Bank Of China In The High-end Customer Relationship Management Study

With the March 2007 China Banking Regulatory Commission had approved of four foreign banks setting up branches in China, means that the era of foreign banks managing RMB is coming. When domestic banks have plunged into a vicious circle in order to remain for the "deposit" market respective, foreign banks have aimed the most potential, the most attractive of a cake - the high-end customers. Unknowingly, Chinese banks have lost not only the initiative right, but also the brand loyalty heart which people own under the prejudiced psychology. After a sound claimed "Who Moved My Cheese", we should calm down and reflect and think what we have missing.So the thesis research the establishment of high-end customer relationship management system with the financial industry, aircraft carriers - state-owned banks, Bank of China, for study case and with the high-end customers for study object. In this way, Bank of China will develop rapidly the business of high-end customers, as well as to provide reference for other state-owned banks.First of all, on the basis summing up the customer relationship management theory at home and abroad, thesis have defined and analyzed the CRM of commercial banks with the unique characteristics of commercial banks.Then, after compared with the three major state-owned banks about high-end customers in the market, and compared with Citibank and Bank of China on business concept, what it more we have analyzed high-end customers management by SWOT. In the conclusion, we have evaluated the high-end customer relationship management from above the analysisIn the process of establishing high-end customer relationship management system, according to quantitative indicators, we segment customer, set up management objectives, construct organizational framework, allocate personnel, design business processes. At the same time, thesis supplies mechanisms and evaluation tools suited to the security system, in order to monitor the running actual results of management system.Finally, researching the maintenance and development in high-end customer relationship, we have analyzed and summed up their respective principles and measures.