Study On Customer Relations Management For The Beijing Branch Of China Guangfa Bank

In recent years, along with the economic recovery, the macro-environment the banking industry facing is in change step by step, Economy is recovering but the power of the economic recovery is still insufficient. At the same time ,with the innovation of financial tools and financial products, as well as the huge domestic bank competitive pressure to the bank, The GF is facing the unprecedented challenges. In the face of complex internal and external environment, what kind of strategies The GF Bank should adopt to cope with competition and threats and how improve their development? Under the influence of customer oriented concept, The GF Bank found the important opportunity. Through the better control of the needs of customers, strengthening the management of customer relationship, the bank can attract and retain customers, develop quality consumer market, mine and managet resources effectively.At the same time,the bank gain competitive advantage comparation with other bank。The customer relationship management whichi take the customer as the center has become the key to defeat other enterprise. in e-commerce times.In the first chapter of the thesis,introduce the article's background, purpose,Signi -ficance and main substance.The essay points out that in the age of electronic times,the foundation and business mode has changed tremendously,the commercialbanks entered customer-oriented era,which strenghthens the customer relationship management to be an imperative choice.In the second chapter of the thesis through analyzing the present situation of customer relationship management,makes clear that necessity and urgency of customer relationship management.If the bank wants to win in the fierce competion,they must attach importance to customer relationship management.In the third chapter of the thesis,mainly analysis problem of the customer relationship of Guangfa Bank particularly,thus making the clear improvement direction.It can be seen from those issues,there are still a lot of problems creep into customer relationship of Guangfa Bank,it needs much to do for establish a perfect customer relationship system The fourth chapter of the thesispoints out the countermeasures of improving customer relationship,from those we can know that Guangfa Bank take the system seriously.Those countermeasures are practicability for they are directed against specific problems.Guangfa Bank should take these measures into practice,make sure they are used by some staffs.In the fifth chapter,the author discusses the development and management of potential clients.Because potential clients today maybe real users tomorrow so when the bank retains those old clients,at the same time,the bank should identify potential clients,convey information through kinds of marketing methods,in this way,expand the customers to win the compete in the fierce market competition.