The Domestic Current Situation Of The Commercial Bank Customer Relationship Management Problems And Countermeasures

With the development of financial globalization, the competition of banks has enter a New stage. for Chinese commercial banks, how to catch the opportunities in order to make original market shares steady and get more profit? How to improve the customers’relationship and collect more information of the customers to make them more satisfied? How to design an efficient system and integrate modern interaction channels with customers in the new era? All these core problems have to be faced and solved for Chinese domestic banks after entering the new century.Study and application of CRM in China’s commercial banks is just at the very beginning and there is not a complete system of CRM’s application in China nowadays. Although, some banks such as China Minsheng Bank, China Merchants Bank and China Construction Bank, have been improving, but there still are many issues to be improved. Therefore, this article bases on the applied research of the CRM theory in the commercial bank, hoping to provide a reference for perfecting the CRM system in China’s commercial banks.This paper makes comparative analysis of China’s commercial banks and the status of CRM, through the research of the use of CRM in foreign commercial banks. It basing on the case of the China Minsheng Bank which is relatively well in domestic use of CRM systems, analyses the use of it, and finds out the problems in the implementation process, so as to raise the policy recommendations on the final CRM system for the Minsheng Bank. It provides some reference for the development of China’s commercial banks basing on the China Minsheng Bank.This dissertation is divided into five chapters:The first chapter is exordium, which describes the main research background, the significance of the research, methods and technology route of the research.The second part is introduction of the concept. Mainly introduces the concept of CRM, sources, CRM theoretical foundation and its role in the banking business.The third part is the use of CRM abroad and their experience. This part Focus on the Western countries in using the CRM system, and the more successful experience of commercial bank.The fourth part is the development of China’s current situation and problems of CRM. This part focuses on the current situation of China’s development, specifically the implementation of CRM in China Minsheng Bank, and then to analyze where there needs to be improved in the implementation of China Minsheng Bank.Part V is the policy recommendations. This mainly analyses the problem in the implementation of CRM in China Minsheng Bank, and made the relevant policy recommendations for improving the commercial banks’CRM system.In theory, the study of the marketing can provide a reference for changes and improve the management of China’s commercial banks in our country. In practice, the study can provide an effective marketing tool for China’s commercial banks to cope with the fierce competition in the banking sector and improve the bank’s customer relationship management system. The innovation of this paper is mainly reflected by study from the combination of the strategic and technical.Inadequacies of this article is the object of this research is based on the country’s commercial banks, can not give a specific concrete proposals.