The Study Of Customer Relationship Management Model On Credit Cards In Chinese Commercial Banks

Foreign banks will take the first step to develop the credit cards as their expansion into Chinese market, because credit cards are of rich profit and do not depend on branches of banks. The quantity of credit cards issued by Chinese commercial banks is so small, and, at the same time, the bank of China is lack of management experience of the credit card customer. While foreign banks have issued credit cards over 100 years and acquired plenty of management experience, there is no doubt that the competition will be very serious for Chinese commercial banks. CRM is a kind of sustainable strategies to acquire competitive advantages for Chinese commercial banks. The dissertation analyzes the model how to effectively implement CRM in Chinese credit card industry.The model of CRM in Chinese commercial banks is put forward with the analysis of the management conditions of Chinese credit card at present. The model is the overall CRM, including acquiring customers, retaining customers and upgrading customers. Chinese banks are hoped to keep the customer resources and the continuous flow of profit by implementing the model, and this will bring the compete advantages to Chinese banks. Sequentially, the basic model of CRM in credit card in Chinese banks is discussed. This model consists of two parts:acquiring customers is the first part, and retaining and upgrading customers is the second part. As for acquiring customers, the game between bank and credit card customer is firstly analyzed, and on the base of the analysis, we can conclude that customers are to obey theirs credit under the rule that customers credit records are shared among the banks. Therefore the bank can enlarge its customer group by granting credit to them and the relationship between banks and customers can be established. At the same time, the structure of personal credit evaluation is proposed, the fuss synthesize evaluation method is applied in the case. Secondly, according to the customer's habits and consume concept, we propose that customer's consume concept should be changed in order to enlarge the profit of management. Thirdly, the customer satisfaction model is discussed. As for retaining and upgrading of credit card customers, the realization of customer lifetime value is discussed and it is proved not to be a good standard for customer segment in reality. To segment customer, the share of customer wallet, the credit card customer's habit ofrepaying a loan, the customer real-time credit are proposed as segmental variables. According to the feature of each kind, the dissertation puts forward the corresponding management tacit. Simultaneously, the section of the credit card customer lifetime value is presented and it is a benchmark for upgrading the customer's value. Finally, the structure of function of CRM is discussed.