Xiangtan City Commercial Bank Customer Manager System Study

With the gradually increasing opening of Chinese financial industry, how to strengthen Chinese financial industry's competitive force has become a hot topic. According to the customer relationship management (CRM) practicing experience and the further tendency, customer manager system (CMS) is a very important way for China to increase the financial industry's competitive force. As one of the local joint-stock banks, Xiangtan Commercial Bank has conducted a good try and contribution in supporting medium-small enterprise and serving vast local citizens. But there are still some problems waiting to be solved in CRM in Xiangtan Commercial Bank.This thesis firstly finds out the opportunities and challenges that commercial banks will face after the access to WTO, proposes the necessities of promoting CMS, and analyses the development and characteristics of CMS from not only Chinese banks but also overseas banks. Then the thesis comes to apply the CRM and Relationship Marketing theories to analyze the basic activities and supportive activities of CRM in Xiangtan Commercial Bank. Furthermore the author points out that Xiangtan Commercial Bank has had some problems in customer analyse, service channel, marketing system, innovative mechanism, cultural construction, development strategy, corporate organization, human resource management and operation procedure, etc. Finally the thesis suggests that CRM in Xiangtan Commercial Bank beimproved and maximally satisfy the customers by establishing the CMS. This thesis designs the framework of CMS in Xiangtan Commercial Bank, puts forward the implementing process and preliminary sets up the performance appraisal system of CMS.