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

Since the beginning of 21st century, the competition between commercial banks is becoming more and more serious. Especially with the end of China's accession to the WTO, foreign banks have been enjoying the national treatment in China, coupled with the rapid development of Internet banking, the pressure on domestic commercial banks is growing. Therefore, it is extremely urgent to identify the breakthrough and change the traditional business philosophy and development model for domestic banks. With the rapid development of economy and technology, people's demand for financial products and services is not limited to the traditional savings needs, but also pay more attention to the preservation and appreciation of assets. How to grasp the opportunity of development, excavate and satisfy the customer, enhance the customer loyalty in the competition become the important subject of which the commercial bank of our country faces at present. The research of customer relationship management theory plays an important role in promoting the competitiveness of commercial banks and maintaining customer relationship.Making Bank of China Yantai Branch a case, this paper analyzes the existing customer relationship management model, according to the actual operation of the system to analyze the pros and cons, in order to seek ways to improve the system for other commercial banks to provide reference for customer relationship management.The first chapter is the introduction,which mainly introduces the research background and practical significance, summarizes the research ideas and methods. It also summarizes the domestic and foreign research status of CRM and commercial bank customer relationship management. Finally, it points out the innovation and deficiency of this paper. The second chapter describes the theory of customer relationship management, including customer satisfaction theory and customer value management theory. The third chapter introduces the situation of Bank of China Yantai Branch firstly,and then analyzes the current situation and characteristics of the customer relationship management, which affirms its achievements in customer relationship management.Thirdly, the customer satisfaction of the customer relationship management system of Bank of China Yantai branch was investigated based on the questionnaire survey, and the results were analyzed. In the fourth chapter, based on the theoretical study, the author analyzes the problems existing in the customer relationship management Bank of China Yantai Branch, and explores the causes of the problems. In the fifth chapter,according to the problems proposes in the fourth chapter, the author puts forward the solutions and methods creatively, and policies to ensure the implementation of customer relationship management from the enterprise culture, organization, human resources and institutional guarantee four aspects. The sixth chapter is the conclusion and prospect.The author points out the shortcomings of the research and puts forward the further research ideas on the basis of the summary of the main conclusions of this paper.