China's Commercial Banks Customer Relationship Management Strategy Study

When banks regard customers as the centre, customers become the most important resource of commercial banks. How to subdivide the customers into different groups, analyze the need of different customers, provide diversified products for the different customers, raise the customers' satisfaction and oyalty, stay customers and so on, all these problems will be the keys in the commercial banks' competition. Our country has allowed finance to open entirely on De(?)ember 11, 2006; it implies the commercial banks of China will compete with (?)oreign banks face to face. In competition, how do the commercial banks of China stabilize original market share, maintain the original customer resour(?)e and increase much more profits? All these problems mentioned above can't be ignored in commercial management.At present, study and application of Customer Relationship Management (CRM) in the commercial banks of China is just at the very beginning, it just copies the Customer Relationship Management of banks abroad, and there is not a complete system of CRM's application in China. This paper tries to find the problems in the commercial banks of China, and then gives some measures to our Customer Relationship Management.The thesis has five main parts, as follows:Chapter one is preface. It introduces the background of selection and the structure of this paper, analyzes the professional history trend home and abroad.Chapter two is mainly about the concepts about CRM. It introduces the concept and characteristic of CRM and relevance concepts, then introduces the developing process of CRM.Chapter three is mainly about the application of CRM in commercial banks home and abroad. It analyzes the background and application of CRM in commercial banks of China, then introduces the application abroad and some examples we can learn from.Chapter four analyzes the benefits and problem in the application of CRM in commercial banks of China.Chapter five is about the measures how to resolve the problems of CRM in commercial banks of China. it contains three contents :fundamental construction, CRM system's construction, corresponding policies.The final part is core content.