Study On The Customer Relationship Management Strategy Of Junan Rural Credit Cooperatives

After joining the WTO, great changes have taken place in the whole financial system. The market share of the four major state-owned banks is declining while that of the joint-stock commercial banks and city commercial banks is increasing year by year. The market share of the rural credit cooperatives and other financial institutions’ maintains basic stability and meanwhile performs internal reforms actively. Banks have been set up in villages and towns and the rural financial markets are becoming diversified. At present, china’s financial institutions is mainly composed of the banking, securities, insurance, fund, trust, financial leasing, financial companies, etc., while the banking is the most important part of china’s financial industry. China has basically established a multi-level, diversified financial system with banks as its main body.In the face of competition and challenges brought by the reform of the financial system, commercial banks, who promoting the competitions by restructuring, listing and paying attention to change management concepts and methods, have intensified the competition in the domestic banking market. At the same time, bank customers also have more choices and the customers and the banks begin benefit gambling. In addition, the customer’s resolving ability is constantly improving that they attach special attention to the banks financial markets and expect a better financial products or product combinations. Customers who have huge capital began to contrast among banks in order to choose a better one and to realize their options in the larger market. They analyze and estimate the market timing with acute insight for a lower cost and larger benefit trading.With the dramatic changes in banking market, the market competition is becoming more intensive while the bargaining ability of customers is getting higher. The previous formalization income pattern has not been the unique way to obtain a competitive advantage; instead the customers are becoming the most important banking resources. It is the key point to promote the core competitiveness, existence and progress of the bank to realize a win-win situation with its customers by establishing a "customer-first focus" concept, building a long-term stable, scientific and reasonable customer relationships, seeking customer resources deeply, as well as expanding customer-centric marketing activities and a high-quality interactive activities.As a member of financial system family, the rural credit cooperatives are facing huge pressures and challenges as well. In order to enhance their competitiveness in the market, the rural credit cooperatives need to strengthen and intensify their reformation, expand the customer groups and diversify their business, which will realize a healthy and rapid development.