A Study Of Applying Customer Relationship Management In Chinese Banking

Customer Relationship Management (CRM) is an innovative marketing strategy which considers customer first. It appears to develop market, to update management ideas, and to improve management pattern and core competitiveness. The development of electronics and information technolohy urges it to advance. Since the middle and the late of 1990s, enterprise circles and academe gradually pay attention to this term. But till to 1999, Chinese enterprises began to acquaint and know it. Chinese banking owning a plenty of capital and quantities of clients has been provided with objective conditions of carrying out CRM. With the strengthening of market competition, commercial banks expect to get advanced marketing management means and strategies. CRM just provides an omnidirectional visual angle for banks. It enables banks to communicate with customer without any barrier.CRM is derived from the theory of marketing. Based on some concerned theories such as the customer marketing theory, customer delivered value theory, the lifecycle theory of customer relationship and combining experiences of Chinese banks' applying CRM, this paper profoundly analyses some problems which includes the present recognition, information management, customer strategy, organizing management, concrete implement process and so on.According to some existent problems during banks carrying out CRM and referring to advanced thchnology and experience of foreign capital banks, the core of this paper discusses some methods by which Chinese banks can manage their customer relationship effectively so as to perfect the customer relationship management system. It analyses the above problems mainly from seven aspects and they are: improving banks' recognition ability, setting up mordern information platform, application of the customer strategy, rebuilding banking flow, carrying out customer mutual management, perfecting organizing management system and system implement.The purpose of studying Chinese banking's CRM is to improve the service level and to enhance customers' satisfaction and loyalty. CRM can help banks establish a long-term relationship with high puality customers, and finally to promote the core competitiion power.