MBA教育中心知识库

摘  要

银行是金融行业的主要组成部分，在整个社会经济中占据重要地位。随着银行业竞争日益激烈，买方市场已经形成，客户成为主导。在这种情况下，银行不再盲目扩张，而是积极争取市场中的客户，以保护当前的收益。优质客户对银行的发展至关重要，这也是银行竞争客户愈发强烈的重要原因。要提升银行的利润，就必须考虑如何管理客户关系。对于当前的银行发展来说，客户是一种新兴资源，也是银行未来发展的重要基础。

本文的研究对象是民生银行兰州分行，旨在论述和研究其客户关系管理，以提升其客户关系管理水平。首先，文章介绍了本研究的背景和意义，并综述了国内外相关文献，同时提出了本文要解决的主要问题。其次，阐述了民生银行兰州分行的基本情况，分析了客户的现状，并通过绩效考核的方式说明了当前的客户关系管理情况。本文采用了问卷调查的方式对相关客户和员工进行了调查。调查结果显示，民生银行兰州分行的客户关系管理存在一些主要问题，包括与客户之间的营销关系不够深入、各项产品和服务同质化严重，以及大数据化的战略目标模糊等。造成这些问题的原因主要包括缺乏差异化的产品和服务、客户关系管理理念和目标不明确、缺乏对客户信息的充分挖掘支持，以及客户关系管理中大数据化战略目标的模糊性。最后，基于以上分析，本文提出了民生银行兰州分行客户关系管理的优化对策，包括加快产品和服务创新、实现多元化营销模式、基于数据深挖客户信息，以及明确大数据在提升客户关系管理系统中的战略目标等四个方面。

本文通过深入分析民生银行兰州分行客户关系管理的现状和存在的问题，进一步提出了客户关系管理优化的研究对策，有助于提升民生银行兰州分行的客户关系管理能力。同时，这些对策也对其他股份制商业银行提升客户关系管理具有借鉴意义。

Abstract

Banks are a major component of the financial industry and hold an important position in the overall socio-economic landscape. With increasing competition in the banking industry, a buyer's market has emerged, with customers taking the lead. In this scenario, banks no longer engage in blind expansion but actively seek to attract customers in order to safeguard their current earnings. High-quality customers are crucial for the development of banks, which is why competition for customers has become increasingly intense. To increase bank profits, it is necessary to consider how to manage customer relationships. For the current development of banks, customers are not only a new resource but also an important foundation for future growth.

This study focuses on the customer relationship management of the Industrial Bank Lanzhou Branch, aiming to discuss and research ways to enhance its customer relationship management capabilities. Firstly, the article introduces the background and significance of this research, provides an overview of relevant domestic and international literature, and outlines the main issues that this article aims to address. Secondly, it describes the basic situation of the Industrial Bank Lanzhou Branch, analyzes the current status of its customers, and explains the state of customer relationship management through performance assessment. The study employs a questionnaire survey to gather feedback from relevant customers and employees. The survey results reveal several key issues in the customer relationship management of the Industrial Bank Lanzhou Branch, including insufficient depth in marketing relationships with customers, significant homogeneity in products and services, and a lack of clarity in the strategic objectives of utilizing big data. The causes of these problems primarily lie in the lack of differentiated products and services, unclear concepts and goals in customer relationship management, inadequate support for mining customer information, and ambiguity in the strategic objectives of employing big data in customer relationship management.Lastly, based on the aforementioned analysis, this article proposes optimization strategies for customer relationship management at the Industrial Bank Lanzhou Branch.

These strategies encompass accelerating product and service innovation, implementing diversified marketing models, leveraging data to explore customer information, and defining strategic objectives for utilizing big data to enhance the customer relationship management system. Through in-depth analysis of the current state and existing problems in customer relationship management at the Industrial Bank Lanzhou Branch, this study provides research-based strategies to enhance the bank's customer relationship management capabilities. Furthermore, these strategies have implications for improving customer relationship management in other joint-stock commercial banks.