A Study On The Management Of Individual Customer Relationship In Dongsheng Sub - Branch Of Agricultural Bank Of China

With the development and perfection of the financial system and the rapidgrowth of household wealth, the traditional high profits of commercial banks hasentered the customers choose the bank" generation, the competition of commercialbanks is getting more and more intense. The relationship management of developingand maintaining customer has been widespread by commercial banks.1990s, thecustomer management mode has been introduced to the mainland. As the capitalintensive and customer intensive commercial enterprises, the commercial bankspossess the basic conditions of the realistic conditions of the implementation ofcustomer relationship management.To implement the customer relationshipmanagement more effectively and obtain stable source of customers from thecustomer relationship management plays very important role for commercial banks’survival and development in the next stage.In recent years, to adapt to the economicdevelopment, to cope with the market competition and created of value, optimize thecustomer structure, China’s commercial banks have gradually upgrade to individualcustomers intensified, advocate "take the customer as the center" concept,strengthening customer relationship management, to realize the steady developmentof retail business. However, our customer relationship management started late, inthe customer management there are many inadequacies.This paper mainly through extensive reading and research background andsignificance of the implementation of customer relationship management. Startingfrom the basic theory of customer relationship management,this study expounds theconcept of customer relationship management theory, and then research thedevelopment of domestic and foreign commercial bank customer relationshipmanagement. Later, with the Agricultural Bank Dongsheng branch as a case study ofpersonal customer relationship management.The paper used the principle of knowledge management, finance, organizationalbehavior, statistics and other disciplines of Agricultural Bank of China Dongshengbranch, as research object, adopts the research method of theoretical research andempirical analysis,qualitative analysis and quantitative analysis. On the basic of theoretical research, and in-depth analysis of Dongsheng branch customerrelationship management, the study found this bank faced in business developmentstrengths and weaknesses,opportunities and threats, combined with the current statusof Customer Relationship Management Branch, points out the problems existing inthe management; then according to the data method of analysis, find out appropriate,put forward the feasible suggestions, that can improve the operation mechanism,fractionize customers, improve service, from basic construction, customer analysis,customer marketing, increase customer satisfaction and loyalty, improve the level ofcustomer relationship management.