The Research On The Application Of CRM In Chinese Commercial Banks

Since 90's of 20th century, with the development of internet and communication technology, the market is maturating, the world's economy enters an age of E-commerce. There are little differences between enterprises in their products and services. And the product-cored and sale-purposed market strategies have been replaced by the customer-cored one. Only those who can obtain and meet the demands of its customers, enhance the relationship with them and get and manage effectively the customer resources, can they get the competitive advantages and win the market at last. The customer-cored customer relationship management (CRM) have been the key factor for the enterprise to succeed in the severe competition in E-commerce age.After entering WTO, Chinese commercial banks have to face severe situations. From 2006 on, our domestic financial market will be opened to foreign banks completely, at that time, the financial markets will be more and more sharp. In view of the bigger gap in CRM between Chinese banks and foreign banks, we should learn from them and put their advanced management methods into our practical use. To find our disadvantages and shortages and overcome it, then to win the market.This article gives a brief introduction about its resources, definitions and contents of CRM. It states the importance of CRM in applying in Chinese commercial banks, and analysis the status and existing problems in our management, also sets forth a general form for Chinese banks to conduct the CRM strategy. It still puts forward some counter-measures and suggestions in promoting our CRM in following respects: to form a kind of enterprise culture in accordancewith implementing CRM, to re-organize bank's structure and re-construct work-flows , also to make a scientific segment of customers etc.