China Merchants Bank AS Branches Of Customer Relationship Management Research

The customer is the most important strategic resources and business bank assets. The levels of customer satisfaction and loyalty are full of great significance to the survival and development for the banking industry. With the further development of economic globalization, the global economic and financial integration and financial channels electronic become the trend of the times. The customers have higher requirements for financial products and financial services, that prompt domestic commercial Banks to meet the complicated, personalized and diverse demand of the market through improving and perfecting service system. However, as the financial services industry,homogeneity phenomenon of products and services of Bank is serious. And the homogeneity competition caused the Banks crazy plunder for high quality customer resources. At the same time, with the continuous development of China’s financial markets, Banks are also faced with competition which comes from state-owned Banks and other joint-stock Banks and foreign Banks, non-banking financial institutions, as well as network electric business, private banking. Facing increasingly competitive financial market, domestic and foreign commercial Banks have introduced a different characteristics of customer relationship management system, in order to improve customer satisfaction, loyalty and contribution.Based on the bank of China merchants bank AS branch, in order to find the optimized improvement approach, and the customer relationship management of joint-stock commercial bank for reference, this paper discussed the existing mode of customer relationship management, and analyzed advantages and disadvantages. First of all, in this paper, it reviews the results of the domestic and international customer relations management theory research. Secondly, it analyzes the situation of customer relationship management(CRM) of China merchants bank AS branch. Then, the paper analyzes some current problems of the customer relationship management in the levels of idea,system,segmentation and ability of China merchants bank AS branch.Finally, in views of the problems mentioned above, it offers some countermeasures and suggestions to improve the level of customer relationship management(CRM) of China merchants bank AS branch.This article offers some main ways to solve the customer relationship management(CRM) problem for China merchants bank AS branch, which is based on a large number of professional papers and literature at home and abroad. This is the further theoretical exploration of the implementation of customer relationship management(CRM) for the China merchants bank AS branch, and it is based on improving customer relationship management status and promoting the healthy and continuous development of China merchants bank AS branch. At the same time, it provides references for other China merchants bank branch in order to optimize the customer relationship management(CRM).