Research On Important Customers’ Relationship Management Strategy For Bank Of Jilin

The changing of economic in the global and domestic economic market bringsgreat challenges to China’s regional bank’s survival and development. Customers arethe lifeline in business developing, and customer relationship maintenance willsafeguard the bank’s customer resources, which lays the foundation for the bank. Theimportant customers are creating greater value for a bank, thus the study of bankcustomer relationship management will help Bank of Jilin’s customer relationshipmaintenance planning and marketing strategy. And lead to improving the marketcompetitiveness of Bank of Jilin.Firstly, the status of customer relationship management in Bank of Jilin isdiscussed in this paper. Because of the comprehensive influence factors of marketeconomy, enterprise management, human resources, the customers’ relationshipmanagement of Bank of Jilin is in some of its customer relationships and economicconstraints, which including lack of platform function, management is superficial, thelack of targeted marketing, product selection is single, lack of communication andmanagement form a single customer. This research was trying to analyze theseproblems, and further discusses the reasons for these problems, such as the leadershipof customer relationship management, lack of emphasis, the bank internalorganizational structure is not sound, the human aspects of the team construction lagsbehind, the bank internal operation mechanism is not perfect, the marketing strategy isnot strong, and so on. So we want to provide direction and guidance through theanalysis summary for the optimization of customer relationship management for Bankof Jilin.Customer recognition or not depends not only on the bank customer orientedpublicity and marketing strategy, comprehensive factors but also by the bank’s cultural,internal operation condition. Internal optimization is the fundamental brand image ofthe bank building, the integration of external marketing mode is that banks will own promotion to the customer protection. Therefore，this research thinks, making fullconsideration should be given to both internal management and external marketingfactors of Bank of Jilin’s customer relationship management strategy, need forstrategy analysis from two aspects of internal and market strategies.The internal strategy should include five aspects: strategic, organizationalstructure, management mechanism, auxiliary tools and management ideas:(1) thestrategic point of view, should be the customer relationship management on thestrategic level;(2) the organizational structure, the construction should strengthen theinternal organization and team;(3) the management mechanism, we should improvethe operational mechanism of the customer relationship management;(4) auxiliarytool construction of innovation, customer relationship management platform;(5) themanagement idea, should strengthen the development and management of largecustomer depth.The market strategy should include four aspects: market segmentation, productinnovation, and customer communication network construction:(1) the marketsubdivision, should pay attention to customer identification and classification ofmarketing;(2) product innovation, attention should be paid to competitive productdifferentiation;(3) network construction, we should deepen the network business andcustomer communication;(4) the customer communication, should strengthenincentive and business cooperation on large customers.In conclusion, the famous “two-eight” rule tells us that20%important customerswill create about80%of profits for a bank. So for Bank of Jilin, customer relationshipmanagement becomes more and more important. The Bank of Jilin, not only to themethod of continuous exploration and excavation update, better, in order to improvethe bank efficiency, expand the business efforts; further in-depth analysis of eachstrategy, formulate corresponding operation plan, examination and evaluation and theestablishment of supervision department for implementation, the job falls to real point,so as to the real significance for Bank of Jilin to win more business profits and highermarket share.