| With the Chinese market economy more and more mature, personal finance business has become the current focus areas of investment in people, the environment more conducive to the development of personal financial business of commercial bank. Since 2010, financial products and usher in a new round of prosperity, the development of fast and robust financial products. With the increasingly fierce market competition, personal finance, customer relationship management is more important. Trust between the customer and the bank is more and more become the key factor to decide the investment. Through its customers enjoy the financial service to the comprehensive evaluation of the bank, and decide whether further with the bank business. Banks also are to focus resources, customer management and maintenance, active use of its advantages including service advantages and maintenance capabilities to provide specialized financial services. However, at present, commercial banks still exist some imperfect places in the customer relationship management and customer segmentation, need further adjustment and improvement. Performance in the short-term trend is obvious product, the expected return rate soared, according to business operation system of customer management is not perfect, the lack of strict and clear market positioning, customer segmentation,. Therefore, how to improve the customer relationship management of commercial banks, put forward the strategy and the effective management of financial products with different populations, the commercial bank is imperative.This paper mainly through the study of customer personal financial business of our country commercial bank relationship management, on the basis of analyzing the problems put forward improving customer relationship management strategies. First, elaborated the research background and research significance, and then analyzes the relative theories of customer relationship management is analyzed. In the third chapter, this paper focuses on the analysis of present situation and problems of the private banking customer relationship management of commercial banks. These main problems are:lack of the concept of customer relationship management awareness, lack of investigation and analysis of the market and the customer demand, customer service are not targeted, customer classification management is not science, marketing management system is not perfect, the assessment system is not perfect etc.. The fourth chapter, this paper constructs based on the customer value of personal financial products customer satisfaction system, establish hierarchy judgment matrix group, customer satisfaction index weight carefully calculated. The fifth chapter, this paper puts forward some countermeasures for commercial banks to the private banking customer relationship management. These countermeasures include:from the business environment and the spatial arrangement of construction to improve customer satisfaction, business ability carrying out first asked accountability, to carry out high interest financing, extend the service content, implementation of the new service and other preferential measures, establishing the standard service process, strengthening supervision and efficient customer service to enhance the quality of the measures to safeguard mechanism. In this paper, through the analysis, proposed to the domestic commercial bank financing products marketing strategy and customer segmentation suggestions, hope to be able to carry out customer market segmentation to provide positive help for China’s banking industry in the rapid urbanization process of wealth management on the road is the rational choice and adjustment of marketing strategy. |
