摘要
随着中国金融市场开发的进程加深，外资不断流入导致金融业竞争加剧，商业银行
的高端理财发展战略和业务模式以往的“以产品为中心”已经很难适应市场需求，需要
向“以客户为中心”转变。市场的竞争最终还是演变成了客户的竞争，高端理财客户的
整体地位已经演变成影响商业银行发展的重要因素。针对于高端理财客户加大客户忠诚
度和客户满意度服务已成为商业银行发展的必然选择。近两年，受理财产品同质化以及
理财收益市场化等影响，H银行 R支行对高端理财业务产生了较大的波动。客户管控动
力不足，导致高端理财金融资产增速放缓，高端理财客户流失。从内部环境来看，R支
行高端理财客户关系管理现状导致客户流失和新客户增长放缓，已成为 R支行发展的瓶
颈。在激烈的市场竞争中建立鲜明的核心优势，研究实施高端理财客户关系管理策略，
是 H银行 R支行高端理财业务生存和发展的必由之路。通过对 H银行 R支行高端理财
客户流失情况的详细调查研究和整理，提出支行设计研究方案，打造高端财富管理，实
施客户关系管理优化。
本文首先阐述了课题的研究背景和研究意义，然后对客户关系管理、客户满意度和
忠诚度以及国内外研究现状等相关理论进行讨论述评。指出 H银行 R支行改善客户关
系管理的必要性。同时，本文通过问卷调查和实地调查的方式，从客户满意度角度对 H
银行 R支行面临的客户关系管理问题进行了思考和分析。基于此，我们提出了 H银行R
支行客户关系管理优化的研究计划。1、高端理财客户开发管理优化设计，优化档案信
息管理，制定精细化开发方案。2、高端理财客户满意度优化，合理引导客户预期，提
升客户体验价值。3、高端理财客户忠诚度管理优化，提高客户对银行的信任度，从多
方位与客户形成共同利益。4、高端理财客户流失管理优化，启动流失客户挽留机制，
制定流失客户挽回举措。5、建立客户需求导向型管理机制，健全绩效考核制度，完善
客户关系管理系统配置服务，针对高端理财客户打造专业服务团队。其中，以有效利用
CRM为重点，优化高端理财客户的精细化管理流程是本文的创新点。本文针对高端财
富管理关系提出了五种优化方案，旨在优化 R支行的财富管理服务和客户关系管理理念，
提升高端理财服务团队的财富配置能力，通过有效执行和发展带动高端理财业务的增长，
降低银行高端理财客户流失问题。
关键词：银行；高端理财；客户流失；客户关系管理
I
Abstract
With the deepening of the development of China's financial market, the continuous
inflow of foreign capital leads to intensified competition in the financial industry. As a result,
the developmentstrategy andbusiness model ofhigh-end financialmanagement of
commercial banks, which used to be "product-centered", has become difficult to adapt to
market demand, and needs to be changed to "customer-centered". Market competition
eventually evolved into customer competition, and the overall status of high-end financial
clients has evolved into an important factor affecting the development of commercial banks. It
has become an inevitable choice for commercial banks to increase customer loyalty and
customer satisfaction for high-end financial clients. In recent two years, influenced by the
homogenization of financial products and marketization of financial returns, R branch of H
Bank has experienced great fluctuations in high-end financial services. Lack of customer
control power leads to a slowdown in the growth of high-end financial assets and loss of
high-end financial clients. From the internal environment, the current situation of R Branch's
high-end financial customer relationship management leads to the loss of customers and the
slowdown of the growth of new customers, which has become the bottleneck of R Branch's
development. It is the only way for H Bank R Branch's high-end financial services to survive
and develop by establishing distinct core advantages and implementing high-end customer
relationship management strategies in the fierce marketcompetition. Through detailed
analysis and sorting out the status quo of high-end wealth management customer relationship
management of R branch of H Bank, the design and research scheme of the branch is put
forward tocreatehigh-end wealthmanagement andoptimizecustomer relationship
management.
This paper first describes the research background and significance of the subject, and
then discusses and reviews the relevant theories of customer relationship management,
customer satisfaction and loyalty, as well as research status at home and abroad. It points out
the necessity of R branch of H Bank to improve customer relationship management. At the
same time, this paper considers and analyzes the customer relationship management problems
faced by H Bank R Branch from the perspective of customer satisfaction by means of
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