The Study Of Customer Relationship Management In China Construction Bank Of Shenzhen Branch

Customer Relationship Management(CRM) system based on Internet technology conform customer information resource through enterprise operation flow recombining. CRM system administer customer relationship by more scientific and effective means, sharing information resource in corporation, reducing the cost of corporation, offering more economic perfect products and service, keeping and fetching more customers, obtaining profit of corporation maximum. CRM certainly is not one kind of simple computer software; it is marketing management essentially, which is one kind of new management mechanism for the purpose of improving the relationship between the enterprise and the customers. CMR is applied in various fields in an enterprise, such as marketing, sale, service and the technical support and so on, which are connected with customers. Furthermore, CRM involves an enterprise's principle of management, marketing methods and culture updating. The core of CRM is that "take the customers as the center"With the continuing deepen opening of our country's finance industry, Chinese bank industry now is facing the unprecedented competition pressure. However, this kind of competition has already started long time ago in Shenzhen. Because it is the pioneer of China's reform and opening. The construction bank of Shenzhen (SZCCB), which is a branch of China construction bank(CCB), has became powerful through years development, and been in the front rank of Shenzhen bank industry. However, it feels itself reach the stage of"business development bottlenecks"more and more, facing the fierce competition of this industry despite it has obtained many achievements. To change the situation and keep ahead of the rivals, SZCCB must thoroughly change the ideas, set up the management principle and the enterprise culture-"take the customers as the center", and carry out CRM in the enterprise fully.This paper focus on studying and analyzing how to carry out the CRM in SZCCB to higher its core competitiveness according to the logic of question, analysis, and solution. This paper is divided into four parts, the first chapter is an introduction, the second chapter is for the CRM correlation theory and the overview, the third chapter is the necessity of CRM through analyzing our country's commercial bank industry firstly. Then the situations and the reasons for success of CRM implement are deeply analyzed in accordance with SZCCB actual conditions at present. The fourth chapter is mainly expatiated on how to implement CRM in SZCCB. In addition, the overall plan and the steps of CRM are put forward. Finally, some suggestions on CRM implement was gave, and it has certain reference value for SZCCB to apply CRM.