The Customers Maintain Strategy Design Research Of Xi'an Jinhua Road Branch Of Construction Bank Of China

With the acceleration of global economic integration, global financial integration has deepped continuely, large foreign financial institutions in China's financial market have brought new management methods and technical means for the domestic commercial banks with opportunities and challenges;at the same time,domestic commercial banks have been established,there are competitive pressures among banks.Simple financial products and service innovation can no longer make commercial banks an absolute advantage in the financial markets.Many commercial banks began to try to establish a customer relationship management system(CRM),to identify and maintain valuable customers, maintain and expand their market shares.Foreign commercial banks have established a mature CRM theory, pratical application has made a real success and created a lot of success stories. But the history of CRM in China is only ten years, domestic commercial banks have not formed a complete set of customer relationship management system, still in the preliminary exploration stage. CRM of the domestic commercial banks is still in the specific application,China's scholars have been studied using empirical and theoretical analysis, qualitative and quantitative analysis and other analytical methods, gave constructive advice mainly on customer retention and the valuable customer segmentation and other aspects, to enrich our customer relationship management experience.This article is based on the Shananxi Jinhua Road Branch of Construction Bank of China of CRM system for the study, using qualitative and quantitative analysis, theory and social survey analysis and other analysis methods, according to the customer management data status,do the analysis and research in-depth.In the base of Jinhua Road branch customers's research, select a small sample, set the customers and potential customer satisfaction index, according to the satisfaction value, identify value customers and different customer segments, design a comprehensive strategy for the valuable customer retention and strategic planning in relation to certain safeguards. This study's purpose and significance is that, in the base of theory and practice,according to the specific circumstances of Jinhua road branch, to discus the direction of the operation and management, put the customer relationship management system in Jinhua road branch daily operation. Expect that communication between the bank and its customer, improve the philosophy of Jinhua road branch continuely, adhere to the principle of customer as the center, build harmonious win-win model, increase Jinhua road branch profitability and competitive advantage.