The Research On Application Of Customer Relationship Management In Hunan Branch Of Agriculture Bank Of China

With the continuous upgrading of management idea and rapid developing of information technology, the banking industry is facing the fierce competition of scrambling for the customers and market. How to make use of the management idea and technology of CRM and choose the suitable model of CRM's application for the bank's efficient customer management and creation of profit are very important tasks for the current banking industry' s customer management.In order to improve the quality of customer services and increase customers' satisfaction.Hunan Branch of Agriculture Bank of China actually do some work,such as inprove and extend customer contact channel,improve server flow,manage and check customer managers.develop application system on customers'card consume.Set up a basic flat on the concept of "focus on the customer".This make a well basic and sapce for the later application of CRM.This paper research the practical application of CRM on Hunan Branch of Agriculture Bank of China , bring forward its shortcoming and give correspond advice on the basis of itself condition and other banks' successful experiences.Though this paper research on a bank,it still has consult to other bank how to application their CRM.The essay has 4 chapters. Chapter 1 is introduce Hunan Branch of Agriculture Bank of China and the basic theory of CRM. In chapter 2, we analysis the marketing environment and customer characteristics of Hunan, and in chapter 3 we introduce and analysis it's application of CRM. In chapter 4 we put forward the amend advice of Hunan Branch of Agriculture Bank of China's CRM application. And in the end of the essay, enduce the result of the paper.