随着经济市场的快速发展，市场中产生了大量的银行以及多样化的金融机 构，银欧亿·体育（中国）有限公司的竞争越发激烈。越来越多的商业银行开始明白客户才是商业银行长 久发展的根本，提出了建立客户关系管理体系的要求。商业银行客户关系管理体 系的目标有三，其一是通过客户关系管理来巩固老客户、不断开发新客户；其二 是通过科学的客户关系管理来提高银行的经营效率，让银行资源高效流动；其三 是完善银行管理机制，实现差异化的客户关系管理。通过综合的客户关系管理来 实现银行的利益增长。 PA银行是一家成立于上世纪90年代末的银行，成立至今已超过25年了。 该行一直将变革、创新、发展作为银行的经营理念，多年来致力于银欧亿·体育（中国）有限公司务的改 革创新，对我国的金融事业发展起到了积极的推动作用。随着互联网科技的发展， 滋生出了大量的互联网金融模式，再加上银行产品的同质化压力下，现代商业银 行的竞争愈加激烈。为了适应现在金融市场的发展，PA银行也开始了从规模效 益到客户效益的转变。如何更好地抓住客户，满足客户需求，与客户建立长久稳 定的合作关系是该金融环境背景下PA银行需要重点思考的问题之一。本文将根 据PA银行深圳市分行的客户关系经营管理现状出发，首先较为详细的阐述了商 业银行客户关系管理的基本理念并介绍了PA银行客户关系管理的具体体系框 架。在论文基本概念梳理和商业银行客户关系管理体系研究中进行了大量的相关 文献欧亿·体育（中国）有限公司学习，通过对商业银行客户关系管理方法、发展趋势、管理理论等方面 的研究进一步分析PA银行客户关系管理现状中遇到的客户关系管理理念创新性 不足；客户关系拓展渠道的过度紧缩化；客户关系管理方式方法多元化；缺失客 户关系管理工作技术支撑不足；客户关系管理反馈与落实缺乏等问题。针对该行 现存的客户关系管理问题提出了建立银行客户关系管理体系的建议，管理体系将 针对PA银行客户关系管理的客户渠道管理、客户信息管理、客户维护管理、 银行客户关系管理评价指标等多个方面进行分析。 关键词：商业银行；客户关系管理；PA银行深圳市分行 II Abstract Withtherapiddevelopmentoftheeconomicmarket,therearealargenumberof banksanddiversifiedfinancialinstitutionsinthemarket,andthecompetitionofthe bankingindustryisbecomingmoreandmorefierce.Moreandmorecommercial banksbegintounderstandthatcustomeristhebasisoflong-termdevelopmentof commercialbanks,andputforwardtherequirementofestablishingcustomer relationshipmanagementsystem.Theobjectivesofthecustomerrelationship managementsystemofcommercialbanksareasfollows:oneistoconsolidateold customersandcontinuouslydevelopnewcustomersthroughcustomerrelationship management;theotheristoimprovetheoperationalefficiencyofbanksthrough scientificcustomerrelationshipmanagement,thethirdistoimprovethebank managementmechanismandrealizethedifferentiatedcustomerrelationship management.ThroughtheintegratedcustomerrelationshipmanagementtoAchieve Bank'sprofitgrowth. PaBankwasfoundedinthelate1990s,morethan25yearsago.Thebankhas alwaystakenreform,innovationanddevelopmentasitsoperatingphilosophy,andhas beencommittedtothereformandinnovationofbankingformanyyears,whichhas playedapositiveroleinpromotingthedevelopmentofChina'sfinancialindustry. WiththedevelopmentofInternettechnology,alargenumberofInternetfinancial modelshaveemerged.Underthepressureofhomogenizationofbankingproducts,the competitionofmoderncommercialbanksisbecomingmoreandmorefierce.Inorder toadapttothedevelopmentofFinancialMarket,PABankalsobegantochangefrom scalebenefittocustomerbenefit.HowTobettergraspcustomers,meetcustomer needsandestablishlong-termandstablecooperativerelationshipwithcustomersis oneofthekeyissuesthatPAbankneedstoconsiderunderthisfinancialenvironment. BasedonthecurrentsituationofCustomerRelationshipManagementofPABank ShenzhenBranch,firstly,thebasicconceptofcustomerrelationshipmanagement (CRM)incommercialbanksisdescribedindetailandthespecificsystemframeof crminPAbankisintroduced.InthepaperbasicconceptcombsandtheCommercial BankCustomerRelationsManagementSystemResearchhascarriedonthemassive CorrelationLiteratureMaterialStudy,throughtheresearchonthemethods, developmenttrendandmanagementtheoryofcustomerrelationshipmanagementin commercialbanks,theinnovationofCustomerRelationshipManagementinPABank III isanalyzedTherearesomeproblems,suchastheover-constrictionoftheexpanding channelofcustomerrelationship,thediversificationofthemethodsofcustomer relationshipmanagement,thelackoftechnicalsupport,thelackoffeedbackand implementationofcustomerrelationshipmanagement,etc..Inviewoftheexisting customerrelationshipmanagementproblemsofthebank,thispaperputsforwardthe proposalofestablishingacustomerrelationshipmanagementsystemofthebank.The managementsystemwillbeaimedatPAbankcustomerrelationship,managementof CustomerChannelManagement,CustomerInformationManagement,customer maintenancemanagement,bankcustomerrelationshipmanagementevaluation indicatorsandotheraspectsofanalysis. KeyWords：Commercialbanks;Customerrelationshipmanagement;PABank ShenzhenBranch IV 目录 摘要...........................................................................................................................II Abstract..........................................................................................................................II 一、绪论.......................................................................................................................1 （一）研究背景及意义.........................................................................................1 1.研究背景......................................................................................................1 2.研究意义.......................................................................................................2 （二）研究内容及研究方法.........................................................................2 1.研究内容.......................................................................................................2 2.研究方法.......................................................................................................3 3.研究框架.......................................................................................................4 （三）文章的创新点和不足.................................................................................4 1.文章创新点...................................................................................................4 2.研究不足之处...............................................................................................5 二、理论基础和文献综述............................................................................................6 （一）商业银行客户关系管理概述.....................................................................6 1.商业银行客户关系管理概念.......................................................................6 2.商业银行客户关系管理发展趋势...............................................................7 3.商业银行客户关系管理基础理论...............................................................8 （二）国内外文献综述.......................................................................................10 1.国外研究现状.............................................................................................10 2.国内研究现状.............................................................................................11 3.文献评述.....................................................................................................13 三、PA银行深圳市分行客户关系管理现状总述.................................................14 （一）PA银行深圳市分行概述.........................................................................14 1.银行基本情况.............................................................................................14 2.组织架构.....................................................................................................14 （二）PA银行深圳市分行客户关系管理工作现状.........................................15 V 1.PA银行深圳市分行客户关系管理组织架构...........................................15 2.PA银行深圳市分行客户关系管理情况...................................................19 四、PA银行深圳市分行客户关系管理问卷调查与分析........................................21 （一）问卷调查目标...........................................................................................21 1.问卷按调查目标.....................................................