Study Of Customer Relationship Management Of Domestic Commercial Banks

After joining in WTO, great changes have taken place in competitive environment in Chinese financial market, competition has become more drastically. For these reasons, the operation strategy of the commercial bank turns to pursuit for the advanced customers. All potential advanced customers become the vital resources for all the bank’s competition. Whether the bank remains the good relationships with the customers or not is decided by the capability for satisfying the customers. It is truly that the profits which the bank made are based on good relationships with the customers. Therefore, more and more banks stait to carry on an important management strategy----customer relationship management. The main function of customer relationship management is to analyse the customer behavior based on plenty of customer’s data, so as to improve the customer service capability of commercial banks. It is becoming a vital measure for the stated-owned commercial bank to carry out market competition. And it has a very important practical significance for stimulating long-term development of the stated-owned commercial bank.This article analyses the management model of CHINA CITIC BANK(CCIB) Zhengzhou Branch by using the theory of customer relationship management, provides some suggestions for all kinds of problems in its customer relationship management, and finds out more efficient measure to carry on its customer relationship management. This article also provides references for the CCIB Zhengzhou Branch and other domestic bank to enhance its customer relationship management. The analyse measure of this article contains theory with practical, qualitative analysis combined with quantitative analysis. While using qualitative analysis in customer relationship management of current commercial bank in domestic and overseas, using quantitative analysis and theory with practical in analyzing customer relationship management problems in CCIB Zhengzhou Branch. Moreover, this article analyses the different models of customer relationship management in domestic and overseas, and it also points out the characteristics, advantages, disadvantages, and the existing problems in customer relationship management of domestic commercial banks.This article includes four chapters. The first chapter explains current research status in domestic and overseas. The second chapter analyse the current model of customer relationship management in domestic banks and overseas banks, which including the current status of carrying CRM, development phase of domestic banks. The next chapter points out the existing problems and provides suitable solutions after researching the model of customer relationship management in domestic banks. The fourth chapter is case study by researching the CCIB Zhengzhou Branch. And four parts will be included:different business type and characteristics of customers in CCIB Zhengzhou Branch, analyzing the demanding model of customer relationship management, researching the Strength, Weakness, Opportunity and Threaten of carrying out customer relationship management, project of optimizing the model of customer relationship management, the step of carrying on and totally evaluation. It is the most important chapter of this article and the basic theory will be used in commercial bank explore and practice.