Bank Of Dalian Branch Of Customer Relationship Management Applications Research

Bank is a special enterprise which deals in currency. With the arising tide of financial liberalization, domestic banking has changed from seller' s market into buyer' s market rapidly in only a decade. Each bank has fully realized that customer is the determinant of the its performance in the fierce competition. So marketing has become the most important job of all of the banks. However, most of the banks including Bank of Communication Dalian Branch do not have a systematic solution to attract and retain good customers. Instead, they depend more on few persons of high 'Capability' or some abnormal means, which does no good to the long term stable development of banks.Based on the practice of Bank of Communication Dalian Branch, I try to apply Customer Relation Management (CRM) to it so that we can find out a new way for Bank of Communication Dalian Branch to build its core competency and win some advantages in the competition with other banks. On the basis of analysing the interior and exterior environment of Bank of Communication Dalian Branch and introducing fundamental theories of CRM, I emphasize the research of how to promote and implement CRM.In the sequence of raising, analysing and solving problems, the article is divided into 5 parts: Part 1 is Introduction, including the background, significance and way of thinking of the research. Part 2 introduces the fundamental theories of CRM and the significance of its application. Part 3 is the implementation of CRM. This part designs a outline of sequence for the implementation in Bank of Communication Dalian Branch, including analysing the environment of CRM, constructing the target of CRM, setting up the CRM strategy aiming at both retained and new customers, optimizing business process and establishing CRM system. Part 4 introduces the early preparation of Bank of Communication Dalian Branch to apply CRM, including the changing of thoughts, adjustments of organizational construction, standardization of business process, and adjustments of staff training and examination system. Part 5 is the research decision.By expounding the above five parts, I tried to provide with Bank of Communication Dalian Branch a solution to improve the customers' relations and enhance the competing abilities.