Research On The Customer Relationship Management For Yantai Branch Of China Merchants Bank

With the deepening of economic globalization, has become increasingly intense competition among banks, the economy of knowledge and technology make the difference between financial products have been getting smaller and smaller, the similarity is becoming increasingly high. All these changes make the traditional marketing theory model also appears changed. We need to find a new management philosophy to replace the existing stereotypes. Customers which is an important resource has now become the consensus of the banking industry, banks compete for customers, especially for high-quality competition for customers has reached unprecedented intense, and has practical value to the further innovation of enterprise. In the increasingly fierce competition in the market today, therefore, by using the theory of customer relationship management (CRM) to study the customer relationship management of commercial Banks in China is not only beneficial to improve the commercial bank’s own management level, but also plays an important role to promote the development of the business of the commercial bank.At present, the customer relationship management (CRM) of Yantai Branch of China Merchants Bank has been many deficiencies, and studying the problems existing in it and exploring improving customer relationship management will become the research important question. This paper which is based on the actual case of Yantai Branch of China Merchants Bank mainly uses methods of theoretical research, empirical research, comparative analysis and others, and analyses from the following several aspects:As an enterprise management concept, customer centered customer relationship management to comply with the principle, it depends on the modern advanced information technology. Customer relationship management requires that the business process reengineering and design, in order to achieve customer satisfaction, loyalty and value, so as to improve the operational efficiency and profit. This paper takes the Yantai branch of China Merchants Bank as an example to study the relationship management. The first chapter is the introduction, which introduces the current situation and the background and significance of the research on customer relationship management in banking industry, on the basis of a comparative analysis of the proposed dissertation are expected. The second chapter is a review of domestic and foreign-related research status. Describes the formation and development of customer relationship management theory, and its application in the Commercial Banks. Chapter III, Chapter IV, Chapter V is the focus of this article. In the analysis of Yantai Branch of China Merchants Bank’s existing customer relationship management model, the authors concluded a number of innovative measures. Combined with the current economic situation, analysis on Customer Relationship Management Yantai Branch of China Merchants Bank to implement innovative necessity and security.The main innovation of this paper lies in studying customer relationship management (CRM) of Yantai Branch of China Merchants Bank, it has not seen in the previous literatures. This research will promote customer relationship management (CRM) of Yantai Branch of China Merchants Bank more harmonious, and enrich the application of customer relationship management in practice.