行VIP客户关系管理中的优化建议以及具体 的实施方案和保障，研究重点在于通过提高客户服务管理水平的整体 质量提高VIP客户满意度和忠诚度，增强长沙银行邵阳分行在金融市 场当中的核心竞争力，并从思想、应用、有效性和安全性等方面提出 了可行性对策和建议，本文着重开展的是构建长沙银行邵阳分行VIP 客户关系管理体系的研究。 本文运用了客户关系管理理论、客户满意理论、客户忠诚度理论 等，基于CRM系统，构建了管理系统的两个核心部分，通过研究内 II 容应用能够有效降低长沙银行邵阳分行VIP客户流失比例和操作风 险，为长沙银行邵阳分行客户关系管理方面提供参考意见，促进其更 好地发展，同时为客户关系管理相关研究者提供借鉴，达到了理论和 实际上都做出一定贡献的目的。 关键词：VIP客户；客户关系管理；客户满意度；客户价值 III RESEARCHONVIPCUSTOMERRELATIONSHIP MANAGEMENTOFBANKASYBRANCH WangLin(businessadministrationmajor) DirectedbyZhangCaiping Abstract：ThedevelopmentenvironmentofChina'sfinancialmarketis becomingincreasinglysevere,andcompetitionamongcommercialbanks isbecomingmoreintense.Fromtheperspectiveoffinancialattributes, theessenceofcommercialbankspaysmoreattentiontoservices.The competitionofbankcustomerresourceshasledtotheever-expanding choiceofVIPcustomers.VIPcustomerrelationshipmanagementhas becomemorecomplicated,withopportunitiesandchallengescoexisting. ShaoyangBranchofChangshaBankhasbeencommittedtoquality customerservicemanagement.However,inmaintainingandmanaging VIPcustomerrelationships,thebankhasproblemssuchashighlossrate, reducedpercapitaaccountfunds,andlowcustomersatisfaction. Therefore,ithasestablishedaVIPcustomerrelationshipmanagement systemIsaninevitablerequirement. Basedonthisresearchbackground,thisarticletakesVIPcustomer relationshipmanagementofShaoyangBranchofChangshaBankasthe mainresearchcontent.First,itexplainstheappliedtheory,provides theoreticaldirectionfortheresearchthroughtheconnotationofcustomer IV relationshipmanagement,andthenaccordingtotheVIPofShaoyang BranchofChangshaBank.Thecurrentstatusofcustomerrelationship management,lookingformajorproblemsinVIPcustomerrelationship managementofChangshaBankShaoyangBranch,basedontheanalysis oftheactualneedsofVIPcustomers,clarifiestheroleofcustomer satisfactionandcustomervalueinpromotingcustomerrelationship management.Finally,underthepremiseofqualitativeandquantitative analysis,weputforwardtheoptimizationrecommendationsinVIP customerrelationshipmanagementofChangshaBankShaoyangBranch, aswellasspecificimplementationplansandguarantees.Theresearch focusistoimproveVIPcustomersatisfactionandloyaltybyimproving theoverallqualityofcustomerservicemanagementToenhancethecore competitivenessofChangshaBankShaoyangBranchinthefinancial market,andputforwardfeasiblecountermeasuresandsuggestionsin termsofideas,applications,effectivenessandsecurity. ThisarticlefocusesonbuildingVIPcustomerrelationshipsof ChangshaBankShaoyangBranchResearchonmanagementsystems. Thisarticleusescustomerrelationshipmanagementtheory,customer satisfactiontheory,andcustomerloyaltytheory.BasedontheCRM system,thetwocorepartsofthemanagementsystemareconstructed. Throughtheapplicationofresearchcontent,itcaneffectivelyreducethe VIPcustomerchurnratioandoperationalriskofChangshaBank V ShaoyangBranchrovidereferenceopinionsforcustomer relationshipmanagementofShaoyangBranchofChangshaBank, promoteitsbetterdevelopment,andatthesametimeprovidereference forrelatedresearchersofcustomerrelationshipmanagement,whichhas achievedboththeoreticalandpracticalcontributions. Keywords: VIPcustomersCustomerrelationshipmanagement CustomersatisfactionCustomervalue 目录 摘要........................................................................................................Ⅰ Abstract....................................................................................................Ⅲ 第1章绪论..............................................................................................1 1.1研究背景.....................................................................................1 1.1.1市场竞争激烈.................................................................1 1.1.2金融欧亿·体育（中国）有限公司面临挑战.........................................................2 1.1.3银行发展经验不足.........................................................3 1.2研究意义.....................................................................................4 1.2.1理论意义..........................................................................4 1.2.2实践意义..........................................................................4 1.3国内外关于商业银行VIP客户关系管理研究综述................4 1.3.1客户关系管理理论研究综述.........................................5 1.3.2CRM体系研究综述..........................................................6 1.3.3研究综合评述.................................................................7 1.4研究内容.....................................................................................7 1.5研究方法和技术路线................................................................8 1.5.1研究方法..........................................................................8 1.5.2技术路线..........................................................................9 1.6创新点.........................................................................................9 第2章相关理论基础.............................................................................11 2.1商业银行VIP客户内涵..........................................................11 2.2客户关系管理理论..................................................................12 2.3客户满意理论..........................................................................13 2.4客户忠诚度理论......................................................................13 2.5CRM体系概念...........................................................................14 2.6本章小结..................................................................................15 第3章长沙银行邵阳分行VIP客户关系管理现状及问题分析........17 3.1长沙银行邵阳分行发展概况..................................................17 3.2长沙银行邵阳分行VIP客户关系管理现状..........................17 3.2.1VIP客户规模................................................................17 3.2.2VIP客户服务特征........................................................18 3.2.3VIP客户服务渠道........................................................19 3.2.4VIP客户服务流程........................................................19 3.3长沙银行邵阳分行VIP客户关系管理存在的问题..............20 3.3.1VIP客户满意度较低....................................................20 3.3.2VIP客户价值认可较低................................................21 3.3.3VIP客户流失率较高....................................................21 3.4长沙银行邵阳分行VIP客户关系管理存在问题的成因分析22 3.4.1无法对VIP客户进行准确识别和获取.......................22 3.4.2缺乏对VIP客户的关系维护.......................................22 3.4.3缺少对VIP客户关系的价值挖掘...............................23 3.4.4目标定位和体系构建不完善.......................................24 3.5本章小结..................................................................................25 第4章长沙银行邵阳分行VIP客户关系管理体系构建..................27 4.1基于CRM的VIP客户满意度管理体系构建..........................27 4.1.1满意度在VIP客户关系管理中的作用......