| As a new administrative mechanism to improve the relations between enterprises and customers, Customer Relationship Management (CRM) plays a vital role in modern bank management. By combining management and information, it aims at improving the market competitiveness of the enterprise and reducing the sales cycle to coordinate and optimize the client, competition and brand through the interaction between the management means and the target customer. To the financial industry which first involves the customer-centered business concept, CRM is helpful to keep its competitiveness in the long-term and bring about new potentialities for the bank.According to the commitments made by the Chinese Government on China's entry into the WTO, China's banking sector will be fully opened to foreign investors in December 2006. As one of the four state-owned commercial banks in the region, Zhongshan Branch of CCB must transform the management conception by introducing the concept of CRM to optimize the bank-customer relationship and enhance customers'satisfaction and loyalty, hereby to realize the commercial strategy of improving banking efficiency and profit and take a lead in the fierce competition.Based on the CRM Theory with the reference to the success of some foreign banks, this thesis first analyzes the necessity of implementing CRM for Zhongshan Branch of CCB under current situations, and then points out the problems and status quo in the implementation of CRM. In the end it finds out the factors influencing customer relationship management by the Game Theory according to the development strategies and CRM conception of Zhongshan Branch of CCB, and offers some suggestions such as drafting detailed rules of implementation, improving the assessment system for customer manager and accelerating the innovation of financial products.. It is hoped that the findings will offer some reference and facilitate the theoretical research and application of CRM in the banking industry. |
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