Xuchang Bank XX Sub-Branches Customer Relationship Management Research

Finance is the core of the modern economy. With the development of global economic integration, cooperation and competition of the financial industry is becoming more and more intense. Commercial banks face the dual competition pressure from domestic bank and international bank:International capital injected to China occupy the market, especially first-tier cities and second-tier cities. Meanwhile, stock system commercial banks set up branches in third-tier cities. The relatively scarce customer is one of the most important factors for the commercial banks to get their competitive advantage. Therefore, all the banks pay particular attention to the research on customer relationship management.In this paper, the author briefly analyzes the theory about the customer relationship management of the bank from the domestic and international macroeconomic situations. Taking XuChang Bank XX branch as a sample, the author makes deep investigations on the problems existing in the current customer relationship management of XX branch, listing the items such as the nature of XuChang Bank, the market positioning, the strategic planning and the current business development, especially the present situation of about customer relationship management of XX branch. An improvement is put forward mainly from the analysis of the customer’s structure, the customer choice, the service marketing strategy, the customer relationship maintenance, the hardware facilities, and the implementation of client manager system. Besides, the protection and support for this improvement are also provided from consummating the system, innovating the tools, establishing the teams and enriching the corporate culture.Due to the limitation of the research capacity, there are inadequacies in this paper. Hopefully, this paper can help to improve the efficiency of the customer relationship management of XX branch, and elevate the business indicators of comprehensive development of the branch, and provide the reference in implementing the customer relationship management of XuChang Bank.