Research On Customer Relationship Management Of Commercial Banks

As the time comes into the first decade of21stcentury, China’s bank industry hasexperienced more intensified Competitions, and China’s market is one of thefastest-growing markets for bank industry. State-owned commercial banks, joint venturecommercial banks, city commercial Bank, foreign banks and the village and town banksand so on have introduced their own suitable development strategies, positively grabbeddevelopment opportunities. They have scrambled high quality customers and competewith each other in the field so f market, strategy, human resource, channel, technologyand customer and so on. In the final analysis, they compete for customers, especially forhigh quality customers. The banks that can carry out correct customer strategy andmaintain good customer relationship will win and maintain a sustainable competitivestrength, thus gain sustainable development. So to develop a good customer relationshipis the key point for commercial banks to score a success among the fierce marketcompetition, and it is necessary to take a specialized research on customer relationshipof commercial banks.The paper contains7parts with the commercial bank customer relationship as theresearch object. The first part is introduction, there are background of the paper,purpose of study, significance of study, and the main frame of the paper in the first part.The second part hackles the related theories, mainly including Relationship marketingtheory, Customer life time value theory, the connotation of customer relationshipmanagement, factors affecting customer relationship, customer relationship type andother theories. The third part takes an economical analysis and explanation on purposeof carrying on customer relationship management of commercial banks, the profiting ofcustomer relationship management, the development of customer relationshipmanagement commercial banks and management goal of commercial banks. The forthpart discusses the present situation and the necessity of commercial bank to carry oncustomer relationship management taking ABC(Agricultural Bank of China) LiaoningBranch as an example. The fifth part discusses the practice and existing problems of Customer relationship management of commercial banks. The sixth part presentspolicies for ABC(Agricultural Bank of China)Liaoning Branch to carry on customerrelationship management on the basis of the above analysis. The seventh part isconclusion and prospect.The innovation point of this paper lies in:1) This topic belongs to the combinationof theory and practice of the management of the bank, thus assuming the innovation inthe research mentality. It can make full use of relevant research results of economics,finance and management.2) This topic takes a new study perspective, the key point ison the research of customer relationship management of commercial banks under thefierce competition and full opening on China’s banking industry, not rigidly adhering toa particular bank.