Study On Administration System Of Wholesale Banking Customer Relation In ZS Bank Tianjin Branch

With the gradual deepening of the banking reform,such as interest rate liberalization,customers have become the major external resource of the commercial banks.Therefore,the future development,even survival of the banks definitely relies on the ability that how to deal with the relation between customers and banks and further manage the very resource.Nowadays,a large number of scholars and experts in China do research in the field of Customer Relation Management(CRM).However,in the aspect of the subject of the existing data,the overwhelming majority concerns on why to carry out CRM,how to build up customer-information database and how to do data mining,which emphasizes only on macroscopic theory and tech-implementation,but neglecting the practical operation,such as the sound design of CRM as well as the implementation of modules of CRM system.As far as the research contents are concerned,the majority focuses on the Retail Banking CRM,which differs greatly from Wholesale Banking CRM.even though some occasional researches refer to the wholesale banking customers,the researches generally concentrate on certain administration nodes,lacking of systemic arrangement.The operation of the wholesale banking customers,which is the main source of profits of the commercial banks in current China,is relatively extensive and weak.As a consequence,the operation of the wholesale banking customers should be the new focus of theoretic research and case study of CRM.Taking ZS Bank Tianjin Branch as an example,the author of this thesis paper starts with the description of the building-up of the Wholesale Banking CRM,and then points out that the Wholesale Banking CRM is on the basis of the Customer-centric service management system.Employing the approach of theoretical and practical integration,the author analyzes the design,structure and correlative arrangements of the ZS Bank Tianjin Branch wholesale banking CRM system as well as the active influence on Tianjin branch's business operation as a whole in detail.Through the above analysis,the author figures out a wholesale banking CRM model which is suitable for the medium scale joint-stock commercial banks in current China for the sake of providing assistance for those commercial banks which are transforming from Product-sale-centric to Customer-centric.