Our Country's Commercial Bank Personal Finance Customer Relations Management Study

Our country's commercial banks are facing the dual pressures, fierce competition and the strategic adjustment .How to achieve the strategic innovation and enhance their core competitive capability is the problem attempting to be resolved in this paper. Delineation of the structure of the paper is as follows. The first part is the chapter I- the introduction; the second part is chapters II and III, the theoretical analysis about the subject and the object of study; the third part is the main of article, including the chapter IV, chapter V and Chapter V, the study of the subject and object, that is, the research problem analysis and solution.In particular, the chapter I introduces the background of thesis writing, customer relationship management, research status, the meaning of thesis writing and dissertation research methods etc.; Chapter II provides an overview of personal financial services of commercial banks, including the definition of commercial bank personal finance business and the historical development and the status quo, this thesis would be the main application of the theoretical study about customer relationship management; the chapter III from a theoretical point of customer relationship management issues, discussing the meaning of customer relationship management, the essence, as well as personal financial business banking customer relationship management operation mode and the contents; chapter IV discusses the main contents of this article in empirical view, which is the discussion about some commercial bank personal financial business of the need for customer relationship management in details, and where the significance of thesis research; chapter V analyzes the commercial banks of China's personal financial customer relationship management, as well as the various problems and difficulties which the banks face, it is the focus of the dissertation research that the thesis put forward to the actual problem to be solved; Chapter VI responsible to issues raised by Chapter V of the solution, is also the main purpose of the research thesis.