The Research About Personal CRM In China Construction Bank Yibin Branch

With the intensification of market competition in civil bank industry, the domestic banks are in face of interior and exterior huge competition stress. With the increasing competition, the power for gaining the profit of bank is facing great challenges. Good customers are the targets which all the banks contest urgently. Each of the banks must change its managing idea and research some new ideas to improve their core competition capacity, and get more competitive advantage.At the present time in Yibin city, the competition about financial business is primary and very intense, among the four state banks. With the competition, the personal financial business of China Construction Bank Yibin branch(for short: CCBYB) is in hot water. Especially in 2004, many good customers leaved.In this paper, we put forward using Customer Relationship Management(for short: CRM) to solve these problems. We analyze the current situation about application of CRM in bank industry through peruse many correlative papers, so we testify the validity of using CRM in banks. Then we use the PEST and SWOT tools to analyze the current competition conditions and management situation of CCBYB,...