Research On Improving Strategy Of Customer Relationship Management Of Retail Business Of ZZ Branch Of SPD Bank

In the growing competition between commercial banks,the retail business has become an important guarantee for the core competitiveness of enterprises.The bank’s human resources investment,financial investment,investment in resources is also increasing,continuous innovation of retail products and marketing tools.In this environment,China’s commercial banks to solve the important issue is how to carry out retail business,the full development of customer value,to ensure high-quality customers long-term retention.This paper discusses the customer relationship of commercial banks’ retail business with the ZZ branch of Shanghai Pudong Development Bank.Through the analysis of the status quo of the retail business of the Shanghai Pudong Development Bank,the Shanghai Pudong Development Bank entered the ZZ market in 2001,and the time was not long,but the bank’s retail business pushed forward quickly.In the development of the retail business,Shanghai Pudong Development Bank ZZ branch has its own unique advantages,due to various restrictions,there are also shortcomings.Both facing opportunities and challenges.Then,it analyzes the marketing strategy of customer relationship management in the retail business of ZZ branch of Shanghai Pudong Development Bank,including the imperfect customer relationship management system,the improvement of organizational structure and the unsatisfactory customer relationship management.Business philosophy,management system and information technology,and finally created the improvement of these problems.Finally,it is proposed to improve the customer relationship management of the ZZ branch of the Shanghai Pudong Development Bank.The following aspects need to be made: the organizational structure is optimized,Hierarchical management,and for different levels to carry out different marketing strategies,customer relationship management system optimization.For the smooth implementation of the strategy,this paper puts forward the following aspects of the security strategy: internal business stratification refinement,promote process management,strengthen staff training and assessment,normalization of risk management.The research of this paper is based on the operation process of the retail business of ZZ branch of Shanghai Pudong Development Bank.The conclusion of the study is in good agreement with the actual situation,hoping to further promote the retail business of ZZ branch,and also to the management of customer relationship of other commercial banks.Play a certain reference.